📷Photo by Carl Heyerdahl on Unsplash
📷Photo by Carl Heyerdahl on Unsplash
One business meeting to another, Marketeers often move away from track these days. In the past couple of years, I have spend more time attending meeting than implementing plans.
In the midst of everything, we forget the main goal — stick to the plan!
Here are my 5 simple rules to Market a brand:
1. Start with the company’s KPIs and work backwards.
More often we Brainstorm with the design and content team and then it becomes super easy to come up with great designs and really creative content. But what use is that content if in the bigger scheme of things it takes 10 days to make and is far away from the actual goals?
Stick to the plan. Start with the KPIs, create 2 Marketing goals as per the KPIs, add an extra goal as per the brand in a particular industry, then create guidelines for ideas in the brainstorming session keeping the 3 Marketing goals solid.
2. Have a brand doc.
Create a brand doc and always include the themes for each social page regardless of the difference in their product design.
Stick to the theme and create sub themes for campaigns.
3. Stay Digital but get on ground.
This might sound confusing but it is whats required out of all businesses. Whether you are an online only business or not. If you are a business thats only online, focus on doing offline activations, events and pop ups on ground and simultaneously run campaigns related to the same online. While SEO, VR and SEM will be the bible for online businesses, creating brand interactions offline will help consumers create a physical attachment to the business — touch, feel, and experience in person.
And vice versa.
4. Consumers are your king, queen, army, kingdom and everything that will make your plan a success.
When running campaigns, doing beta tests, getting the first movers advantage or the early adopters, understand the insights of your consumers.
a. Why does a certain post get more engagement when shared at the same time? Thats when you want to understand what does your consumer want. Is your consumer trying to tell you something by not engaging with the post? Is it the external environment that has shifted?
b. Why do consumers uninstall within the first day of installing or leave from the landing page in less than 5 seconds? Maybe the traffic leading to the page is irrelevant. Which means the ads or content is not targeting the right set of consumers.
Value every Marketing dollar and optimise your campaigns.
And similarly various cases where the consumer has rejected the brand once but later finds it relevant.
Study study study.
Study the consumers lifestyle, insights, movements (track) and understand what your consumer really wants before pushing your brand to them. Don’t build a mansion if all they wanted is to see the style of a tile on the floor in your house!
5. Don’t depend on a single success story.
Don’t wait for a big PR launch. Don’t put all your Marketing dollars on one campaign that maybe the only campaign that may have the potential to go viral. Don’t get/depend on a single celeb or a blogger to make your plan a success. Don’t spend all your resources in the hope of a single outcome. Keep multiple things ongoing, keep multiple platforms active and multiple plans kicking at the same time. Spend every dollar wisely.
Diversify the Marketing expenditure.
Bonus Rule: Use, understand and experiment with different Marketing tools that use technology to make things simpler and TRACK everything.
Let us get back to the board now. :)
Kommentare