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SOP: Marketing Operations

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Standard Operating Procedure (SOP): Marketing Operations

For: WordPress Masters ([WEBSITE_URL])
Effective Date: [DATE]
Prepared By: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]

Purpose

This SOP establishes a structured framework for managing all marketing operations at WordPress Masters, a WP Experts Marketplace. It ensures consistency, efficiency, and alignment with the brand's mission to "Build right the first time." The procedures outlined here are tailored to the unique needs of a marketplace connecting WordPress experts with clients, emphasizing lead generation, expert acquisition, and brand authority within the WordPress ecosystem.

Scope

This SOP applies to all marketing activities, including:
- Content calendar management
- Campaign planning and approval workflow
- Brand guidelines enforcement
- Analytics and reporting cadence
- Social media posting procedures
- Email marketing workflows
- SEO monitoring
- Paid advertising management
- Marketing asset creation and approval

It is mandatory for all marketing team members, contractors, and any third-party agencies engaged by [COMPANY_NAME].

Responsibilities

Role Responsibilities
Marketing Manager Oversee all marketing activities, approve campaigns, and ensure alignment with goals.
Content Strategist Develop content calendar, coordinate with writers/designers, and ensure SEO compliance.
Social Media Specialist Manage social media accounts, schedule posts, and engage with the audience.
Email Marketing Specialist Create and manage email campaigns, monitor performance, and optimize workflows.
Paid Ads Specialist Manage paid advertising campaigns, monitor budgets, and optimize for ROI.
Analytics Lead Track KPIs, generate reports, and provide actionable insights.
Brand Compliance Officer Enforce brand guidelines and review all marketing assets for consistency.

Procedures

1. Content Calendar Management

Purpose: Ensure consistent, high-quality content production aligned with marketing goals.
Tools: Trello, Asana, or Airtable for calendar management; Grammarly for editing; Ahrefs for keyword research.

Steps:

  1. Monthly Planning:
    - By the 25th of each month, the Content Strategist drafts the content calendar for the upcoming month.
    - Include blog posts, social media posts, email campaigns, and paid ad content.
    - Assign topics based on keyword research (minimum 1,500 monthly search volume, low competition).

  2. Approval:
    - Submit the draft calendar to the Marketing Manager by the 28th of the month.
    - Revisions must be completed within 2 business days.

  3. Execution:
    - Assign tasks to writers, designers, and developers with deadlines.
    - Track progress weekly in the project management tool.

  4. Review:
    - Conduct a bi-weekly review of the calendar to adjust for performance trends or unforeseen events.

Metrics:
- Content production adherence rate (target: 95%).
- Average engagement rate per content type (target: 3% for social media, 20% for email).

2. Campaign Planning and Approval Workflow

Purpose: Streamline campaign creation and ensure alignment with business objectives.
Tools: Google Docs for briefs, Slack for communication, and Monday.com for task tracking.

Steps:

  1. Campaign Brief Creation:
    - The Marketing Manager drafts a campaign brief, including objectives, target audience, budget, and timeline.
    - Example: A campaign to attract new WordPress developers with a $5,000 budget over 30 days.

  2. Internal Review:
    - Share the brief with the team via Slack for feedback.
    - Finalize the brief within 3 business days.

  3. Approval:
    - Submit the finalized brief to the CEO for approval.
    - Approval must be granted within 2 business days.

  4. Execution:
    - Assign tasks to team members with clear deadlines.
    - Monitor progress weekly and address bottlenecks immediately.

Metrics:
- Campaign approval turnaround time (target: 5 business days).
- Campaign ROI (target: 300% for paid campaigns).

3. Brand Guidelines Enforcement

Purpose: Maintain brand consistency across all marketing materials.
Tools: Canva for design, Adobe Creative Suite for advanced assets, and a shared Google Drive folder for guidelines.

