I was recently having a conversation with a marketing colleague about what I was doing this time last year in my marketing initiatives. As I recall one of the struggles that I had was so many clients wanted me to build a social media presence, (a Facebook page, a Twitter site) but without a marketing strategy that would support integrating these marketing channels and enhancing an online presence. It reminded me of the line from a movie..."Build it and they will come." This has not proven to be true as I have recently had several return client inquiries with the request of how do I increase my online presence, drive traffic, and make all my marketing channels work for my business? I am thrilled that the question is being asked, and now to answer the question. I won't be able to do so in one blog, but will do so in a series.
This evening I am heading to Nairobi Kenya to speak on this topic and will share the knowledge from my presentation and will follow up with other key nuggets of information I learn while on this trip. I hope this helps.
One of first things, I strongly encourage business owners to do is to take a test. How confident are you in answering the following questions:
1. What are the top 3 applications my target market uses the most to learn about my product or service offerings?
2. What is my competition doing and more importantly not doing?
3. What is a key vertical or industry I can focus on whose needs are not being met by the competition?
4. Is my marketing strategy scalable so that I can easily adapt to new technologies and applications to continue to engage my audience?
If you did not feel confident in answering the question than I recommend starting with creating a marketing strategy. Strategies are typically viewed as laborious with very little return, but I disagree, as I have seen them work and believe they provide valuable insight. To support my point I will use the analogy of the bicycle wheel and referencing the associated graphic. The business/marketing plan serves as the hub of the wheel, and the spokes are the media channels that work for your business, and the rim and tire (where the rubber meets the road) is the measurement and ROI piece (to be covered in another blog session). All components need to work together to make the wheel roll forward which of course is no different than making your marketing strategy work toward your business goals and objectives.
If you are thinking of creating a tactical marketing plan here are some resources to guide you through this initiative:
Tactical Planning for Small Business
Social Media Tactical Planning - Marketo
Marketing Plans - Templates and Samples
Sandy Williams
