Skill: ivangdavila/digital-marketing (version 1.0.0)

--- name: Digital Marketing slug: digital-marketing version: 1.0.0 homepage: https://clawic.com/skills/digital-marketing description: Plan, launch, and optimize digital marketing with growth marketing systems, short-form video, funnel operations, and revenue-focused experimentation. changelog: "Initial release with cross-channel growth strategy, short-form video, funnel operations, and measurement rules." metadata: {"clawdbot":{"emoji":"📈","requires":{"bins":[]},"os":["linux","darwin","win32"],"configPaths":["~/digital-marketing/"]}} --- ## Setup On first use, read `setup.md` for integration guidelines. This skill works without local storage. Only create `~/digital-marketing/` if the user wants ongoing continuity. ## When to Use User needs one system for digital marketing, growth marketing, or full-funnel execution. Agent handles market modeling, messaging, content, SEO, short-form video, lifecycle campaigns, paid and organic coordination, and performance review. Use this when the problem is orchestration, not a single channel in isolation. The goal is to turn business priorities into assets, campaigns, experiments, and clear next actions. This skill is especially strong when the user needs launch planning, trend response, content-to-revenue systems, or one operator that can connect demand creation with demand capture. ## Architecture Local workspace is optional and only created with user consent. ``` ~/digital-marketing/ ├── memory.md # Business context, winning angles, active constraints ├── campaigns.md # Current campaign plans and channel bundles ├── experiments.md # Tests, thresholds, outcomes, next steps └── signals.md # Metrics, anomalies, and reusable learnings ``` ## Quick Reference | Topic | File | |-------|------| | Setup and activation | `setup.md` | | Optional continuity memory | `memory-template.md` | | Market model and message map | `market-model.md` | | Channel orchestration system | `channel-system.md` | | Native short-form video workflow | `short-form-video.md` | | Funnel and lifecycle operations | `funnels.md` | | Measurement and weekly reviews | `measurement.md` | | Experiment backlog and kill rules | `experiments.md` | | Launch, trend, and retention playbooks | `playbooks.md` | ## Core Rules ### 1. Model the market before touching channels - Define audience, buying trigger, painful problem, offer, proof, and objection before drafting assets. - If those pieces are blurry, outputs become generic and channel execution turns into guesswork. - Use `market-model.md` to build a minimal message map first. ### 2. One growth thesis must drive every channel - Start with one clear angle, then adapt it for SEO, content, social, video, email, and paid media. - Organic signals should inform paid creative. Paid winners should feed new organic content. - Use `channel-system.md` to decide what each channel is supposed to do in the same campaign. ### 3. Treat short-form video as the fastest message lab - Test hooks, claims, objections, and demos in short-form before scaling a narrative everywhere else. - Native cuts, captions, proof moments, and comment mining matter more than polished production. - Use `short-form-video.md` when the user wants viral growth, creator-style content, or fast creative iteration. ### 4. Build full-funnel systems, not isolated campaigns - Every acquisition push needs a conversion path: traffic source, landing angle, CTA, follow-up, retargeting, and handoff. - Traffic without route-to-value creates vanity metrics and wasted spend. - Use `funnels.md` to map channel-to-offer paths before launch. ### 5. Operate on leading indicators and revenue together - Track both early signals and business outcomes: hook rate, CTR, reply quality, conversion rate, CAC, payback, and influenced pipeline. - Never recommend channel changes from impressions or views alone. - Use `measurement.md` for KPI trees, anomaly triggers, and review cadence. ### 6. Every campaign ships with tests, kill rules, and recycling rules - Launch with specific hypotheses, test cells, thresholds, and next actions if a variant wins or loses. - Reuse winning hooks across ads, landing pages, emails, and short-form video. - Use `experiments.md` to keep activity compounding instead of restarting every week. ### 7. Escalate risky claims and irreversible actions - Treat pricing claims, competitor comparisons, regulated statements, and high-spend decisions as approval moments. - Do not invent proof, testimonials, performance claims, or customer language. - Prefer clear caveats and human review over persuasive but unsupported marketing. ## Operating Rhythm ### Daily - Watch for spend spikes, CTR drops, broken follow-up, low-quality leads, and message fatigue. - Pull the clearest signal from comments, replies, search queries, or sales feedback. ### Weekly - Pick one growth thesis, one channel bundle, and up to three meaningful experiments. - Publish one core idea, then repurpose it across formats instead of starting from zero each time. - End the week with keep, kill, scale, and recycle decisions. ### Monthly - Reallocate effort based on payback, lead quality, content compounding, and conversion path health. - Refresh stale offers, hooks, and landing angles before adding more channels. ## Common Traps - Starting with channels instead of buyers and triggers -> activity rises but message-market fit stays weak. - Chasing virality without a capture path -> views grow while leads and revenue stay flat. - Cross-posting the same asset everywhere -> each platform underperforms because format and expectation differ. - Treating organic and paid as separate worlds -> learnings stay siloed and creative fatigue arrives faster. - Measuring clicks without lead quality or payback -> cheap traffic hides bad economics. - Scaling spend before fixing landing friction or follow-up -> CAC rises because the funnel leaks downstream. - Publishing high-volume AI content without proof or specificity -> content looks busy but builds no trust. ## Security & Privacy **Data that stays local when the user opts in:** - Business context, channel priorities, and winning angles in `~/digital-marketing/` - Campaign plans, experiment logs, and review notes in local markdown files **This skill does NOT:** - Automatically post content, buy ads, or spend money - Create local files without explicit user consent - Access ad accounts, analytics tools, or third-party platforms unless the user explicitly requests a separate tool workflow - Make undeclared network requests **Guardrails:** - Treat external metrics as user-provided unless a separate approved integration is used - Flag unsupported claims, sensitive categories, and compliance-heavy copy for review ## Related Skills Install with `clawhub install <slug>` if user confirms: - `content-marketing` — Editorial planning and repurposing systems - `seo` — Search intent, technical fixes, and ranking workflows - `growth-hacker` — Experiments, loops, and unconventional acquisition tactics - `email-marketing` — Deliverability, segmentation, and campaign sequences - `tiktok-ads` — Platform-specific short-form paid creative rules ## Feedback - If useful: `clawhub star digital-marketing` - Stay updated: `clawhub sync`

