Build a marketing plan for the next quarter versus trying to plan out the whole year at once. 13 weeks gives you an optimal window as things change so quickly in today’s marketplace. Three months gives you time to test, measure, and revise…adjusting to new digital algorithms, competition, and innovations.
What is it you want to accomplish with your marketing over the next quarter? Do you want to educate? inform? inspire? Are you pursuing impact or income? Your roadmap must begin with a destination in mind!
Choose a theme, a set of solutions, or a new program and build a campaign around it. Build it based upon the information your audience has been begging for.
Anchor your campaign with something of value. Whether it’s a white paper, a video series, a workshop, a webinar, or a newly published book (or a launch), make sure the foundation of your promotion offers something valuable to your audience.
Clarify your messaging. It’s perfect when you can no longer take anything away so write with abandon and edit without mercy. Take out the jargon and say it out loud. Does it mean what you are trying to communicate? Remember, it’s not about what you are trying to convey, it’s the relevant information received that resonates. Take responsibility for how it lands!
Develop a cohesive, consistent look for your campaign. Make it recognizable—even if someone doesn’t see your name or logo. Create a style guide to keep you from straying too far away from the ‘feel’ you are trying to capture.
Update your website before you send people to it! Write a blog to support the campaign or build a landing page to deliver relevant information to those interested enough to visit.
Support your campaign with new profile images and social media posts. Design something that complements the look of your campaign and sets the mood for who you are and what you do.
You can’t imagine how often marketing messages are delivered without any identifying marks or information. Even seasoned professionals and talented graphic designers forget to add the obvious. Double and triple-check your graphics before you hit send or upload. Nothing falls flat like marketing without impact.
Invite your tribe FIRST by sending out an email introducing this theme, campaign, or new product. They are your loyal following and deserve the inside scoop.
Once you have invited your family, invite your community to the party. Share everywhere! Social, snail-mail, in public and in-person…whatever aligns with your objectives.
Solicit feedback, look at your insights and analytics, see what is working (and what’s not). Adjust, adjust, adjust!
Save your offer for last! All of the best marketing minds warm you up with emotional appeal, information, education, and inspiration BEFORE they ask you to buy. Think of everyone from Apple to Walt Disney (and the cable companies in between). They all treat you like a crockpot vs. a microwave. They slowly turn up the heat, getting you used to the idea before presenting an outstanding offer that will reel you in, should you be interested in what they have to sell. Bundle, anyone?