02.27.2017 / Posted in Strategy
There are a lot of crazy ideas out there when it comes to marketing.
And when you read that line just now, you probably imagined some of the bizarre commercials you’ve seen or the wild public stunts that you’d heard about—or even encountered.
Yep, that’s one way marketing can get crazy. We won’t lie—the crazy stuff often really works.
Yet another crazy idea about marketing is that you can come straight out of the gate with the big stuff without having the marketing basics covered.
We know, we know… It sounds boring. (Actually, we think it’s pretty cool—but that’s us.)
Look, you need a certain baseline of marketing activities happening on a regular and consistent basis to truly even be marketing at all. Let’s call this basic level “bare-minimum marketing.”
Are bare-minimum marketing ideas big, sexy ideas? Typically, no. Yet on a long-term, consistent basis, it’s not the sexy stuff that gets the results. It’s the bread-and-butter, baseline activity.
Further? That sexy stuff—the stuff you can’t do every day without reduced effects and a fortune in spend—won’t get you anywhere near the results it could achieve if you’d been doing at least the bare-minimum marketing beforehand.
Marketing Tactical Mix
Your company’s goals, products, services, market landscape, competition, and audience should determine your marketing strategy and plan. Your ideal marketing effort needs to be tailored to your specific company.
Yet every company, in every discipline, has certain baseline activities that need to get covered:
- In today’s world, websites need to stay updated and current.
- You need to create a certain amount of new content on a regular basis.
- E-mail marketing needs to be on point—in terms of frequency, message, brand, and distribution lists.
- For branding, sales, customer service, or a combination of all three, you probably need to have a presence on social media.
- Digital ads may be essential to promote your offering.
- And everyone, always, needs to measure and adjust their efforts based on results.
Once you establish your baseline for marketing activities, you need to set your baseline for the frequency and consistency of their execution.
You want instant gratification. Don’t we all?
Alas, few things in life come easy, and nothing comes at all without the fundamentals happening consistently over a period of time. True in fitness—why can’t we get South Beach−worthy abs after one workout?—and true in marketing.
Marketing’s effectiveness is tied to repetition. You need to get in front of your target audience and stay in front of it in just the right measure. One appearance isn’t enough—and neither is one appearance every so often, when you remember to do it or happen to have a few extra minutes to put something together.
Each marketing tactic has its own baseline level of required frequency to count toward effectiveness. For example, e-mail messages need to go out regularly and consistently on one timeframe, content needs to be developed on another, and each social medium even has its own best-practices around posting frequency and response requirements.
Also, the frequency of one activity’s execution will depend on the frequency of execution for another activity. You need to build your baselines in one fell swoop, with everything interlinking in mind.
Move the Needle
Once you have the basics covered, and done well, you can build up to more sophisticated, aggressive marketing activities. Do the baseline marketing tactics well and consistently, and you’ll see the needle move. We promise.
For help on getting the basic marketing to-dos checked off your list and moving the needle, contact FrogDog.
Image courtesy of Gualberto107 at FreeDigitalPhotos.net