Marketing Drivel and How to Avoid it
I read a lot about digital marketing strategy and it mostly misses what strategy is and confuses it with tactics.
What Strategy is
Strategy is the condensing of your ‘vision’ into a focus for your business. It’s how you are going to get your business to where you want.
What Strategy isn’t
It’s not tactics. It is not the different channels that make up digital marketing.
Digital Marketing Strategy Ideas
- ‘…to be the most influential website for X’ in the UK.’
- ‘…build a community of like-minded people who will buy our products or services.’
- ‘…the main information resource for Y in Europe.’
- ‘…making learning an instrument a creative and practical experience.’
- ‘…the most responsive organisation in the area for Z.’
- ‘…to entertain while educating children, 8 – 13.’
Realistic Strategy
Be realistic, be specific about your audience and be prepared to ‘pivot’. Your first strategy might not get you to where you want. But you will have learned much. You’ll learn a lot if you use the good old SOSTAC marketing plan model. More below…
“Moriarty, the Tactics!”
Once you are happy with your strategy, you feel it is achievable because it is realistic and it is true to your vision then you can choose the tactics.
Tactics – Digital Marketing Channels
- Content Marketing
- Video Marketing
- Email Marketing
- Search Engine Optimisation
- Paid Advertising
- Social Media
- Affiliate
- Partnerships
- Influencers
- PR
- Webinars
The above are the main tactics at the disposal of digital marketing. How are you going to use them? Well, depends on budget, people and time.
Where to Focus?
Content. It is that simple, well, I’m exaggerating here but all the tactics have one thing in common, they need content. Lots of original content.
Content is informative and entertaining AND it makes you different. So, get it right and you are a long way along the road to seeing the fruition of your ‘vision’ / strategy.
All of these tactics rely on technique and technique is much the same. O’ there are shortcuts, there are different ways of doing them all but they are definable.
Creative content is not definable. It’s original thought, different ways of seeing, involving and engaging your audience.
Strategy and Originality
Strategy doesn’t have to be mind-blowing. Strategy doesn’t have to be that original.
Strategy is looking at the opportunity in the market, the gaps where the competition is absent.
SOSTAC in Brief
- Situation: Where are you now?
- Objectives: What do you want?
- Strategy: As above.
- Tactics: As above.
- Actions: Things to be done to make the above work.
- Control: Budget, people and how you are going to track success.
Learn more
You can learn more about starting your strategy, choosing your tactics and avoiding all the marketing drivel in this piece ‘Digital Marketing Strategy – Hertfordshire Based Consultancy’
Drop us a line if you fancy a chat about your digital marketing strategy.
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