Often clients talk about needing ‘social.’ I never disagree but I always ask what they want to connect social to? Social can be a useful tool to share thought leadership, company accolades, product updates and more, but
unless the content shared on social is connected to your strategic targets, it becomes a huge distraction.
Cittadina Marketing Marketing success = strategy, focus and consistency
Margaret Sherer, Founder & CEO of Cittadina Marketing, plots the equation for building an effective marketing campaign; starting with an aligned marketing strategy, a focus upon that strategy and, the final part, a need for consistency.
MARGARET E SHERER Founder & CEO Cittadina Marketing
nothing I despise more than unstrung tactics). Tere is a strong event circuit in gaming and really nothing can replace face to face relationship building. But often the focus is ONLY on the events. Post event, a good strategy will include several touchpoints to be able to reinforce top of funnel discussions that may have happened stand side. Content is still king and prospects want to do their own research in a variety of mediums whether through press releases that attract third party validation of publishers, integration videos or top tips on migration. You simply can’t reach all of your audience at every event so a side by side digital strategy is encouraged.
Often clients talk about needing ‘social.’ I never disagree but I always ask what they want to connect social to? Social can be a useful tool to share thought leadership, company accolades, product updates and more, but unless the content shared on social is connected to your strategic targets, it becomes a huge distraction. Equally, SEO (search engine optimisation) can often be interpreted either as the organic build of content to attract prospects searching for your solutions or the paid media that comes attached to search or social search. One is a very long
investment and the other can show quick wins. Where companies may fall down is the acquisition once on site. You can lead a horse to your website, but you can’t make them click ‘contact us’ right away. Tere are many pricing strategies to be considered, but we will leave that now for another post.
Once you have drilled down to the ‘magic’ of the product with the buying journey of your ‘user’ in mind, it is the marketers job to continuously triangulate the needs of the prospect, with the wants of the sales team against the optimal positioning for the company and product. However, ensuring you have your analytics and KPIs aligned to your business objectives, means this balance will naturally emerge. You’ve taken the time to determine these strategies, and now I ask you to focus.
What does focus mean in a marketing context? Every new content distribution channel that gets introduced can potentially pull focus from your aim. Your company hardly ever needs to be on EVERY social media platform because frankly, not all of your prospects are on all of those channels. Equally, for small marketing teams, to do social well, takes a
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