Deploying marketing tactics without a strategy is like trying to build a house without a blueprint—no matter how skilled you are, the result will likely be chaotic and incomplete.
My blueprint for a strategic marketing campaign consists of Four M’s:
Message.
Medium.
Movement.
Monitor.
Let’s unpack each one.
Message. Every successful marketing effort starts with a message. But not just any message – a compelling message that resonates with your target audience. Even more, it’s not just what you say. It’s about how you say it. It should be meaningful and aligned with your brand’s voice.
Medium. Now that you have a strong message, the next step is determining the medium – the channels – through which that message is communicated. You will find your target audiences on many different platforms. Understanding where they are and where they spend their time is crucial.
Movement. Marketing involves more than just broadcasting a message. It must inspire movement. This means encouraging your audience to do something, also known as the Call to Action. Click a link. Share a post. Make a decision! This is a critical step for a successful campaign.
Monitor. This final step is about tracking the performance of your efforts and making the necessary adjustments. Data, including website traffic, social media engagement, conversion rates, and lead scores, all provide valuable insights into what’s working and what’s not.
These four M’s are interconnected. A great message needs the perfect medium for the intended audience. The medium must then inspire movement, which must be monitored to allow for continual optimization. By focusing on these four simple pillars, you can create a marketing campaign that is impactful and achieves the results you’re looking for.
Start with a blueprint and your house will come together as planned. Build your marketing campaign the same way.