path: channel-system.md
content: # Channel System

Use this to turn one growth thesis into coordinated channel execution.

## Channel Roles

| Channel | Primary job | Core asset | Main metric | Handoff |
|---------|-------------|------------|-------------|---------|
| SEO | capture existing demand | intent-matched page | qualified organic sessions | page CTA or lead magnet |
| Long-form content | earn trust and proof | article, guide, case study | assisted pipeline or engaged visits | email, retargeting, short-form cuts |
| Social posts | distribute point of view | native post or thread | saves, replies, profile clicks | landing page, newsletter, short-form |
| Short-form video | test hooks fast | native vertical cut | hold rate, watch-through, click intent | landing page, longer content, ads |
| Email and lifecycle | nurture and reactivate | sequence or broadcast | reply rate, click rate, conversion rate | demo, purchase, retention action |
| Paid acquisition | scale proven messages | ad plus landing bundle | CAC, payback, qualified conversions | lifecycle and retargeting |

## Orchestration Rules

### One idea, many surfaces
- Start with one sharp angle.
- Adapt the same angle to search, social, video, landing copy, and email.
- Do not invent a new strategy for every channel.

### Organic informs paid, paid informs organic
- Use comments, replies, and search terms to improve ad hooks.
- Use ad winners to decide what deserves evergreen content and SEO coverage.

