Solid marketing plans remind me of well-built houses. In the story of the Three Little Pigs, two of the pigs found out the hard way that cutting corners can be disastrous. Marketing is the same way. To serve your purpose and have lasting value, your plan and your components need to be strategic and strong. And that begins with the right foundation.

First, hire the right people. Most of us don’t know how to build a house from the ground up. So we hire professionals for that. And that begins with a reputable contractor who will hire excellent sub contractors and still stay within budget. Great contractors hire experts in each field so that the finished house is marketable. And houses that last are built on solid foundations.

There are many components in a successful online marketing campaign. Your website, SEO, PPC, social media management, email drip campaigns, effective use of video, all of these are necessary. A reputable agency hires experts for each tactic who know how to work with each other to pull the whole campaign together for great results.

But before planning and executing individual tactics, a successful campaign begins with a strong foundation. And that is messaging.

Messaging is Key

When clients meet with us for the first time, I’m often amazed that I can’t tell what they do by looking at their website. The graphics might be stunning and the writing punchy and hip. But what is it that they actually do?

We have seen so much money wasted on websites that don’t provide a clear message to the customer. When your prospects land on your homepage, they need to see copy and graphics that tell them immediately what you offer. They need to see your phone number and they need to know how to get in touch with you.

When distilled down, marketing has three core components: Message, Market and Media. In simpler terms: What, Who and How.

Your message is the foundation. Telling customers who you are, what you do, what makes you unique, and why someone should hire you rather than another business offering the same service all go into your message.

On top of that comes the market. Who you sell to, who needs your product or service, where they live or do business define your market.

Finally comes media. Media represent the tools you use to reach your customers and how they can reach you. Tactics such as your website, SEO, PPC and social media fall into the media category. Fully developing your message, understanding your market and utilizing the proper media will help you build a strong foundation for your overall marketing campaign.

If you’re feeling overwhelmed about how or where to start, professionals can help. We’d love to provide you with a no-obligation, no-pressure free consultation to ensure your marketing efforts reap benefits.