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Optimizing Your Online Marketing Plan

Optimizing Your Online Marketing Plan - Sachs Marketing Group

Need to ensure that present marketing plans are optimized for the future? Do you need a framework to follow so that you don’t have to change things so often? Let’s look at auditing and adjusting your next marketing plan.

Look At Your Social Footprint and Online Consistency

Brand health is important. If you have been using the same methods for the last five years, it’s time to reevaluate. Sachs Marketing Group specializes in all things branding and marketing, so we can give you an extra set of eyes with honest feedback.

Where is your brand headed? How is your message spreading? Look over your brand assets. Consider the logo, packaging, website, marketing materials, and your digital marketing channels. Does it tie together? If not, when determining your marketing budget, plan for the expense of updating it all to make it match.

Look at your photos and product imagery. Do they send the right message to your target audience? Do they adequately reflect the brand image you’re trying to convey? If not, budget for new photography.

If you run a brick-and-mortar store, does it match the look and feel of your website? You want customers to have a positive experience regardless of whether they choose to visit you in-person or online.

Redefine Your Marketing Goals For the Next Year

Look back at your previous marketing goals and budgets. What worked? What didn’t? What can you adjust to help you reach the goals you missed? How can you surpass the ones you achieved? If you don’t change your goals and plan to get there, the business will stagnate.

If you are unsure of what steps to take, review the business plan and mission statement. Those two things can help you keep focused and prepare for the future. Here are a few things to consider:

  • Define your goals – be specific and realistic
  • Identify your target market – know their behavior patterns
  • Analyze the competition – if something works for them, mimic it
  • Understand your product/service – get unbiased and objective opinions from the consumer

These four things can help you find the right goals and provide plenty of information for marketing. Use it to your advantage.

Prioritize and Organize

You’ve defined your goals, so now it’s time to set a date to achieve them within the next year. Break the year down into quarters, each with their own goals and goal dates. Then set out the plan of execution. What can really help is a vision board. It may sound cliche, but it can help keep you focused on your goals. Images and words relating to your goals can be arranged so that when you look at it, you know what you need to do. Others like to make lists for the execution. Or they doodle in a notebook with the execution ideas in the doodle.

Prioritizing is also important. Especially when a goal relies on the success of another. Focus on what has to happen first. Sometimes it may seem like several things have to happen first, don’t let it consume you. Find out what the budget can do and what your time can allow and tackle the first thing quickly. Or maybe you just need to redo the budget before anything else happens and then tackle the goals.

Plan Your Campaigns for the Year

The best thing you can do is to plan out your campaigns for the entire year. The easiest is to put in all of your holiday campaigns first. Those have to be out there at the right time to get the right leverage. Then you can work in others around the perfect shopping times for your specific product or service. Off-season campaigns can be penciled in to boost sales when they are usually low.

Social media campaigns are important for your online presence. They should match if you have any simultaneous campaigns on television, in the local paper, website, and brick and mortar stores. Be wise about your platforms. If most of your target audience is on Facebook, it wouldn’t necessarily help to use Snapchat. You also don’t have to do every social media platform. Look at what has been useful in the past and stick with those.

Collaborative partnerships are a good campaign to add to your schedule. Working closely with a brand that complements yours can save you money on advertising and get you access to new audiences.

Partnerships with influencers can also be included in the plan. Having someone else to talk about your products and special sales is very helpful in broadening your target market and boosting sales. It doesn’t have to be many, just enough to get the word out.

Optimize public relations to remind people that you are a person too. Interviews on podcasts, YouTube channels, and the various relevant print publications to get your name out in the front. The more noticeable you are, the better the outreach.

Use new trends that suit the company’s look. It may be time to expand to a new social media platform. It could be learning slang from the youth to attract them to your product. Look for new promotional opportunities. Or explore podcasts by creating your own.

Something as simple as altering marketing goals can become a major boost to your online footprint and sales goals. It is still a learning process. Some new trends may not work for you. You may find a collaboration didn’t go quite as planned. But the lessons learned can be applied to the following year. The important thing is to keep going, using what works, and learning from what doesn’t.

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SEO virtuoso, CEO @Sachs Marketing Group. Focused on being of service to business owners - helping to better position them in the eyes of their audiences.