Our first challenge when working with a new client is to identify not only their long-term goals, but what types of marketing they have attempted in the past. Were they successful? Did they achieve the desired results? Could those results be measured? Developing an effective strategy requires first knowing where we are, so we can plan the best path to where we want to be.
The final goal of any marketing strategy is to clearly communicate your message to your chosen audience. This should not be determined by the abilities of your agency, but who your target audience is. Are they primarily on their phones or a desktop? Where do they get their news? Do they use Social Media? Do they check their email first or the mailbox? Getting the answers to these questions can help enhance your message and better determine the channel(s) you use to deliver it. It means your message is getting to your audience more reliably, which means higher return on your marketing dollar.
Making connections with your customer base starts with a good message, delivered in the most effective way. A review of past campaigns is a great way to plan an overall strategy, but once your strategy becomes action, regular analysis of campaign results help guide the focus. Using A/B testing and channel activity comparisons, we can focus on the message and delivery method that the target audience is responding to best.
Taking the time to research, analyze and plan your marketing strategy is always the best way to assure good results for your efforts. But as the strategy progresses and evolves, new information will be gained with each individual campaign analysis. As these results are collected, adjustments should be made to the channels used to deliver messaging. Are you getting a lot of hits on a Web video? Lots of comments on Social Media? Great click-throughs from an email newsletter? The best way to communicate to any group is to go where they go, and speak in their own language.