If your marketing objectives are achievable and specific to the business, then the marketing team can focus on the objectives, and make appropriate decisions. The team can create priorities and channel appropriate resources to the objectives to ensure that they are met within a specific time frame. Your playbook will have several sections – including one for your digital marketing strategy.
As with all strategies and plans, details need to be fleshed out, so, you can deal issues in line with your overall strategy. Frameworks are varied and versatile. Some deal with customer engagement, some with crisis management and disaster recovery.
It often is of benefit to tabulate an overview of strategies and themes by intended audience type such as this example below showing strategies and campaigns for a furniture company’s line of modular furniture.
Digital Marketing goal setting
You also need to make goals so you can focus your effort on the right method of communication. Goals need to be fixed, objectives identified and the correct channel identified.
Once you have defined your audience, stated your objective, and documented your anticipated outcome you need to create a document detailing your strategy and choice of tools. This document – which could form the basis for a team strategy discussion could contain the following questions:
- How will your strategy change your relationship with your customers in the short, medium or long-term?
- What resources do you need to carry out your plan?
- How will the new plan change relationships with your customers?
- What dependencies does your strategy have?
- How will you maintain this plan over time?
- How will you scale or replicate the plan?
- What internal or external blockers do you need to overcome to achieve success?
- What tactics, tools, or technologies will you use for your plan?
- What are the most important features required of each tactic or tool?
- What new skills or training do you or your team members need in order to succeed?
- What resources and processes will you need to mitigate these risks?
- What are the associated costs. Are they fixed costs, or on-going
- Do you need an external vendor or partner to execute on the plan?
- What could go wrong with this plan?
- How can you minimise risks and avoid a potential crisis?
There are a lot of things to consider when planning your strategies and campaigns. Getting it right now, will help you move your marketing activities forward smoothly and successfully.
In the next post we will talk about what to consider when creating your engagement framework