Cost-effective, results-driven marketing programs require a strong marketing foundation. Skip this step, which many companies do, and you’ll be chucking money and time down the trash can. Here’s what you’ll need:
- Messaging: Invest in a strategic marketing consultant to create powerful messaging that’s in line with the marketing strategy and will connect with your ideal customer and buyer persona. Your company’s messaging must be based on a core strength and a customer purchase driver. It also must differentiate your company from its primary competitors.
- Visual brand: Have you ever done a double-take at someone who’s dressed in a sharp, professional, and/or unique manner? The clothes a person wears helps to identify something about him/her. That’s what a visual brand does for a company and is why the process of developing a brand requires a thoughtful and informed approach. Invest in a logo, fonts, colors, and a tagline that is like a perfectly tailored suit for your company and will stand the test of time.
- Website: A responsive, secure, customer-focused website that delivers a great user experience and is optimized for organic search is a must. Companies have called Marketri in a panic because their 1990s looking website lost a major opportunity for them. Having an A+ website should be a top priority. In fact, companies that don’t have one and aren’t investing in one shouldn’t bother creating a marketing plan or doing any marketing.
- Analytics: To move the needle through effective marketing planning and implementation, you’ll need to know where the needle has been and is now. Establish baseline website and social media metrics.
Tip 4: Consider marketing technologies to take the load off.
Marketing programs without marketing technologies are at a serious disadvantage because they’re not as measurable and scalable. Now, I’m not recommending that every marketing plan or program include marketing automation, ABM, SEO and social media software. Your target markets, marketing budget, communications plan, and talent will inform what technologies your company is ready for during a particular fiscal year. Various software packages should be evaluated during the marketing planning process every year. As you review different platforms, ask the following questions:
- Am I currently doing something manually that would be improved / expedited by software?
- Will it improve our reach with our target audience and help personalize our messaging?
- Does it assist in lead capture and qualification?
- Can I start-off with a basic package and grow into a more premium version over time?
- What is the platform’s learning curve and do we have the talent in-house to use it effectively?
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