How to maximize your marketing plans
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Any business owner or nonprofit director knows marketing is important. We know it’s so important, but we don’t always know how to maximize our efforts. Let’s face it… you’re already wearing a lot of hats, and while marketing might be one of them, you might be missing some of the nuances. Let’s dive into some of the elements you may want to consider:
Know who you’re trying to talk to and how you’re going to do it - this is the fundamental element of your marketing plan. You’ve got to know who you’re talking to so you can craft a message that resonates with the right audience. And you also need to know how to do it. The “how” includes online, in print, and in person.
When it comes to your marketing conversations, what does your audience care about and what do they need to know most - keep in mind that the answers to these two questions might change during the year, so be flexible!
Create a plan on how you’ll distribute your messages - try using a year-in-review calendar that allows you to see all the things you’re planning to do from email newsletters to in-person events, to social media content.. the works!
Decide who can echo your story and equip them to do so - no man is an island so they say. there are people around you who can help project your messages. Maybe it’s your staff, your volunteers, your connections and partnerships, your existing clients and customers. These folks are already fans and supporters so why not get them on board! The trick to this is, you’ve got to make it easy for them to share the right message. Coach them. Provide easy-to-access resources such as pre-made social media content and be sure to celebrate them when they step out and tout your mission.
Determine a time to evaluate your progress - analytics are a great truth-teller, but not all analytics are the same. Try to avoid just looking at numbers and see past the data to look more into the patterns of your audience. When it comes to your online content you want to know what content people tend to like best, what day of the week tends to be best, and what time of the day is best.
Don’t forget about your website - this should be a critical component of your marketing plan. What updates can you apply to your site such as videos, blogs, photos, etc. Are you creating landing pages for sharable resources and content such as e-guides, checklists, webinars, etc. These elements keep your audience coming to you and your site over and over again. The added bonus is your site’s analytics will be better the more current content you’re uploading to it.
These facets of your marketing plan work together with other events and in-person activities you might be planning. Don’t forget that your marketing plan should include three main areas: what you do online, what you do in print, and what you do in person.