### Campaign bundle requirement

Before launch, define at least:
- message angle
- audience
- primary channel
- secondary distribution channel
- landing or CTA destination
- follow-up sequence
- review date

## When to reduce channel count

Cut channels if:
- message is not converting anywhere
- the landing path is still weak
- the team cannot review output quality fast enough
- too many channels are fragmenting the same budget or idea

Fewer channels with clear reuse beats broad weak execution.


path: experiments.md
content: # Experiments

Use this to keep digital marketing compounding instead of looping through random activity.

## Experiment Template

```markdown
## Experiment: [Name]
Hypothesis:
If we change [message, audience, asset, or offer], then [metric] should move because [reason].

Primary metric:
Guardrail metric:
Audience:
Variant cells:
Review date:
Win threshold:
Kill threshold:
Next action if win:
Next action if lose:
```

## What to Test

| Surface | Examples |
|---------|----------|
| Message | problem framing, promise, proof, objection handling |
| Creative | hook, opening visual, caption, CTA, format |
| Landing path | headline, proof block, form length, offer structure |
| Lifecycle | send timing, subject line, reminder sequence, reactivation angle |
| Channel mix | paid plus organic bundle, content plus retargeting, video plus email |

## Prioritization Rules

Prefer tests that are:
- fast to launch
- tied to a specific bottleneck
- reusable across more than one channel
- clear enough to kill quickly if they fail

## Winner Recycling

When something wins:
1. reuse the hook elsewhere
2. expand the angle into deeper content
3. update paid and organic variants
4. record the condition that made it win

## Kill Rules

Stop early when:
- the message is attracting the wrong audience
- economics are clearly worse than baseline
- comments or replies show trust damage
- the offer is mismatched and needs rewriting first

Good marketing systems do not only find winners. They also stop losers fast.


path: funnels.md
content: # Funnels

Use this before launching traffic or scaling creative.

## Funnel Questions

| Stage | Question | Asset | Primary metric |
|-------|----------|-------|----------------|
| Awareness | why should this matter now | post, video, ad, search result | hook rate, CTR, engaged visits |
| Consideration | why trust this offer | landing page, case study, email | conversion rate, reply quality |
| Decision | why act now | demo page, checkout, consultation offer | lead quality, purchase rate |
| Follow-up | what happens if they do not act today | nurture, retargeting, reminder | return visits, assisted conversions |
| Retention | how do they buy again or stay engaged | lifecycle flow, education, win-back | repeat conversion, churn, retention |

## Route-to-Value Rule

Every acquisition push must define:
- source
- destination
- desired action
- follow-up
- recovery path if the first visit fails

If there is no follow-up path, traffic quality is being wasted.

## B2B Default Path

Channel -> message angle -> landing page -> proof asset -> form or demo CTA -> follow-up email -> retargeting -> sales handoff

## Ecommerce Default Path

Channel -> offer angle -> product or landing page -> social proof -> purchase or capture CTA -> browse or cart recovery -> retention flow

## Common Breakpoints

- ad and landing page promise do not match
- form asks too much before value is clear
- follow-up arrives too late or sounds generic
- retargeting repeats awareness copy instead of handling objections
- high click volume masks weak conversion intent


path: market-model.md
content: # Market Model

Use this before drafting campaigns, content, or channel plans.

## Minimum Inputs

| Input | Why it matters |
|-------|----------------|
| Buyer segment | Prevents generic channel and copy decisions |
| Buying trigger | Defines urgency and angle |
| Painful outcome | Sharpens message and proof |
| Offer | Determines CTA and funnel shape |
| Proof | Makes claims believable |
| Main objection | Shows what the campaign must overcome |

Do not start writing assets while two or more of these are blank.

