When we speak about marketing strategy or campaigns these days the complexity and possibilities can feel endless. There has never been more choice of tactics, platforms and channels available to support marketing activities, however for this same reason companies feel compelled to use everything and “be” everywhere; sometimes lacking a solid plan or strategy to manage and orchestrate it all.
I've compiled our 5 top tips to audit your marketing strategy and make the necessary tuning:
Define your objective
Whether you are planning a social media campaign, an event campaign or your digital campaign for the year it is fundamental to have a clear goal. Are you aiming for brand awareness? event registrations? demand generation?
If you don’t know what you want to achieve, you don’t have purpose, and without purpose your actions will be weak. Setting clear objectives and establishing KPIs will enable you to measure campaign performance and make the necessary optimisation changes when needed.
Establish a timeframe
Every marketing campaign needs a start and an end. This is connected to the purpose but also to the measurement concept. You can, and should, define milestones within the campaign which might have different sub-objectives but at the end of the day they should all set your campaign cadence and contribute to the ultimate campaign objective.
Know your contacts
Data is usually messy and disorganised. This is an area of planning that is constantly overlooked and often the key failing in an unsuccessful campaign. We know data can be boring, and sometimes even scary, but it is worth going through a healthy database audit exercise from time to time. The best campaign in the world is useless if it doesn’t reach the right target audience.
Pick your tactics
Website, email, podcast, video, organic social, paid social, print elements…you name it. Possibilities are endless, but your time and resources are not. You need to select your tactics carefully, have a plan, build a cadence and set a goal for each tactic type or channel.
Don’t fall into the trap of viewing each tactic type in isolation, trying to use them all at the same time or with the same frequency. Tactics should complement each other like instruments in an orchestra.
Build relevant content
Taking the four steps above should help to personalise and target your content as you will know what you want to communicate, by when, to who and where. Remember it is not about what you want to say about your company or your event, but more about what your target audience’s issues, needs, questions or desires are. Why respond to you?
Yellow Spider support clients with defining marketing and campaign strategies, and offer managed services to build and run campaigns on your behalf. If you would like to know more, need inspiration or help tuning your marketing strategy, just get in touch!