When creating a successful marketing plan, it’s important to incorporate both strategy and tactics. Rather than opposing one another, the strategy informs the tactical choices. Anyone who tries to separate the strategic from the tactical is missing the big picture.
Read MoreHow do you feel about the content you’re producing? Regardless of your company size, content marketing should be a key part of your overall marketing strategy. After all, content is the fuel of every other part of marketing.
Read MoreHaving a marketing strategy means you should be aware of and in touch with your ideal client: understanding what platforms they’re on, what questions they’re asking, and what solutions they’re looking for so you can speak directly to them.
It means you should have a clear marketing message: one that reflects your business values, your mission, and what your company stands for.
It means you should set appropriate goals, aligned with the metrics that matter most for your company.
And it means that you should be actively testing different methods, campaigns, and approaches to see which give you the biggest return on investment (ROI).
Read MoreIn recent years the tendency of brands to speak up about subjects like racism, human rights, equality, and other social justice topics has increased. This tendency, sometimes referred to as brand activism, might have you questioning whether you should shift your messaging, as well as when and how to do it.
Social media has created an environment where anyone with an account (okay, pretty much everyone) has direct access to brands. People can easily get in touch in real-time, comment or share their experience, and create buzz surrounding a particular brand.
Your marketing strategy should take into consideration your business values and company mission, and focus on matching your message to the moment.
Read MoreYour point of view is how you see the world. Your point of view is an expression of the problem you solve, your approach to solving it, and why people should work with you. Having a documented point of view will give you a tool to center these ideas in content so you can help your customers understand the big picture of what they get when they choose you in every piece of content you share. It makes your content consistent in sharing your point of view, regardless of the topic you’re taking on.
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