The Marketing Tactics Help Affirm the Campaign Goals

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Jul 052012


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.)
  • Frequency
  • 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?
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Decide on the Marketing Goals Before theTactics

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Jul 022012


I’ve taken time this past week to work on my Media Mix Strategy. Briefly that means, how will I communicate with people…what channels I use (email, Facebook, Twitter, LinkedIn, etc…frequency…subject matter and so on. Like all strategies they need fine tuning from time to time. I always like to review the strategic goals that were originally set. There are times the goals need to change…at least somewhat, but the basic drift of what I want to accomplish stay mostly the same. By strategic marketing goals I do not mean…

  1. Make money.
  2. Make More Money.
  3. Make the Most Money Possible.

If those are typically your marketing goals, read no further. We’re on different plains. If you believe the money will come after the hard work has been done then your part of the audience I want to reach.

The six goals we originally put in place still ring true:

  1. Help people grow their small businesses
  2. Introduce people to technology that will benefit their businesses
  3. Engage people
  4. Build an audience and not just numbers
  5. Promote InPlainSite Marketing services
  6. Share the spotlight with friends who offer non-completing services

What are your marketing goals? Feel like sharing them with all of us?

The tactics used in our marketing media mix strategy will follow in a few days. Check back. Good luck writing your goals down.

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