There are many different types of strategies in the communications space. There are brand strategies that define what and who an organisation is, there are content strategies that articulate the stories an organisation tells, SEO strategies that focus on the website search ranking, video strategies, website strategies, campaign strategies, and so on.
Seems like we’ve just tacked on the word ‘strategy’ to all of those, right?
Well, that’s kinda the point. NeonLogic’s function, our approach, is all about being strategic in everything we do. Sure, you can run a campaign without a strategy. (Good luck with that though.) You don’t need a strategy to do SEO, but how do you know what keywords to focus on if you don’t know where you are going to? You can create video content without a strategy, though it could be an expensive exercise and heaven forbid someone asks what the ROI is down the track.
So, this brings us to the marketing strategy.
Again, you can run marketing activities without a strategy. Many organisations do – more than they’d like to admit to. That’s part of the problem though – without the strategy behind it, how do you know what you’re doing in terms of marketing is right? It’s akin to running to a destination without knowing what or where that destination is, or which is the best route to get there.
That’s what a marketing strategy is all about.
It’s about developing a plan for long term marketing activity. It’s about setting a destination and a route.
Now, all good strategy begins with knowledge. Researching before making decisions is oh, so important. Read our Situational Analysis article here for more on that. But a marketing strategy has some big-ticket fundamentals:
- What are your objectives for marketing? Are you all about building brand, acquisition of leads, product sales?
- Who are you marketing to? Perhaps the most critical. Who are the audiences, what do they want to know, how do you reach them?
- What is the journey you want to take your audience on? Are there certain steps, or bits of information they need to progress from casual awareness of your brand to being an active participant in your brand?
- What is your Value Proposition and message to market? This one crosses heavily into brand strategy, but knowing your value and message to the market is a key component that will define your approach.
- What content needs do the audiences have, and what content can you create? Are they keen to read long form blogs about your offer, or do you need to share tips or sector knowledge? Can you resource this?
- What channels are best to reach the audiences? Social, website, SEO, paid, billboards… Honestly, I could go on here. The list in today’s fragmented landscape is near endless. Choosing the right ones is critical.
- How is your strategy going to come to life? This is where the creatives translate our strategy, often in the form of mood boards or messaging.
- How are you going to implement and measure your strategy? Can we set up a plan to get started, what budget do we need to consider, and how will we assess success?
These are all elements of a marketing strategy.
A strategic mission
However, there is one other piece that is perhaps a little more elusive. The items above are the ingredients. The steps that must be well selected and defined. But we also require something that ties them all together. This is our strategic mission.
A strategic mission could be to leverage real stories as referrals, it could be to focus on building the brand through networking activities, it could be to build inbound activity through content creation, or running seasonal campaigns through paid digital channels that feature offers or discounts.
The strategic mission, like all of the elements above, is unique to each organisation and defining the right one is key. It is the piece that brings them altogether. It is the culmination of the research, the insights gained from it, and, it is the clear path that defines all of the other elements.
So, in short, that’s a marketing strategy. It is an exercise in understanding, exploration, definition, and setting a mission that charts a path for an organisation to be better at marketing.
This is a link to get in touch, because you know it makes sense.