Summary
The process consists of getting everyone on board with the company’s objectives, as they take ownership in the process and the results.
This process is necessary for company alignment and transparency.
Creating an operational manual for marketing and promotion is a powerful tool that standardizes processes and ensures consistent results, providing a sense of security and confidence in your marketing efforts.
Here’s a benchmark structure you can use as a starting point:
✅ Operational Manual for Marketing & Promotion
1. Purpose & Objectives
- Define the goal: Increase brand awareness, generate leads, and drive sales conversions.
- Outline measurable key performance indicators (KPIs): e.g., website traffic, conversion rate, cost per lead.
2. Marketing Strategy Framework
- Target Audience: Demographics, psychographics, pain points.
- Value Proposition: What makes your company unique?
- Brand Guidelines: Logo Usage, Tone of Voice, and Color Palette.
3. Channels & Tactics
- Digital Marketing:
- SEO & Content Marketing
- Social media (platform-specific strategies)
- Email Campaigns
- Paid Ads (Google Ads, Meta Ads)
- Offline Marketing:
- Events, Trade Shows
- Print Media
- Partnerships & Referrals
4. Workflow & Processes
- Campaign Planning:
- Brief template
- Approval process
- Execution:
- Posting schedule
- Ad setup checklist
- Monitoring & Reporting:
- Weekly performance review
- Monthly KPI dashboard
5. Tools & Resources
- CRM (HubSpot, Salesforce)
- Analytics (Google Analytics, SEMrush)
- Design (Canva, Adobe Suite)
- Automation (Mailchimp, Zapier)
6. Budget & ROI Tracking
- Allocate % of revenue to marketing.
· Define ROI formula:
7. Compliance & Risk Management
- Data privacy- General Data Protection Regulation (GDPR),
- Privacy- California Consumer Privacy Act (CCPA)
- ADA- compliance Americans with Disability Act
- Brand reputation safeguards
- Crisis communication plan
8. Continuous Improvement
- Quarterly strategy review
- A/B testing for ads and landing pages
- Feedback loop from the sales team