Why & How to Create a Comprehensive Marketing Strategy

Simply creating a Facebook page is no longer going to cut it when it comes to landing conversions for your business. Where it used to take 5 touch points to get a potential prospect to respond, now it can take up to 15. Customers know that they have options and like to do their own research before making purchases. For that reason, it’s important to form a comprehensive marketing strategy, rather than reactionary, to market your business in numerous avenues.

Understand Your Brand

Before you take on a comprehensive marketing strategy, you want to be sure one thing stays consistent across all channels: your brand. Perhaps this is a good time for you to start thinking about what your brand is, and what you want it to be. Create a brand guideline with valued information like your vision and mission statement, but also how you would want to be represented visually, like your logo, fonts and brand colors.

Expand in All Areas of Social Media

Social Media has exploded over the past decade and it’s not slowing down anytime soon. In order to develop a comprehensive marketing strategy, it’s critical that you utilize all the social media channels available to reach your audience on multiple platforms. A user who views a Facebook Ad about a new gym membership offer may find enough interest to click on the ad, but most likely they won’t be signing up for the membership that second. It may take a few times of seeing the ad before they have an idea of who your business is and feel comfortable moving forward. That’s why it’s important to publish your ads on various channels, so users can see it many different times. 

Create Email Marketing Campaigns

Once you have your social media channels up and running, it’s a good idea to also start creating routine email campaigns. Everyone will always need to check on their email for daily updates, so this is a great chance to reach out to past customers or visitors on your website. The more personalized you can make your emails, the more effective they will be. For a past customer, you can invite them to renew their subscription for a discounted price. For a visitor who added a couple of items to their cart, you can remind them to checkout before their cart expires. You also want to ensure that you include an eye-catching CTA that will make it as easy as possible for the recipient to do whatever you’d like them to. Similar to social media, having this reminder can help them become more comfortable with converting.

Rank Organically on Search Engines

Another area of marketing that you should be catering to is where you rank on search engines. Your visibility on search engines has a direct impact on the number of traffic going to your website. Therefore, it’s important that all your product and offer pages are properly optimized for SEO. Performing intent-based keyword research and infusing those terms within meta tags and the content of your website, are both helpful ways to land a higher spot on the SERPs. Another way to prove to search engines that you are an expert in your industry is to create a blog that publishes fresh content that is relevant to your industry. Google prioritizes user experience so if you prove that your content will resolve what users are searching for, you will be rewarded in your ranking.

Better Compete with PPC Ads

In addition to ranking organically, you can better compete for conversions by investing in paid ads with Google. Pay-per-click or PPC, means that you pay per the clicks on your ad. Therefore, it’s important that the clicks are going to high quality users who will most likely relate to your products. To achieve this, you want to ensure your keywords are specific to your target audience. You will also want to check your Quality Score (QS) to ensure you are positioned highly on Google. If your score is low, you will need to re-optimize your campaign to better its visibility. There is a lot that goes into building a comprehensive marketing plan, but don’t feel like you have to do it all on your own. To learn more about how Tind-All Creative Marketing can help you with your marketing needs, call us at (860) 916-4561 or visit tind-allcreativemarketing.com.