STEP BY STEP: CHOOSE YOUR MARKETING STRATEGY WISELY

hen creating your marketing strategy, there are so many options these days. Print, digital, in-person, e-mail marketing, website design … it can be overwhelming. It’s important to give careful consideration to which platforms you want to use, rather than take it all on at once - in order to effectively leverage that systems’ potential.

So, how do you select which tools are best for your business?

When selecting which platforms you should put your energy into for growing your brand in the digital space, we suggest selecting at least one evergreen and one timely platform to focus on. Evergreen is basically content that can stand the test of time, while timely is - as noted - something that’s really only relevant for the dedicate time period. Read more about timely vs. evergreen here.

When is comes to picking which evergreen platform is best for you consider a few questions:

1. What type of content does your marketing team enjoy creating?
2. Where does your target audience spend most of their time?
3. What type of content does your target audience want to consume?

Your evergreen content is how you build your audience and fill your business sales pipeline. This is the content that will engage and build a relationship with those you want to connect with. Think: videos that offer a deeper understanding of your work, long-form blogs that someone will spend time with, photo galleries of projects and so forth.

When you look to select a timely platform, pick one that pairs well with your evergreen platform and is where your target audience spends time. Your timely platform is going to be where your business is able to create a community and stay in touch with current trends and events.

Here’s an example of what this might look like:

Your team decides it can create informational PDFs that will be useful to potential clients and build that relationship. These PDFs need a place to live. You could decide to use Pinterest as a house for these, however - you need to consider whether your audience is actually on this platform.

A second option could be to house the PDFs on your website, and use blogs to share details about these PDFs on LinkedIn, because many potential clients are there. Then, you can also provide timely updates on your LinkedIn platform, and you’ve simplified your strategy to focus growth in this area.

Another example would be to use Instagram to share informational posts that promote downloads of the longform PDFs. Instagram has tools like reels and stories that create a perfect way to share timely updates.

You can also use a combination of these platforms, in any of these examples and many not mentioned.

Are you still looking for more information on creating your marketing strategy? We would love to have a conversation to help you pick what the best strategy is for your brand.

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