Find Your Marketing Evolution
As a business professional, your job has become increasingly complicated. There is always something to research or examine. You send out numerous marketing pieces through an ever-growing list of channels. How can you modify your process to transform your marketing program into the next big success story?
These eight steps follow a well-researched process that has been used to help large corporations find increased success in their internal and external marketing strategies. The same steps can be modified for entrepreneurs and nonprofits who need to reach their community with a smaller budget.
No matter the type of business or organization, the first step of the marketing process involves identifying and understanding major business goals. This allows for strategic alignment of marketing concepts and message frameworks to compliment and strengthen the overall strategy of the brand. It also clarifies what key performance indicators and analytics should be answered and tracked to prove effectiveness.
As you align your business and marketing goals, you’ll notice a commonality. You need customers to be successful. Create a key customer persona to list the demographics and attributes of your ideal customer. This creates more effective and strategic messaging. Use a content matrix to further match your business and marketing goals with your consumers’ needs and challenges.
Next begins the content auditing process. Collect and review as much original and curated content on your subject matter and community. Complete a competitive analysis of at least three similar organizations/competitors, as well as an recognized leader in your market. This will help to determine content topics, content channels, content owners, as well as the purpose of each message.
Complete a comprehensive channel analysis to discover potential mechanisms that could be utilized to reach your target customers. This includes websites, blogs, social media, influencers, white papers, brochures, events, etc. The audit should include the primary and secondary audience, tone and purpose of each channel.
The editorial calendar is developed to map out the content strategy with dates, times and locations of each deliverable. Automation can be set up for emails, social media, blogs and other types of content for efficiency, consistency and effectiveness. Analytics highlight the content that is most valuable for your customers.
Content curation and development now come into play. Topics are researched and developed based upon the criteria discovered in the auditing process. Quantitative and qualitative research are used to improve marketing topics and enhance engagement.
An analytics report card is used to monitor your conversion rate, and improve content strategy and process, as well as realign marketing and business goals.
Repeat this process to strengthen the brand and meet the goals of the organization. Various campaigns can be strategized on their own to strengthen results or reach a specific target or demographic of your customer base.