1. Strategic goals and follow-up on those plans
If you don’t have a strategy, you may be sunk even if you do take a multichannel or integrated approach to marketing. Here’s why.
First, hitting the digital marketing treadmill without a plan leaves you spinning, constantly fighting an uphill battle and running as fast as you can without getting anywhere. This is bad for any company, but it’s especially disastrous for enterprises and corporates, where wheels once put into motion can be hard to stop even if they aren’t going anywhere.
A comprehensive strategy is a road map from current state to desired state. Once you start drawing this map, you may even realize that where you thought you wanted to go is the wrong destination, and proper strategizing lets you make adjustments to your marketing plan so you head toward the right place for your business. By starting with strategic goal setting, you can seek stakeholder feedback and ensure your marketing plans are going to work for the entire enterprise.
Second, a strategy isn’t just a line between points A and B and the hope that you can make it there. It’s a stairstep approach with measurable milestones that lets you reevaluate your goals, actions and performance constantly and make continuous improvements that help you succeed at lower cost and in less time than an unorganized approach. This is a huge benefit to marketing directors and VPs in enterprise structures because milestones with attached numbers make for convincing presentations when asking for marketing budget or the go-ahead with new campaigns. It’s great for smaller brands and even solopreneurs because you know exactly what you need to do to make growth happen with the help of marketing.
Still not seeing the value in strategic thinking when it comes to integrated marketing plans? Think of it in terms of resolutions — the new year, new you kind.
The standard resolution goes like this: I want to lose weight. I want to make more money. I want to save more money. You get the idea.
The average success with a resolution of this type? Failure by February.
Experts point out that resolutions don’t make sense when you frame them as simple aspirations. So what if you want to be healthier or more financially stable (or get more done with your online marketing plan)? What does that even mean, and how are you going to get there?
Instead of vague resolutions and aspirations, a real, professional marketing strategy ensures you have measurable goals. The difference for your bottom line between those two states of strategy can be huge. In the first instance, you’re simply hoping for improvement. In the second, you lay out a smart plan based on benchmarks, your own business needs and goals, expert advice and realistic yet challenging milestones. Then you break each milestone into projects and each project into tasks. It makes it easy to get the entire team and vendors involved at the appropriate level because everyone knows exactly what tasks they’re responsible for and when.
By starting with the first task and working through each one, you can start experiencing little wins and accomplishments almost immediately. Piling those on top of each other starts to create a snowball effect, and before you know it, you’re hitting milestones and blasting through goals with your integrated marketing strategy.
And the best part about all of this when you work with Lead to Conversion? You don’t even have to do the work on every task. We customize our services to take the right level of marketing burden off your team’s shoulders, all without compromising your mission and business vision. First, we help you create a detailed integrated marketing strategy that’s much more than aspiration. Then, we help you put it into action.
If this was the only benefit you got from working with experts on an integrated marketing strategy, it would be worth it. But you don’t just get this one benefit. You get them all — all 10 on this list plus many others.
So, let’s look at a few more. Number five is going to be a winner with any company and may help you get the go-ahead for your marketing plans, but don’t skip ahead — you’ll miss some critical benefits that could turn your online marketing from murky to magnificent.