You know your market, your message and your channels; now it’s time to think about some actions.
But First, Your Aims
Of course, if I had looked at any of my marketing strategies before writing these blogs, I would have remembered that first off, you need your aims. It might be to get more sales, brand awareness, convert some leads, whatever you need to do for the business. Make sure they are quantifiable or trackable in some way, so you know how your strategy is performing. That’s the main thing. Just use the tried and tested SMART criteria and go and put them on the top of your list.
You know what you want to achieve, who you’re going to target and where you’re going to do it. Now is the time to think about what you can do. I normally go through each channel and list some actions that will help achieve the goals. So, if you wanted to start a social media campaign you might need to:
Actions are all very well, but we all know how momentum can be lost and ideas evaporate because time runs away with you and suddenly it’s year end and you haven’t done anything.
So, make sure there are some dates in there. You need deadlines to work to, and make them realistic to how both you and your company work or you’ll just be disappointing yourself.
If you’re not tracking what you’re doing, you don’t know if it’s working. You don’t know how you can improve, what worked well, even which segment of your target market responded the best. So, think about your monitoring before you undertake the actions – what tracking methods can you put in place? How often should you analyse responses or effectiveness? How about a nice final report? It doesn’t have to be fancy, especially if you’re not necessarily going to be presenting it to anyone, but an excel spreadsheet somewhere in your files will be a godsend next time you’re planning similar activities or want to update your strategy.
Work on all of these elements and you’ll have a marketing strategy to work towards. You could also put all your actions in a handy chart to keep you on track and motivated (especially if you’re like me and love a To Do list).
If you need a bit of help completing your marketing strategy, or talk through any of these points, you can contact me. I love talking about all aspects of marketing and would be very happy to help, even if it’s just a brief chat to get you started. Good luck!
Freelance Marketing Consultant, especially that Social Media stuff.