Playbook

Marketing workflows in Works

What does the Marketing playbook in Works do?

With the Marketing workflows, you get buyers to notice your business and want what you sell. You write your core messages. You set your brand voice. You get found in search. You create content. You generate leads.

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What it covers

Each workflow on this page gives you one output. These workflows are in four groups. In Brand and Messaging, you write your core messages. You also set your brand voice. In Digital Presence, you set up website analytics and find the keywords your buyers use. In Content Marketing, you plan your content calendar. You publish blog posts. You set up your social media profiles. In Demand Generation, you plan how many leads you need for the quarter. You launch paid ads. Pick a workflow below to see its questions, its stages and what you get.

Workflows

The jobs in this playbook

Define Core Messages Write one primary message and three to five supporting messages for each segment. Add a fact that proves each supporting message.Plan Lead Generation Calculate the number of leads you need to reach your revenue target for the quarter. Then choose two or three channels, an offer for each one and how to split the budget across them.Plan the Content Calendar Choose one goal, three to five themes, and two or three formats you can keep up. Get a 90-day calendar of 12 topics, each with a publish date and a named owner.Set Up Website Analytics Set up Google Analytics 4 (GA4) and Google Search Console. Track the site actions that count as leads, so you can trust your traffic and lead data.Find the Keywords Buyers Use Find the words your buyers type into Google. Then match each keyword to a page to improve or a new page to create.Set Brand Voice Review your best marketing pieces. You get three to five rules for how you write, each with what to do and what to avoid.Track Campaign Results Track the leads, spend and cost per lead of each marketing channel every month. Each quarter, move 20% to 30% of your budget from the worst-performing channel to the best one.Publish Blog Posts Publish blog articles of at least 1,000 words that each target one keyword. Each article uses an example from your business.Launch Paid Ads Set up conversion tracking that counts each lead, and test it before any spend. Then run Google or Meta ads and compare the cost per lead with your target every week.Establish Social Presence Choose the social platforms your customers use. Get complete profiles and a 30-day plan of post ideas. Then publish your first 30 posts.
How they connect

Plan the Content Calendar uses your core messages and your keyword-to-page map. Publish Blog Posts uses your content calendar, your keyword-to-page map and your brand voice guide. Establish Social Presence uses your content calendar and your brand voice guide. Launch Paid Ads uses your lead generation plan and your website analytics setup. Track Campaign Results uses your lead generation plan and your website analytics setup.

Run a Marketing workflow on your business

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