Project marketing: Acting on your needs
Project to project marketing strategy is efficient, there’s no doubt it. Its costs and results are based on short to mid-term necessities with specific requirements. This makes for easy budgeting, planning and implementing.
Understandably it may seem like a good idea at first, but is it really what you need? The lack of momentum in such an approach will inevitably fail at generating the potential synergy brought on by a full-span and recurrent Online Marketing Strategy.
The main limit of such a strategy lies in the fact it’s bound to time and/or reach restrictions. Amongst other things, there will also be no viral effect worth talking about. And is far as Digital Marketing goes, that’s pretty much a deal-breaker!
Integral & recurrent marketing: planning ahead
Implementing an integral and recurrent Digital Marketing Strategy is consistent in delivering the performances you’re aiming for. A brand’s online credibility and competitiveness can only truly be considered authentic when developed methodically through time and with consistency.
Whether it’s Display & Adwords advertising, Emailing campaigns, Social Media Management, Mobile application, Online Customer Service, and whether you’re trying to keep your current clients or find new ones, you can’t afford not to include any of these levers into your digital marketing strategy on a regular and long-term basis.
Recurrent and integral Strategy is a 4-step process that will lead you from the outskirts of your digital presence to the confines of online leverage, where you can fully benefit from what every lever has to offer on its own and combine with others. In comparison, project to project strategy will only lead you as far as the 2nd step on average.
1 ) Setting up your strategy (months 1 through 3)
The first 3 months include a number of basics parameters such as assessing your touchpoints, building an online environment and establishing your baseline. Once this is achieved you can proceed to establishing your presence on search engines listings, gaining followers, initiating relationships.
The key to this is developing your own content strategy, which, in turn, will lead to the crucial action of creating your digital footprint, an informal online identity of sorts. Potential clients will use this to establish your credibility and trustworthiness.
2 ) Gaining traction (months 4 through 9)
The second and third quarters will be devoted to stepping up the pace of your strategy.
- Touchpoints start converting to conversations points, as you progressively gain traction on Social Media platforms
- Calls-to-action Click-Trough Rate improves
- Establish position in search engines
- Start Mobile Strategy implementation.
Emphasize your steadily developing digital footprint by leveraging client / member feedback through online customer support.
This is where a project-based Marketing Strategy will start to loose its interest.
The strategy riff
Although a project-based strategy might work for you in the beginning, it will quickly loose traction.
- Referral and lead generation are much harder (if not impossible) to achieve.
- Gained followers are lost for lack of appropriate and sufficient interaction. Hence, initiated relationships fail to be exploited to their full potential.
- Ambivalent digital footprint (side effect of the previous), combining positive and negative content.
The obvious statement at this point is that once the Project has come to an end, its positive outcome will rapidly decay.
Here’s what you’ll be missing out on from thereon if you haven’t chose the path of a recurrent & integral marketing strategy.
3 ) Stabilizing your position (months 10 through 15)
Over this period of time you can expect a number of interesting developments.
- Conversation points will shift to conversion points as you gradually establish your industry leadership position
- Search engines steadily improves,
- Sale revenue increases through new acquisition channels.
A positive side effect of these occurrences will be the development of client loyalty towards your brand.
4 ) Digital expansion (months 16 through 30)
From this point onward you can pull up a long chair and enjoy the fruits of your efforts as you witness the following positive effects:
- Search engine ranking stabilized through permanent competition benchmarking and cost-effectiveness optimization.
- Brand power gained through confirmed status as industry thought leader.
- Revenue stream strucutured through consistent and proven media campaigning.
As your marketing strategy will reach its peak structural level, the aspect of viral growth will become crucial from hereon out. The gradual shift from a reactive to proactive use of Social platforms will multiply the potential of earned media by turning your clients into actual brand ambassadors.