The importance of having a comprehensive marketing strategy
I hate to break it to you but there comes a point where you can’t just rely on social media as your main form of marketing!
But Honey, don’t worry. I’m not just going to say something like that and leave you in a panic wondering what to do next! That’s why I’m dedicating this whole blog to showing you the importance of having a comprehensive marketing strategy that summarises everything you might want to include.
Let’s get going!
Social Media Magic
I know I’ve just said that your marketing can’t solely rely on social media but that doesn’t mean it can’t play a big part!
However, tempting, you can’t just pick a random platform and post absentmindedly! Social media marketing is all about finding out which platforms are best for you and your business.
For example, if your business is a highly aesthetic and visual business, Instagram and Pinterest would probably be the best fit! (although, if we’re going to get technical, Pinterest isn’t necessarily a social media channel but that’s a topic for another time!)
Just remember, social media is amazing, but having a strategy behind it is key and it's not the only way you can market your business. There are several things you can start to incorporate to build up that overall cohesiveness, lets dive in.
The Wonders of Paid Advertising
A good natural next step up from social media is using paid advertising, yep your organic content can help inform your paid strategy.
However, if you’re not careful or it’s not done correctly, paid advertising can be a bit of a bottomless money pit! Buttttt, if it is done correctly, paid ads do a lot of the heavy lifting and can save a lot of time when it comes to organic marketing. It can help get eyes on your business a lot quicker and takes you away from having to solely rely on the ever-changing dreaded algorithm.
Because honey, let’s be honest…These algorithms are changing quicker than the tides at this rate! So keeping up with them and constantly changing your social media strategy can be draining and quite frankly that’s not the vibe we’re going for!
So generally, paid ads have a quicker impact due to their instantaneous nature! Once they’re approved, they start working immediately. Just be careful, the likes of Facebook do have some strict rules around advertising.
Another benefit? They complement your organic content and any SEO strategy! Speaking of SEO…Let’s talk about it!
Super SEO
SEO stands for Search Engine Optimisation. And the way you incorporate this into your marketing is by creating and posting organic content online! It helps your business become visible in the search results on search engines like Google.
But why is it so good? Because when people open up Google (or whatever search engine they’re using) more often than not, they are about to start searching with intent. They are on there for a reason- to find something specific!
However, on social media platforms, more often than not people aren’t searching with intent. Instead, you almost have to disrupt their attention to hold it. Or your post has to show up in the right place at the right time!
One of the best types of content you can upload to help boost your SEO is blogs, and also be sure to optimise your website copy with relevant keywords.
Unfortunately though, you can’t just publish a blog or update your website copy and expect to be ranked number one by Google (although I wish that were the case!). Organic SEO can take a long time to become really effective. So start as soon as you can and build it up over time, and remember patience is key here!
The Power of Emails
One of the most overlooked parts of a cohesive marketing strategy is email marketing! By setting up an email list, you have direct access to a user's inbox which is pretty cool…
Emails are a great way to communicate directly with potential customers and can be used to reiterate something important you spoke about on social media or share a new blog announcement. They're also fab for sharing any exciting personal or business news/updates and are just a nice way to show your customers that you care about communicating with them! Not to mention the wonders they can work in improving your customer retention rate.
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Keeping everything cohesive
So why is it so important to have a cohesive marketing strategy that expands over different platforms? Well, it all boils down to having different touchpoints!
Back in the day it was something like 7 touchpoints with a potential customer and you’d get a sale but now it’s more like 20 touchpoints before you get a sale!
This is simply because everyone lives such busy lives now and we consume so much content on a daily basis!
So you need more touchpoints to help your business be seen as an authority and something people can trust. Building up a good rapport is crucial and the best way to do this is to be everywhere!
Howeverrrrr, one thing I always say in my business is you have to do what works for you and just because everyone is doing something, doesn't mean you have to.
Take reels for example! If they aren’t your thing, there are other elements of Instagram you can focus on! At the end of the day, it’s about making all the things I’ve mentioned work for you and your business. So it’s important to look at what cohesiveness means for your business because it’ll be different for everyone!
And if you need any help creating a cohesive marketing strategy, I’m always here, I love to get my eyes on your business!
P.s one of my top tips for keeping everything cohesive is having one element as your base and expanding your content out from there…but if you want to know more about that, keep your eyes peeled because my next blog will be all about that topic!