## Stage-Based Priorities

| Stage | Main job | Default focus |
|------|----------|---------------|
| Pre-PMF | Learn what resonates | interviews, hooks, problem framing, fast tests |
| Traction | Find repeatable acquisition | channel bundles, landing pages, nurture, basic attribution |
| Scale | Increase efficiency and coverage | creative refresh, audience segmentation, payback, cross-channel reuse |

## Message Map

Build one short matrix before channel work:

| Field | Fill with |
|-------|-----------|
| Persona | specific buyer, not "everyone" |
| Trigger | what changed now |
| Problem | what hurts, costs time, or blocks growth |
| Promise | the concrete outcome offered |
| Proof | customer quote, result, demo, authority, mechanism |
| Objection | the most likely reason not to act |
| Offer | demo, audit, lead magnet, sale, trial, consultation |

## Output Rule

Every campaign should be traceable back to this structure:

1. Problem worth solving
2. Promise worth clicking
3. Proof worth trusting
4. Offer worth acting on

If one of these breaks, fix the message before changing channels.


path: measurement.md
content: # Measurement

Use this for campaign reviews, reporting, and budget decisions.

## KPI Tree

| Layer | Questions | Example metrics |
|-------|-----------|-----------------|
| Attention | are people stopping and clicking | hold rate, CTR, profile clicks, organic sessions |
| Consideration | are they engaging with the message | time on page, replies, form starts, email clicks |
| Conversion | are they taking the action | lead rate, purchase rate, booking rate |
| Economics | is the action worth the cost | CAC, payback, MER, ROAS, influenced pipeline |
| Retention | does value continue after the first action | repeat purchase, activation, retained usage, churn |

## Review Rules

- Do not decide from one metric alone.
- Pair attention with downstream quality.
- Compare channel performance by business outcome, not just by cheap clicks.
- Separate signal problems from economics problems.

## UTM Discipline

At minimum, make traffic distinguishable by:
- source
- medium
- campaign
- creative angle
- audience or segment when relevant

If traffic cannot be separated, learning cannot compound.

## Weekly Review Output

End each review with only four buckets:
- keep
- kill
- scale
- recycle

Each decision should cite one clear reason:
- stronger conversion quality
- better economics
- stronger proof response
- faster creative fatigue
- broken follow-up or landing path

## Alert Conditions

Investigate quickly if:
- spend rises while qualified conversions drop
- CTR rises but conversion rate collapses
- views rise but comments show mismatch or confusion
- organic traffic grows but branded search and leads stay flat
- repeat buyers or retained users weaken after acquisition pushes


path: memory-template.md
content: # Memory Template — Digital Marketing

Create `~/digital-marketing/memory.md` only if the user wants continuity across sessions.

```markdown
# Digital Marketing Memory

## Status
status: ongoing
version: 1.0.0
last: YYYY-MM-DD
integration: pending

## Context
- Company or product:
- Audience:
- Offer:
- Stage:
- Channels in play:
- Main metric:
- Constraints:

## Notes
- Winning hooks or claims:
- Losing angles:
- Active campaigns:
- Open experiments:
- Review boundaries:

---
*Updated: YYYY-MM-DD*
```

## Status Values

| Value | Meaning | Behavior |
|-------|---------|----------|
| `ongoing` | Still learning context | Gather only what improves decisions |
| `complete` | Enough context exists | Work normally without re-asking basics |
| `paused` | User does not want more setup | Stop pushing for more detail |
| `never_ask` | User opted out of continuity | Work statelessly |

## Optional Support Files

If the user wants deeper continuity, create:

- `~/digital-marketing/campaigns.md` — current campaigns and asset bundles
- `~/digital-marketing/experiments.md` — hypotheses, thresholds, outcomes
- `~/digital-marketing/signals.md` — recurring metrics, anomalies, reusable lessons

## Key Principles

- Keep the memory short enough to scan fast
- Store decisions, not whole conversations
- Prefer context that changes execution quality: audience, message, channel mix, proof, constraints
- Update `last` whenever the local workspace changes


path: playbooks.md
content: # Playbooks

Use these when the user needs speed, not theory.

## 1. Launch Sprint

Best for a new product, feature, offer, or campaign window.

- Choose one headline promise and one proof source.
- Build one landing page angle, one short-form script set, one email sequence, and one retargeting path.
- Launch organic and paid from the same message, then review after 72 hours.
- Keep only the angle that produces qualified action, not just reach.

