1. Account for Your Marketing Goals
Savvy marketers know that a content marketing strategy must be clearly documented in order to ensure seamless execution. But according to the 2016 Content Marketing Benchmarks, Budgets, and Trends report by MarketingProfs and the Content Marketing Institute, 68% of B2B marketers don’t take the time to document their plans. This puts them at a significant disadvantage and makes their jobs much more difficult.
But, it’s never too late to start plotting out a unified marketing strategy. The first step is to define your goals from the highest level, down to each individual channel. It’s important to consider how the channels will support each other and work together. Then, the next step is to plan and chart how the various teams involved will use each of the marketing channels to promote the company’s social campaigns.
2. Set Up Brand and Editorial Guidelines
By establishing certain standards for both brand and editorial content, teams will be able to craft cohesive content. Each and every message should look and sound like it comes from the same brand on every channel. While it’s fine to make the tone and topic of the content suit the specific channel, the brand voice must stay the same to become recognizable to the audience, and ensure complete consistency across all channels and campaigns.
3. Document Distribution for Every Channel In One Place
Today, it’s important to have an integrated, comprehensive marketing approach to both enhance and ensure campaign performance. This requires documenting the different campaigns and marketing channels on a single calendar to find ways they can be leveraged together. By having all of your plans in one place, it makes it easy to find ways to connect the different channels with a single glance.
4. Sync the Team on a Regular Basis
When you’ve integrated the plans for all your marketing channels, you need to make sure your team is just as unified. Research has shown that different marketing messages across different channels can appear out of context by the time they reach consumers. That’s why it’s important to orchestrate marketing efforts to optimize all cross-channel interactions. This is easily accomplished by having the teams involved get together on a regular basis to merge their strategies and ideas. This will ensure a cohesive customer experience.
5. Follow Up through Analysis
Reviewing performance by looking at certain metrics can show which marketing concepts are working and which need additional work. For optimal results, each metric analyzed should support the overall marketing goals. The main metrics to check include:
- Unique visitors
- Conversation rates
- Number of newsletter subscribers
- Bounce rates
- Amount of time spent on each page
- Number of leads generated
- Average monetary value of an order
- Total number of customers