Each time someone asks me to implement one or two marketing activities for them, the first thing I want to know is: “How does this fit into your current marketing strategy?” and “How does this support your other marketing activities?”
One client recently remarked that her blog is not doing much for her business lately. At first there were some enthusiastic visitors to her blog. They were very interested in her tips, her products, and had questions about her topics. Unfortunately, we had moved on to a couple of additional activities that had hit the top of our priority list and the blog was left on the wayside for the moment. We try to not let that happen, but in real life, it does.
Each marketing activity needs to be part of an overall strategy. We can’t depend on any one activity or media to reach all of our target audience. They don’t all ‘hang out’ in the same place. Many read online and many still read hard copy publications. Even online there are a great number of locations to consider.
On the other hand, you don’t need to reach the whole world. That’s pretty expensive and not everyone’s interested in your offers, anyway. When you plan your marketing strategy, make sure each piece fits together with and supports the other pieces.
As well, frequency is critical. Most people see your information at least 15 times before they take action.
Together this client and I are implementing several new strategies. As each one is in place, our marketing strategy and schedule will provide the direction for all components of our marketing strategy.
2 Comments
Great article!
Thank you, Dennis.