Part Five: Identifying Effective Marketing Tactics
We’re over halfway complete with our series: how to build a successful marketing plan!
So far, we’ve covered the following steps:
Now that we know our target audience, or audiences, we need to identify how best to reach them.
Some tactics may have been discovered during your research and data analysis, such as a specific publication, trade show or newspaper, but many times this will need further research by your marketing team.
As with all marketing plans, it’s important to be as comprehensive as possible in your marketing mix. You want to find tactics to reach your target audience, or as we like to call them “clones”.
The easiest way to get started is to first identify your basic marketing categories. This usually includes the following:
- Public Relations
- Social Media
- Events (Trade shows, community events, etc.)
Before you start including specific tactics, consider the following:
- Do you need consumer-facing tactics?
- Do you need Business to Business (B2B) tactics?
- Do you need both?
- Do you need internal tactics to current employees, customers, leads or past customers?
- Do you need all?
Many tactics may be used twice, for instant an email campaign. You could have a consumer-facing email blast for a product as well as a B2B email blast about a new service. These would be two individual tactics within your marketing plan.
Now it’s time to get to work and start adding your individual tactics. As you do so, be sure to include whether it’s a tactic for brand awareness, lead nurturing or lead generation
For example, a billboard might be for “brand awareness” while an email blast would typically be “lead generation” based on your call to action.
Why do you need to know this? It helps set the expectation of each tactic and will help you measure ROI based on its purpose in supporting your overall business goals you identified.
To learn more you’ll have to follow our blog as we’ll discuss this topic in an upcoming series post!