How does your online presence and content make you feel? Happy, content and a little giddy or scared, confused, and a little upset? If it’s the first one then give yourself a break and enjoy a little entertainment. If it’s the second one, then read on and lets do something about it.
Before starting with a new client I always start with the same 4 concepts:
Once I’ve gathered as much info as I can using these 4 concepts is when I then begin the strategic and tactical planning. After all, knowing is half the battle.
A good mission statement is a powerful thing. It can focus activities, inspire individuals, commit resources, fuel corporate communications, clarify marketing messaging, and provide guidelines for tactical and strategic planning. It should be the guiding force behind your decisions because it’s what your company stands for.
When was the last time you looked at your company’s mission statement? Do you have a mission statement? If you don’t have one then get on it right now. If you have one then pull it out and see how everything compares.
Does your content support your mission statement or is it in opposition of it? Do your profiles and campaigns work to further your mission? Let this be your “guiding light”.
AIDA stands for Awareness, Interest, Desire, and Action. It doesn’t matter what tools or platforms you’re using for your marketing the classic AIDA model can help you organize, define, and focus all of your online activities.
Figuring out where everything falls in this classic sales & marketing funnel will help define a purpose and style for everything. It will help you understand what’s happening in your processes and why.
Money, Authority, Desire, and Response. MAD-R are the attributes that define what a market is. When you find these attributes in a much higher concentration then it’s considered a target market. Do you have these laid out for your customers?
Knowing these attributes will help define your messaging. It will define the words you use, the keywords you strive to rank for, even the jargon you associate with your business and your products. Knowing exactly who your target market is and why they’re your target market can make a huge difference in the content you create, the things you say, and the decisions you make.
Strengths, Weaknesses, Opportunities, and Threats. You probably did this when building the business plan for your company and now is the time to revisit it.
SWOT can be applied to any part of your business or the business as a whole. Run a SWOT analysis on your marketing to see where you can make improvements and build better campaigns. Use it to analyze sales and customer service to find ways to improve their results. It’s another classically powerful way to help simplify and optimize your business.
When you combine the power of knowing exactly what direction you want to go, funnel organization, customer info, and objective analysis your decisions become easier. Using these concepts will help to organize and clarify your messaging and simplify and optimize your online presence.
Thanks for reading,
Josh “Shua” Peters