Social media actions and even plans can exist on their own, but without having an understanding of the marketing and business behind them, they could be acting in vain. Even communication focused disciplines such as advertising and public relations now acknowledge the need for broader marketing and business knowledge. Incite’s State of Corporate Social Media report of global corporate social media professionals found that 90% say social media is an important part of their marketing strategy and 80% say that social media is an important part of their business strategy.
To help understand how social media fits into the bigger picture of marketing and business I have created a visual template for a basic marketing strategy that emphasizes the consumer perspective. This template can help improve social media efforts by providing an understanding of the larger marketing and business perspective. It can help you speak the language of business.
To be honest most C-Suite executives probably don’t care about followers and engagement rates. To get approval and funding for social strategies you need to translate social media action into broader business goals such as sales, market share, awareness, customer retention, leads, etc. The template can also help create a new marketing plan or help plan the marketing piece for a startup. See below, but also download a free PDF here.
Vision/Mission: Why do you exist? To make money is not a sustainable answer for employees or customers. What does the company behind the product/service stand for and where are you headed? Think: solving a greater problem, spreading a bigger message, supporting a cause, community, the environment or being the absolute best at something specific.
Back Story: People buy for rational and emotional reasons that can come from your origin story. Show your human side of starting in a garage, using your last $5, making a childhood dream come true, an event that put the cause on your heart, something you couldn’t get as a customer, happy accident, etc. Even big companies showcase their humble roots.
Business Objectives: All marketing action must help support business needs such as sales, average spend, market share, leads, contracts, awareness, customer satisfaction, retention, referrals, volunteers, donations, etc. To do this a marketing plan must start with those specific objectives clearly defined. Make sure they are SMART: Specific (quantified such as XX% or $XX), Measurable (data you can access), Achievable (not too high), Relevant (support vision/mission), Timely (due date like X months or X years).
Products/Services: List product and service offerings, lines and versions. Describe them from the consumer’s perspective turning product/service features into consumer benefits. Look for gaps in product lines and offerings from your company, but also competitors. You may need to return to this section after industry, target market and competitor analysis.
The next section focuses on situation analysis, with important areas such as industry, competitors and target market plus elements of the marketing mix or Four Ps. The important part is converting everything to the consumer’s perspective and summarize by answering the customer centric question in each section.
Industry Overview: Is the industry/category growing or declining? What innovations and trends are important? Are there gaps in offerings? What do consumers care about most? What are their pain points? Threats? Opportunities? Sum this up by answering the question, “What is their unmet need?”
Target Market: Clearly define the group most likely to have this need with demographic (gender, age, income, education), psychographic (attitudes, values, lifestyle) and behavioral (products used, brand loyalty, usage) bases. From this answer the question, “Who needs it the most?”
Key Competitors: Identify several top competitors by market share/sales in same industry and/or by replacement products/services outside the category. What do you offer that is different? With this understanding summarize, “Why should they pick you?”
Distribution Channels: What are the convenient ways the consumer can get the product/service: A single channel or multiple channels; Your own or through partners like retailers or brokers; Online or physical store? Try to determine, “Where do they want it?”
Pricing Strategy: Will the consumer pay a premium or look for the lowest price? Do they want to pay per month for access or all at once? Do they need a free version or trial? What forms of payment do they prefer? From this answer, “What will they pay for it?”
Main Message: Try to summarize all the information above into a positioning statement written to the target market. You can follow a template like this, “For the <target consumer> who <state need>, the <product/category> provides <state benefit>, unlike <primary competitor>, the <product> <state difference>.” Boil it all down to answer, “How would you say all this to them in one sentence?”
From here the decision is what consumer touchpoints need to be used to communicate or promote this message to the target consumers. Or from the consumer perspective, “How will they experience this message?”
Advertising: Do paid messages in traditional media such as TV, print, radio, outdoor, newspaper, or local school programs, stadium signs, FSIs, etc. fit your target’s media use and your budget?
Public Relations: Can you make it newsworthy? Earn media coverage from journalist/bloggers, create events, conferences, speeches and publish brand newsletters/magazines for consumer, employee, and community relations.
Digital Marketing: How will they find it online? Start with a user centered website optimized for search (SEO), then consider search ads, content marketing, blogging, email, online ads, video, affiliate and mobile marketing.
Social Media: Where is the target audience active in social media? Look at social networks, blogs/forums, apps, ratings/reviews and podcasts. Look for ways to leverage geo-location, crowdsourcing, influencer marketing, social care, user generated content and native ads.
Direct Response: Consider direct to consumer calls to action in postcards, letters, fliers, catalogs, email, texts (SMS), TV (infomercials), radio and newspaper. Collect or purchase databases of email and/or physical addresses.
Sales Promotion: What special offers could get your target to buy, try or rebuy? Consider discounts, samples, gifts/premiums, coupons, vouchers, competitions, sweepstakes, joint promotions and special financing.
Personal Sales: High involvement products/services may require a salesperson for prospecting, customization of offerings to meet specific needs, demonstration/trial and after sale service to maintain lasting relationships.
Customer Relationship Management: CRM uses databases/software to build long-term relationships with customers for retention, extension and acquisition with special communication, services/offers and rewards often through loyalty programs.
When the forms of communication come together you want to ensure all marketing communication is integrated in message, tone and look (IMC). The final considerations have to do with time and money.
Time Table: Provide a time frame for implementation of marketing recommendations. Some functions must happen before others such as product development, pricing and distribution then promotion. Types of promotion such as Digital, PR, Social Media, Sales and Advertising must happen in a specific order.
Budget: The marketing budget can be determined by one of the following methods: All You Can Afford (what’s left over), Percentage of Sales (% of projected/past sales, consider industry standards), Match the Competition (spend what main competitors spend), Objective/Task (calculate what it will take to meet objectives).
As Philip Kotler says, “You should never go to battle before you’ve won the war on paper.” Whether you are a marketer creating a new marketing strategy for an existing company, an entrepreneur planning the marketing function for a startup or a social pro improving your business intelligence to have a greater understanding of the marketing and business behind an organization this visual marketing strategy should serve as a useful guide.