Have you ever heard the expression ‘failing to prepare is preparing to fail’? Well, that goes for your marketing too. A lot of businesses have a solid plan in place for year 1, but when they get to year 2 they start to get a bit lost. Some just keep on going with the same marketing plan as before, and these are the businesses that often come across as ‘out of touch’.
At Pickle Marketing we are strong advocates of putting as much planning into your marketing strategy as you do into your marketing materials. By planning and reviewing your marketing efforts every few months, your business can stay fresh and agile, and always delivering the right content to the right people. You can do this by focusing on these 3 main areas:
While the demographic in your head about your audience might stay the same (aged 25-30, female, owns own business, for example), the needs of that demographic won’t. This is a huge part of your marketing effort, and one that shapes everything you do. After all, you don’t want to be sending your prospects irrelevant information do you? Instead, by conducting market research and tracking the patterns of sales you can get a better idea of what is important to your customers. You can then take that information and use it to modify your marketing efforts, delivering the right message to fit your audience.
Planning out your marketing efforts in advance allows you to draw a narrative for your readers through your content. Instead of sending out unrelated blogs, newsletters, flyers and social media messages, you can instead focus on your key areas. You could divide your content month by month and theme it, so that for example September will be all about back to school. Or you could plan your content around the offers you have running that month, or any other theme you like – the options are endless. By planning in advance you are showing your customers that you care about them and your businesses, and that you take pride in your cohesive marketing strategy.
Of course, it’s not just your content that takes some planning. Once you have decided what to talk about, you need to figure out where to put it. Where are your blogs going to live? Will they be cross published to forums, on LinkedIn Pulse or promoted in your newsletter? How will you build up your mailing list, and which social media platforms are best to spread your message? Your distribution strategy is almost as important as your content, and it keeps you on track for delivering the right messages to the right people in the right way. If you can do that, you are well on your way to seeing more interest and more sales.
No, we don’t mean a workshop that lasts for 90 days! Our 90-day planning workshop will inspire you, and help you to build a step-by-step plan that is practical, relevant and tailor make action plan for the next 90 days of your business, all designed to drive more profit into your business. This workshop will includeplanning for marketing success, and help you develop your next steps towards successful marketing. This session will be held on the 18th September in Newbury, at the Hilton Hotel. There are still a few spaces left, so if you need a hand planning your marketing efforts and developing a long term strategy, this workshop is for you! To find out more information, or to register, click here.
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