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2 | Recommended prompts for marketing strategy and planning | Premium resources | ||||||||||||||||||||||||
3 | Strategy process | Strategy technique | Prompt for GenAI tool | Recommended Learning Path module | Recommended template 1 | Recommended template 2 | ||||||||||||||||||||
4 | Opportunity | SWOT analysis | Output: A traditional marketing SWOT analysis presented in a table with 4 cells. Business context: Specified within ChatGPT Personalization preferences (Custom instructions). Input: Search the web for the latest market insights and trends about the sector defined in business context. | N/A - we cover the next, more advanced TOWS technique in our courses and templates | Digital marketing plan example | Digital marketing strategy audit/health check | ||||||||||||||||||||
5 | Opportunity | TOWs analysis | Develop a TOWS Matrix for [Business Name] to inform its digital marketing strategy. This analysis will build on a SWOT assessment, aligning internal strengths and weaknesses with external opportunities and threats to create actionable strategies. You should use the format of analysis explained in this article: https://www.smartinsights.com/marketplace-analysis/swot-analysis/swot-analysis/ | Create a digital SWOT using RACE | Marketing SWOT analysis and strategy prioritization workbook template | Digital marketing plan example | ||||||||||||||||||||
6 | Opportunity | SMART objective setting | Create SMART marketing objectives across Smart Insights RACE using these types of definitions: https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/definition-efficiency-and-effectiveness/ Summarize objectives in a table with columns of Objectives, Substantiation (based on what insight), Strategies to achieve objectives and KPIs. Each row should be an objective for each part of RACE. Aim for 10 rows with three for each part of RACE The business is the type featured in custom instructions / Personalization settings | Set digital marketing goals and objectives | Digital marketing planning spreadsheet | RACE digital marketing dashboard | ||||||||||||||||||||
7 | Opportunity | Competitor analysis | Output: Create a competitor analysis for digital marketing for our business compared to the competitors listed below. Visit their home page and about pages on the web to build the analysis and any information available in Reddit.com. Our business: URL Competitor 1 : URL Competitor 2: URL Competitor 3: URL Competitor 4: URL Format: Our business should be the first row, with the competitors in the rows below. Use the Smart Insights RACE framework as the criteria in each or five columns (Plan, Reach, Act, Convert, Engage) Input: Use any supplemental insights about competitors if uploaded / attached with this prompt. | Competitor benchmarking with RACE | Competitor benchmarking guide and template | |||||||||||||||||||||
8 | Opportunity | PESTLE | Output: A traditional marketing PESTLE analysis presented in a table with multiple PESTEL factors grouped together on different rows. Each column should cover: - Opportunity or Threat - is the impact on the business positive or negative? - Importance - Is it high, medium or low for this business? This is a good column for prioritizing action. - Time impact - When is likely this affect this business? - Implications for business goals - this is where you bring all the information together to create actionable insight. Business context: Specified within ChatGPT Personalization preferences (Custom instructions). Input: Search the web for the latest market insights and trends about the sector defined in business context. | Assess audience customer journeys | PESTLE analysis template | |||||||||||||||||||||
9 | Strategy | Outline plan creation | Output: Structure an annual digital marketing plan using the smart insights Opportunity-Strategy-Action process with each part broken down into 5 main parts of the race planning framework (Plan, Reach, Act, Convert, Engage) | Structure a plan using Smart Insights’ RACE | PowerPoint digital marketing strategy planning template | Digital marketing plan workbook | ||||||||||||||||||||
10 | Strategy | Strategy success factors | Output: Compare the user-provided factors to at least 5 other factors mentioned in your knowledge base of this market in a table ranking them in importance with a short recommendation explaining the implementation of the sector factor on each. User input: Prompt the user for a list of 4 or more marketing strategy success factors to achieve profitability growth in the market sector defined within ChatGPT personalisation or in an uploaded file describing the market sector and audience. | Digital strategy success factors | Digital marketing plan workbook | Templates for benchmarking your digital marketing | ||||||||||||||||||||
11 | Strategy | Cross-industry trends | Output: Summarize, in a bulleted list of 500 words, the key strategic issues that will affect demand that a business in our sector is likely to face in the future given broader market trends. Audience and aim: The aim is to help our senior management team identify potential challenges and opportunities from a perspective outside of our specific industry or area of expertise. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. | Assess audience customer journeys | PESTLE analysis template | |||||||||||||||||||||
