The tools and techniques available to marketers today are a far cry from what I encountered when I began my career over 25 years ago. To me, that’s part of what makes the field so exciting. However, in the rush to push out new initiatives, I sometimes see a simple truth being lost: Success still depends on having a clear strategic plan.
So, as a savvy business person, adapt your tactics to the changing marketplace. But don’t forget to ask yourself these questions, the ones you’ve hopefully been asking of your marketing all along…
What’s my goal?
Is this a long-term growth strategy or a short-term win? Are you trying to get more business from current customers, find new customers, or really focus on generating profitable sales? When asked to execute a specific tactic, dig into the underlying reasons. For example, are you launching a company Twitter account because “everyone should have one” or because you have a solid plan for what you’re going to do with it? Always start with the end results you want and then develop a plan for how you’ll accomplish that, both now and in the future.
What have I done that’s worked well in the past?
While you should continue to seek out new ways to reach your customers and keep testing to see if you can improve your results, don’t quit doing what’s working. Keep those campaigns in your plan and learn from them. Build on your successes by experimenting to see which elements you can pull into new channels.
Who is my customer?
Has this changed? Find out! Do research, get employee feedback, analyze your database, listen and participate on social media, append information. Know your customers inside and out, better than they know themselves. This not only impacts how you use channels to reach them but also when and where and at what time. Plus, it’s a goldmine of information for your creative team as they shape your messages.
What problem do I solve for them?
There had better be at least one, and the customer shouldn’t have to be the one who figures it out. That’s your reason for communicating with them. Customers hold the power in their interactions with brands today. Respect that and maintain your company’s credibility by sending thoughtful, relevant communication that helps solve their problems.
What do I want them to do?
Sounds simple, but it’s amazing how often marketers forget to include a call to action. Let readers/listeners know what their next step should be. In a lead generation or nurturing campaign, this could be downloading a piece of content, signing up for a webinar, or requesting a demo. If it’s an offer, make it easy to buy and offer transaction options that make sense for your audience. Be specific in stating what they’ll get by completing the action, which builds trust.
How will I know I’m successful?
Hint: “I heard people say they thought the ad looked cool” is not a true measure of success. Set your measurable goal, track your results, and use real data to determine if your campaign was a success. If you’re testing to try to beat a control offer or creative, identify the key metrics most relevant to your overall goal.
The options available to marketers today can be overwhelming. It’s far too easy to blow through your budget when you haven’t taken the time to really plan. Start every campaign by building a strategic plan. That helps keep multiple programs on track, moving you toward your overall business goals.