How to develop a connected marketing strategy: 7 critical steps
The simple framework of seven steps for developing a connected marketing strategy:
Step 1 — Tactics
The tactic that produces the primary result. It could be content, advertising, word-of-mouth, networking, email marketing or events. You don’t need to choose just one. Apparently, the more you use efficiently, the more tactics you will have to achieve excellence in for your organization or you as an individual. Choosing a primary tactic gives you focus. In my case I prefer the content, it works, I get the results that I look for, the short and long term in my connected marketing strategy.
Step 2 — the format
The format can be audio, text, video, images, etc. You can choose one or several. In my case it is text, but soon it will be video and audio. We live in a world where anyone can have an idea and share it (in whatever format you can think of) and distribute it for free. It can manifest itself in great or small length; it can be live or produced and edited. Something more amateur or “PRO.” In addition to the format is the form.
Step 3 — Frequency
My frequency is daily text and will be weekly for video and audio. We must avoid frenetic rhythms and saturate the community with content, but it is recommended to be regular, consistent, progressive and self-disciplined. This is one of the most undervalued parts of the method. When businesses fail in content excellence, usually, it is because they have not created their own pace and fluency, so customers never get to connect. Before the Internet appeared, you went every week or at the beginning of the month to the shop because you knew your magazine had arrived. Imagine the feeling of going and that it’s not there. Disappointment, mistrust, and disconnection as a result. The same thing happens today when your post or podcast isn’t up. When you don’t appear you create a vacuum that weakens your brand.
Step 4 — Attention
Visualize (or better draw) a triangle. For each point of the triangle, choose an area of interest. Example: brands, customers, and technology. What does it mean? Easy, you won’t produce, share or promote any content that in any way is not directed to the three areas of attention that you chose. It could be a single area to start, but when you advance, the more points you have, the more focused and the more efficient your actions will be. Choosing fundamental concepts is not as easy as it sounds.
Step 5 — Marketing
Once you have defined your points of attention (triangle, square, hexagon, etc.) now, you have to find out the exact intersection of all of them (aspects of focus). Example: How marketing effects, changes and touches the areas of brands, customers, and technology. Again, it might seem like something straightforward, but it isn’t. If in the center, of my content (my main tactic) there is no notion of impact on price, diffusion, value, and resonance, then I shouldn’t publish that content. Marketing is what connects everything. For you and me.
Part 6 — Shuttle
How do you get your message to spread? You need a community, online and offline. With that, you can influence your products or services that will amplify the scope of your actions and results and allow you to reach new clients. This means that you need a shuttle composed of different channels where you have the opportunity to embed your message. How will you reach the people who want to hear you? What paid and organic opportunities exist? It takes more time to create tactics (content) than to spread them; today sharing does not have the value it had years ago. We are not looking for a promotion strategy, but a value strategy. You are not looking for an extensive list of opportunities. Be very specific about what you intend to get and go for it.
Step 7 — Analysis and Adjustment
Determine what ROI you are looking for and use your analytics and your metrics. The purpose is to understand what works, where it is working and how it is working. Think about the frequency of use of these tools, not only to understand your audience but also to adjust and modify your tactics (content?). The goal is to connect more efficiently. This will make it easier to see the results of the connected marketing strategy.
Find your place — connected marketing strategy
Developing a connected marketing strategy is indispensable to understanding and acting on the “why and how” to connect with the world. By following this process and doing the work that matters, you will find your place amongst your clients and you will impact in a world where there is hardly any difference between them.
[This article appeared first on isragarcia.com]
Make this story rock only if you find it worth it!
Isra García = 53 clients, 42 businesses advised, 398 speakings, 3.1221 posts, 23 projects, 6 books, 370 lectures, 6 companies, 9challenges, 18 experiments, ∞ failures. So far…