Fallston Group

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marketing strategy

Six Simple Steps to Begin Your Marketing Strategy

By Andrea Lynn, Marketing Communications Manager 

For many, the concept of creating a marketing automation strategy can be mighty intimidating! We all vaguely know we need one…hopefully someone is posting on social media and placing some ads, right? Effective marketing goes far beyond piecemeal efforts; to fully activate your channels, it takes true engagement, oversight and strategic thinking.

Where to begin? By following these six simple steps, you’ll be well on your way to developing and implementing a true marketing strategy:

  1. Create measurable goals. What are your business goals? Be SMART. A S.M.A.R.T. goal is defined as one that is specific, measurable, achievable, results-focused, and time- bound. Keep your business goals simply written and clearly defined. Accountability is key!
  2. Assess your audience. Who is your business trying to reach and what is the call to action? Your message points should be tailored to each market and tied back to your business goals.
  3. Check out the competition. What are your competitors doing to achieve similar results? Pay attention to the marketing platforms they use – are they active on social media? If so, what channels? Are they in the news? Is their message consistent across social media, PR and their website?
  4. Create core messaging for your brand. When crafting your message, keep it short and easy to understand. Personalize it. It is important to connect with your industry’s audience. Remember, the most important message is the message received!
  5. Make your message worth sharing. Nowadays, the “human interest” factor is more important than ever, particularly in the news and within relation to social media algorithms. Why should your audience pay attention to YOUR message? Bring value and tell your story with relevancy. Not a sales pitch!
  6. Pick your platform. With ever-evolving technology, it is impossible for most companies to have a presence everywhere. Focus on the platforms that will help you influence your audience. For example, if you’re targeting C-suite professionals, LinkedIn will be a valuable marketing tool. However, if you’re looking to reach the media, you should use Twitter and email, and consider creating a press release…but, that’s another blog!

I hope these steps begin to shape your thinking about laying the foundation for your company’s marketing strategy. If you need help, please feel free to contact me at andrea.lynn@fallstongroup.com or 410.420.2001. You can learn more about Fallston Group’s strategic marketing & PR services by clicking here.

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