Digital marketing

Marketing Mistake 5: Not Having a Long-Term Digital Marketing Strategy

Marketing Mistake 5: Not Having a Long-Term Digital Marketing Strategy

Hello, welcome to another Your Digital Marketing Journey blog in this season. I’m talking about the mistakes I made as a first-time entrepreneur and we’re down to the fifth mistake. I will start this blog with the quote you may have heard, which is “Marketing is a marathon, not a sprint”. I think that quote really makes a lot of sense as an entrepreneur. When you market your product or service and talk about it constantly, you expect to see results. But if you keep in mind that marketing is a long-term thing, then you will work according to a defined digital marketing strategy. You have to understand that it takes time for people to really start trusting you and wanting to do business with you. Without this understanding, you risk becoming inconsistent with your marketing.

Why do you need a long-term digital marketing strategy?

Let me give you a simple example of social media. When you start with your social media, obviously you don’t have any followers, but you start posting and you start posting regularly. You set a schedule for your week and start creating content and posting it regularly for your followers to see. And of course, you will see follower growth. Follower growth may differ from person to person, but you will see that your followers start to grow.

Now imagine you couldn’t post for about a month. Will your followers continue to grow? May be! But will they grow at the same rate as before? Definitely not. When you stop marketing, people forget about you and growth slows.

Take Coca Cola, for example. They are around 100 years old and they have sold their drinks around the world during that time. Yet they always come out with new campaigns like putting your name on the bottle. Why would they do this if they had already established themselves? It’s because people change. Audiences change, their preferences change. So they need to keep marketing and stay relevant. When you start marketing, your goal is to get people to know you, and as you continue to market to the same group of people, they will convert to buyers.

How to be consistent with your marketing?

Now that you know that being inconsistent with your marketing is a mistake, what can you do to stay consistent? I’ll give you some tips from my experience.

Marketing plan: The first thing is to have a plan. Have a clear marketing strategy for a specific duration. Something like three months is a good idea when you’re just starting out. As you get better, you can start planning a year ahead. Your marketing strategy should take into account your objective for this duration, the channels on which you want to be present and the messages broadcast on these channels.

Budget: Once you have decided on the plan, the next step is to decide on a budget and the resources you need. With small businesses, this becomes a challenge because you don’t have the budgets of a big business. This is why it is important to plan your budget in advance. You know what you need to market, and your budget can either be a limiting factor or help you get there. So having a clear budget in mind will help you allocate as much amount to marketing and not worry about it affecting different aspects of your business. Also be clear about the resources you need. For example, if you need graphic design resources, do you even have them in your company or will you need to hire someone? If you need to hire someone, of course, that’s within your budget. So aligning your budget and resources with your strategy will help you have a very clear plan of where you want to be in the next three months.

Group your content: The third thing (and I definitely recommend it!) is to create content for your campaign in batches. For example, if you’re running a social media campaign, create all of that content at once. Don’t think you’ll be able to do this at the last minute because I guarantee you won’t be able to. And also when you’re working on a group of content, it looks consistent because you’ve created it all at once. This applies to everything, whether it’s videos, blogs, or anything else that’s part of your campaign during that time.

Keep track: When you have a long-term plan, it’s important to keep track of all of your dates for all of your actions. And if you have a team, it becomes even more important because you need to know who is doing what and when will they deliver it. Whether it’s yourself or your team, know what needs to be delivered and when in order to achieve what you have planned. With a team, it’s important to opt for a productivity tool like Asana, where everyone also has visibility of who is doing what.

These four steps should help you stay consistent with your marketing. Marketing is an important aspect of your business and you can’t afford to stop your efforts while you’re busy with other things. So creating a plan every three months and outlining everything you need to do will help you stay on top of all your marketing activities. A long-term digital marketing strategy will help your business grow slowly and steadily.