12 | Strategy | Strategy alignment grid | Output: Create a strategy alignment grid table showing SMART marketing objectives across Smart Insights RACE showing as discussed in this article: https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/integrated-online-marketing-strategy-a-tool-for-integrating/ i.e. summarize separate objectives in each row of a table with columns of Objectives, Substantiation (based on what insight), Strategies to achieve objectives and KPIs. Each row should be an objective for each part of RACE. Aim for 10 rows with three for each part of RACE. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. | Select strategic digital priorities | Marketing SWOT analysis and strategy prioritization workbook template | |||||||||||||||||||||
13 | Strategy | Persona creation | Output: Create a detailed table summarizing a persona with three sections for: 1. DEMOGRAPHICS. Field group - Persona summary. Fields to include: Persona name, Type and Decision role Field group - Demographics. Fields to include: Age, Gender, Buying unit and decision-making style 2. PSYCHOGRAPHICS. Field group: Perceptions. Fields: Goals and motivations, Barriers and Challenges Field group : Key messages. Field(s): List unique differentiating features related to above Field group: Buying scenario. Fields: Why persona may have a need for product? How it fits with their life stage or situation? How product need fits with decision-making style? Include category spend if appropriate? Field group: Media consumption. Fields: Magazines and newspapers / online and offline, Primary social network, Frequency and Devices: Preferred smartphone or desktop. Device usage: Daily hours and dayparts. 3. BUYER JOURNEY MAP. Present this as four columns with the facets of the journey on the left and columns to the right for: Stage 1: Awareness (Discover) Stage 2: Evaluation (Compare) Stage 3: Decision (select) Rows for each facet of: - Media touchpoints - Key questions - Typical searches - Key content to support decision making (Types and formats) - Preferred interactive tools Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. Prompt the user for the name, demographic details and key concerns of the persona as a minimum - can upload more details in separate file if preferred. | Define audience personas | Customer persona guide and template | |||||||||||||||||||||
14 | Action | Strategy roadmap | Output: Create a table with columns for the next 8 quarters and rows for each part of PRACE for priority activities. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. Prompt the user for a specific market segment or persona if they require. | Select strategic digital priorities | Digital channel roadmap template | |||||||||||||||||||||
15 | Action | RACE 90-day planning | Output: Create a table with rows for each part of Smart Insights' RACE for scheduling the next 90-days of activities with columns for recommended activities and KPIs. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. | Deploy 90-day planning | 90-day planning templates for implementing marketing and digital marketing plans | |||||||||||||||||||||
16 | Action | Content strategy | Output: Create a Smart Insights content strategy matrix with four cells labelled at the top with these criteria: Top Left: Goal: ENTERTAIN. Buyer journey: Awareness (TOFU). Content type: Emotional Top Right: Goal: INSPIRE. Buyer journey: Purchase (MOFU and BOFU). Content type: Emotional Bottom Left: Goal: EDUCATE. Buyer journey: Awareness (TOFU). Content type: Rational Bottom Right: Goal: CONVINCE. Buyer journey: Purchase (MOFU and BOFU). Content type: Rational Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. Prompt the user for a specific market segment or persona if they require. | Define content marketing strategy | Content ideation template | |||||||||||||||||||||
17 | Channel success factors - SEO strategy example | Output: Create an SEO Strategy TOWS Analysis for [Business Name] Objective: Develop a TOWS Matrix to create a data-driven SEO strategy for. This analysis will align internal strengths and weaknesses with external opportunities and threats to generate actionable SEO growth strategies. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. Prompt the user for the main types of keywords that are important within this sector. Output: Create an SEO Strategy TOWS Analysis for [Business Name] | A planned approach to SEO | SEO strategy audit checklist | SEO gap analysis Excel spreadsheet | |||||||||||||||||||||
18 | Channel success factors - Social media example | Output: Create a social media strategy TOWS Analysis for [Business Name] Objective: Develop a TOWS Matrix to create a data-driven social media strategy for. This analysis will align internal strengths and weaknesses with external opportunities and threats to generate actionable social media growth strategies. Input: The business is the type featured in custom instructions / Personalization settings or in an uploaded file describing the market sector and audience. Prompt the user for the main types of social media platforms that are important within this sector. | A planned approach to social media marketing | Social media marketing playbook |