What do all successful marketing campaigns have in common? A strong foundation with four fundamental elements: a solid strategy, integrated content, measurements in place, and the right people.
- Devise a strategy
Developing a strong marketing strategy is crucial to driving your marketing efforts forward. Construct clear goals and objectives and define how you will meet those with specific strategies and tactics. Do your research. Understand your audience. Appreciate the internal and external factors effecting your industry, company and competitors. If your business is operating within the cannabis industry, you may want to consider using marketing strategies devised by an agency with a focus on delivering services to that specific industry – take a look at this marijuana marketing guide to get yourself started.
- Integrate marketing content
Use your goals and objectives to drive an integrated content marketing plan. Content marketing drives marketing initiatives forward, with emphasis on content creation and distribution. Integrate your digital, traditional and online marketing plans to create the highest visibility. Ensure high search rankings with refreshed content and keyword optimization across all platforms. Be creative with your content and create a calendar to keep you on track. Items to add to your calendar include but are not limited to:
- Blog posts
- Byline articles
- Press releases
- Social posts
- Press releases
- White papers
- E-books
- Infographics
- Set up Measurements
As you devise your strategy and integrate content across all platforms, it is essential that you set up tracking and measurements along the way using a marketing dashboard or similar services. It is up to you to define what success looks like. Is it the number of followers? Articles published? or leads? Tracking and data analytics will help you determine where efforts are flourishing and where there is room for improvement.
- Hire the right people
Your CFO or CTO might know your business backward and forward, but that doesn’t necessarily make that
person the best one to communicate your messages. Finding the right marketing person who can skillfully integrate your company’s brand and voice with the proper marketing channels can make or break a campaign. Whether hiring in-house or using a firm, finding the right people to generate and disseminate your content is crucial.
At Eco Branding, we take all the necessary steps to devise a strategy, utilize an integrated marketing plan and track success in all our campaigns. We rely on a comprehensive team of account managers, content writers, graphic designers, programmers and digital media specialists to ensure all the right people are using an integrated approach.
Contact us today to learn if Eco Branding is the right hire for your marketing success.
Written by Danielle Kershner
Danielle is a partner and Senior Account Executive for Eco Branding. She is passionate about bringing her communications expertise to the cleantech industry. Danielle has over 7 years of public relations experience in different industries. She has a B.A. from the University of Maryland in Communication and Psychology with a focus in Public Relations. Danielle is a guest contributor for Renewable Energy World and Alternative Energy Magazine. Based in New York, Danielle enjoys hiking, camping, music and good beer!