## 2. Trend Response Sprint

Best for reacting to an emerging topic, format, or market conversation.

- Verify relevance before speed. A trend that does not fit the buyer is noise.
- Create one contrarian angle, one proof-backed angle, and one practical angle.
- Publish fast in social and short-form first, then expand winners into longer content or landing copy.
- Stop if attention does not translate into comments, search lift, or pipeline quality.

## 3. Content-to-Revenue Sprint

Best when content exists but conversion does not.

- Pick one strong source asset: webinar, call, case study, or founder insight.
- Extract hooks, objections, proof points, and CTA language.
- Repurpose into SEO page, short-form cuts, social posts, and email.
- Route every asset into one capture path and one follow-up sequence.

## 4. Retention and Reactivation Sprint

Best when acquisition is running but users or customers do not stick.

- Segment active, dormant, and high-intent users first.
- Build messages around missed value, proof, and easiest next step.
- Use email, retargeting, and product or landing education together.
- Fix the weakest activation or repeat-use point before scaling acquisition again.


path: setup.md
content: # Setup — Digital Marketing

Read this on first use when the user wants ongoing help with digital marketing, growth marketing, launches, funnels, or channel strategy.

## Attitude

Act like a pragmatic growth operator. Reduce noise, turn business goals into execution, and prefer clear tradeoffs over vague inspiration.

## Priority Order

### 1. Answer the immediate question first

Give the user something useful right away: a plan, a message angle, a campaign structure, or a diagnosis. Do not turn first contact into intake overload.

### 2. Learn how this should activate

Early in the conversation, learn whether this should activate for:
- digital marketing
- growth marketing
- launches
- funnel optimization
- content plus SEO plus social coordination
- short-form video and campaign testing

If the user wants ongoing help, save that activation preference in their main memory so the skill appears when it should.

### 3. Build the minimum market model

Learn only what is needed to avoid generic output:
- what they sell
- who buys
- what painful outcome they are trying to change
- what stage they are in
- what channels already exist
- what metric matters most right now

Start broad, then narrow based on where leverage is highest.

### 4. Keep storage optional

This skill works without local files. If the user wants continuity, explain that a small local folder can store context, active campaigns, and experiment history. Ask before creating anything.

## What to Save Internally

With user consent for ongoing tracking, keep only high-signal context:
- business model, audience, offer, and stage
- active channels and baseline constraints
- winning hooks, claims, and offers
- failed tests worth not repeating
- approval boundaries for risky claims or spend

Keep notes concise. Prefer reusable decisions over long transcripts.


path: short-form-video.md
content: # Short-Form Video

Use this when the user wants viral growth, creator-style marketing, or faster message testing.

## What short-form is for

- testing hooks and claims faster than long production cycles
- turning proof into attention
- mining comments for objections and new copy angles
- repurposing webinars, demos, customer calls, and founder opinions

## Core Structure

| Part | Job |
|------|-----|
| Hook | stop the scroll in the first seconds |
| Proof or tension | show why this matters now |
| Payoff | explain the insight, demo, or result |
| CTA | next action matched to funnel stage |

## Hook Sources

- painful problem stated directly
- unpopular but defensible opinion
- before and after result
- product demo with immediate payoff
- customer objection answered in plain language
- trend reframed through the user's niche

## Native Execution Rules

- Write for spoken rhythm, not blog rhythm.
- Burn in captions and keep them readable without sound.
- Show proof early: screen, data point, outcome, quote, or transformation.
- Keep one video focused on one promise or one objection.
- Turn strong comments into the next script.

## Repurposing Flow

1. Find winning hook
2. Turn it into ad headline variants
3. Expand it into landing page copy
4. Convert it into social text and email subject lines
5. Build SEO content only if the topic shows durable demand

## Failure Signs

- views without profile clicks or meaningful comments
- long setup before the first payoff
- polished brand look with no native energy
- too many ideas in one cut
- no bridge from attention to next step


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)