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If your marketing strategy involves sharing content, these are important questions and they need to be answered. This information is instrumental for determining your strategy and putting your marketing plan in place.
The answers to these questions are different for every business because every business is different. Each business has different goals, customer needs, message content and unique resources, so the online marketing strategy is going to be unique for each business.
To answer the question, “how often should I…”, for yourself, here are 5 things to consider:
What is your goal? What do you want to achieve? Do you want to drive brand recognition or traffic to a webpage? Are you advertising an event or publishing content? Be sure to identify a deadline for your goal, which will indicate urgency and speak to the frequency of your messaging.
How much do you have to say? If developing content is easy and you have a lot to put out, then a strategy that includes a lot of posting and messaging may make sense for you. If creating content is a challenge, then you might need to scale back on the schedule a bit. In either case, plan to publish each piece of content in multiple ways so that the same message goes out in many different directions.
What resources are available? Is it just you or do you have a team in place? How much time do you have and, perhaps more importantly, how much energy do you have? Are your online tools in place, or are you still building them up? Start with what is already available and build towards more resources as your plan moves forward.
What is sustainable? This is probably one of the most important questions, and definitely the one that is most overlooked. Your online marketing strategy isn’t about this week or this month. If you want to make a lasting impression, you’ll need to keep your strategy in play for a good length of time. What schedule can you create for yourself that you will then be able to maintain for six months or more? Think of the first six months as just the beginning.
Periodically ask yourself, “Is this working?” Online Marketing is a work in progress so, on a monthly or quarterly basis, check your progress and modify the program until it works for you.
Here are some key analytics to consider:
Look at the available measurements to see if you’re making an impact: Review your email open & click rates, Facebook Insights, Twitter Analytics, Google Analytics, etc.
How well are you sustaining the plan you’ve put in place? Is it manageable, or is it getting in the way of doing business?
How do you feel about the strategy? Is it empowering or is it draining you? How you feel about it will show up in your marketing, so whether you feel positive or negative about it matters!
In the end, your strategy should feel both doable and sustainable without getting in the way of you doing business. In addition to enabling you to reach out and touch customers and prospects, your marketing should be empowering and invigorating to you and your readers! If it isn’t, go back and reanalyze, making changes until it is.
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