If you’ve been in marketing any time at all you know, oh so well, that tactics change from campaign to campaign product to product audience to audience and month to month. Nothing remains the same. What worked the first time fails the second.
Let’s suppose we want to launch a YouTube channel. What might the marketing tactics look like? The first thing that may come to mind are the channels the message will be pushed out from, channels such as Facebook, LinkedIn, Twitter, Email and blogging. The next thing to look at are items like frequency of messaging, what the goals of each message will be. You can’t send the same message out through all your channels. The professional business types on LinkedIn won’t be stimulated to take action by the 140 character bursts from Twitter. They’ll need educating, coaching.
Perhaps the best place for all this information is a spreadsheet. Here’s what the column headings might look like:
- Platforms (Twitter, Email, Facebook, LinkedIn, etc.)
- Content (What will go out over the wire?)
- Goals (What goals will each piece of content achieve?
- Landing Pages (Where will your marketing piece send the prospect?
- Business Goals (How does this marketing campaign dovetail with your existing marketing plan?