What’s the Best Way to Invest My Marketing Dollars?
We hear this all the time. It’s such a deceptively simple question. Seems like it should be easy to answer, right? Should I advertise on Facebook? Should I blog more? How much? What part of my marketing should I outsource, if any? Do I spend $3,000 on a marketing video, or just get one of those $500 whiteboard animations—what can it hurt—right?
In reality, no two companies are exactly the same, and so a marketing strategy that worked for one company may cause the next to fail miserably. That’s why it pays off to do your homework. Every. Single. Time.
Why? Let’s consider the questions that a proper marketing strategy would answer. These should include:
- What are your goals and how do you measure them? (KPIs and Metrics)
- What are you selling? (Product/Service, Profit Model)
- What problem are you solving? (Job to be Done)
- How do people choose your solution to do the job? (Competitive Analysis)
We’re not saying that you should do no marketing until we’ve helped you answer these questions—there is typically some amount of low-hanging/education fruit/guesses that can be tackled early in the marketing strategy development. But answer these questions you must—and not isolated in a back office somewhere (no matter how Google-ish or creative that office is). Get out in front of clients. Get out on the street. Pick up the phone. Talk to people. Ask them questions and learn about them.
Digital and Content Marketing Strategy in Play
Marketing activity conducted without a marketing strategy is like going to the grocery store without a list. You’re sure to get some of what you need—but you’ll probably miss a few things that you REALLY need, and end up going home with some stuff you don’t. That might be fine with a $100 grocery bill, but not so fine when you have to report those results to the CEO—or better yet—your board. And that’s where we can help you out. When you engage us to develop your marketing strategy, we focus on developing the following elements:
- Understanding the “Job to be Done”
- Adaptive Persona Research and Creation
- Competitive Analysis with MESH’s Xterpretor
- Opportunity Identification
- Buyers’ Journey Mapping
- Content Marketing Messaging and Positioning Statement
- Content Mapping
- Fringe Content Analysis and Strategy
- Content Distribution Strategy
MESH’s proprietary content marketing process includes leveraging a few tools and processes that uniquely help us identify your content marketing opportunities, your competitors’ content strategies, and appropriate blends for digital and content marketing.
That’s what we do.
And unless you’re selling $5/month SAAS, that whiteboard video is a terrible idea.