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Marketing Playbooks

Guides for influencer marketing, PR, paid ads, and content marketing.

Playbooks​

PlaybookStatusPurpose
Influencer MarketingDONEParent influencers, mommy bloggers
Community BuildingDONEWhatsApp groups, Facebook groups, schools
Paid AdsDONEMeta, Google, retargeting
PR & PressTODOMedia outreach, press releases
Content MarketingTODOBlog, SEO, social content

Channel Overview​

By Market​

ChannelIndiaUSPriority
InfluencersInstagram/YouTube mommy bloggersInstagram/TikTok parent creatorsHIGH
Paid AdsMeta (Instagram/FB)Meta + GoogleMEDIUM
PRLocal parenting publicationsLocal parent magazines, blogsLOW (post-launch)
ContentSEO blog postsSEO + YouTubeMEDIUM
CommunityWhatsApp groups, school tie-upsFacebook groups, local eventsHIGH

By Stage​

StageFocus Channels
Pre-launchInfluencers (awareness), Community (waitlist)
LaunchPaid ads (acquisition), PR (credibility)
GrowthContent (SEO), Referrals (viral)

Budget Allocation (Suggested)​

For early stage with limited budget:

Channel% of BudgetWhy
Influencers40%High trust, targeted reach
Paid Ads30%Scalable, measurable
Community/Events20%High engagement, word-of-mouth
PR10%Credibility, can be earned

Key Metrics​

ChannelPrimary MetricSecondary
InfluencersSignups from code/linkEngagement rate
Paid AdsCAC (Cost per Acquisition)CTR, CPC
PRPress mentionsReferral traffic
ContentOrganic trafficTime on page
CommunityGroup sizeActive members

Tools​

ToolPurpose
Meta Ads ManagerFacebook/Instagram ads
Google AdsSearch and display ads
PosthogAttribution tracking
CanvaCreative assets
Later/BufferSocial scheduling