Developing a Marketing Strategy

If you feel that 2017 is the year to take your business to the next level, there are actually many things you can do to achieve the best possible outcome. Although using one or two marketing strategies is a good place to start, using several at once really puts you in an advantageous position because you’ll know which ones are working best for you, and your target market, almost right away. Also, since consumer demands are always changing, it’s important to remain flexible in your approach and adjust accordingly so you don’t fall behind.


Here are 6 steps to building a multi-platform marketing campaign:


  1. Create a marketing plan. Instead of just doing what comes to mind and seeing where it takes you (randomly building a website, distributing flyers, etc), start with a brainstorming session. Focus on several keywords and see where the research and profitability potential lie with each one. This will tell you how likely people are to search for these words, talk about them and react to them. When done properly, the plan should cover the next six months of your marketing plan and focus on bringing in new leads that allow you to appeal to a vast audience by using all of your online assets.
  2. Develop a mobile presence. Did you know that if your site isn’t mobile friendly, Google will not allow it to show up on mobile devices in a search? Therefore, if your content isn’t mobile-friendly, you’re leaving a lot of money on the table. This is especially true for brick-and-mortar locations that have clients that cannot always come to the physical location. Since people now use their smart phones for nearly everything including research, shopping, and more, it’s imperative that businesses ensure that all of their  web content, including graphics are viewable from cell phones and other mobile devices.
  3. Use social media. Regardless of how tech-savvy you may or may not be, everyone, including your clients and potential clients are on social media and using it every day, all the time, to keep in touch, find entertainment, as well as, remain updated on news and sports. Therefore, if you want to be where your customer is, you too must be a constant presence on social media. Whether you choose to be on just one platform, or spread your content across multiple platforms, it’s important to be consistent, and even automate most of your social media content in order to save time. However, a few hours a day of interaction with fans, users, clients and potential clients could go a long way in growing your business.
  4. Build a mailing list. It takes time, money and effort to bring a person to your website. Therefore, if you let them click away without asking for their contact information, that is the equivalent of throwing all that time, money and effort out the door along with them. Using an auto responder like MailChimp or Constant Contact helps businesses collect email addresses in one place. Since most people are reluctant to provide their contact information, it’s important to offer something useful in your email marketing, such as a monthly newsletter, email-only discounts, and other content that is not available anywhere else.
  5. Keep search engine optimization in mind. Optimizing your website with topics and keywords that are relevant, make it pop up at the top of search engines. Now that digital marketing is available on a global scale, there are so many ways to build a successful marketing campaign. Also, adding keywords helps search engines find your pages using their crawlers when someone enters a search phrase. This makes your site more accessible to a wider audience.
  6. Maintain customer service. This should always be in the forefront of every business’s mind. Once you get a potential or current customer through the door, you want to keep them there for as long as possible, and hopefully get them talking about your brand and/or products. With the speed of which data spreads across social media and the digital world, excellent customer service has never been a more important element of a business’s marketing strategy.


Building a successful marketing campaign is a lot about trial and error. Not everything you do will be an instant success. There may even be some loss at the beginning, before you find your footing and figure out what works for you and what doesn’t. Once you do find the right strategy, you’ll be able to make up for any losses and continue on your winning streak, attracting new and current clients alike.