Steps:

  1. Training:
    - Conduct quarterly training sessions for all team members on brand guidelines.

  2. Asset Review:
    - All assets must be reviewed by the Brand Compliance Officer before publication.
    - Use a checklist to verify logo usage, color schemes, typography, and tone of voice.

  3. Feedback Loop:
    - Provide feedback within 24 hours of submission.
    - Require corrections to be completed within 48 hours.

Metrics:
- Percentage of assets approved on the first submission (target: 90%).

4. Analytics and Reporting Cadence

Purpose: Track performance and inform data-driven decisions.
Tools: Google Analytics, SEMrush, and HubSpot.

Steps:

  1. Weekly Reports:
    - The Analytics Lead generates a report every Monday covering website traffic, conversions, and campaign performance.

  2. Monthly Reports:
    - Include deeper insights, such as customer acquisition cost (CAC) and lifetime value (LTV).
    - Present findings in the monthly marketing meeting.

  3. Quarterly Reviews:
    - Conduct a comprehensive review of all KPIs and adjust strategies as needed.

Metrics:
- Website traffic growth (target: 10% MoM).
- Conversion rate (target: 5% for landing pages).

5. Social Media Posting Procedures

Purpose: Maintain an active and engaging presence on social media platforms.
Tools: Buffer or Hootsuite for scheduling; Canva for graphics.

Steps:

  1. Content Creation:
    - Create 3 posts per week for Facebook, LinkedIn, and Twitter.
    - Focus on WordPress tips, expert success stories, and marketplace updates.

  2. Scheduling:
    - Schedule posts 1 week in advance.

  3. Engagement:
    - Respond to comments and messages within 24 hours.

Metrics:
- Follower growth (target: 5% MoM).
- Engagement rate (target: 3%).

6. Email Marketing Workflows

Purpose: Nurture leads and retain customers through targeted email campaigns.
Tools: Mailchimp or ActiveCampaign.

Steps:

  1. List Segmentation:
    - Segment lists by user type (e.g., experts, clients, inactive users).

  2. Campaign Creation:
    - Send 2 newsletters per month featuring blog posts, expert highlights, and promotions.

  3. A/B Testing:
    - Test subject lines and CTAs for every campaign.

Metrics:
- Open rate (target: 25%).
- Click-through rate (target: 5%).

7. SEO Monitoring

Purpose: Optimize organic search performance.
Tools: Ahrefs, SEMrush, and Google Search Console.

Steps:

  1. Weekly Monitoring:
    - Check keyword rankings, backlinks, and site health.

  2. Monthly Updates:
    - Update 3 underperforming blog posts with new keywords and content.

Metrics:
- Organic traffic growth (target: 10% MoM).

8. Paid Advertising Management

Purpose: Drive traffic and conversions through paid channels.
Tools: Google Ads, Facebook Ads Manager.

Steps:

  1. Campaign Setup:
    - Allocate a monthly budget (e.g., $3,000 for Google Ads, $2,000 for Facebook).

  2. Monitoring:
    - Check performance daily and adjust bids as needed.

  3. Optimization:
    - Pause underperforming ads after 7 days.

Metrics:
- Cost per acquisition (target: $50).
- Click-through rate (target: 2%).

9. Marketing Asset Creation and Approval

Purpose: Ensure timely creation and approval of high-quality marketing assets.
Tools: Canva, Adobe Creative Suite.

Steps:

  1. Request Submission:
    - Submit asset requests via the project management tool with detailed requirements.

  2. Creation:
    - Designers complete assets within 5 business days.

  3. Approval:
    - The Brand Compliance Officer reviews assets within 2 business days.

Metrics:
- Asset turnaround time (target: 7 business days).

Escalation Path

  • First Level: Marketing Manager
  • Second Level: CEO

Review Cadence

  • This SOP will be reviewed quarterly by the Marketing Manager to ensure relevance and effectiveness.

Prepared By:
[REPRESENTATIVE_NAME]
[REPRESENTATIVE_TITLE]
[DATE]

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