You've heard of Spring Cleaning, now get ready for Fall Systemizing.
How does an entirely automated marketing strategy sound? Or at least one that doesn't feel like throwing spaghetti at the wall? This is what the idea of Fall Systemizing sets out to achieve. Creating a system for your marketing that works with you is the easiest way to ensure than your efforts aren't in vain.
The steps are simple:
- Determine the best platform(s) to use
- Determine a realistic time period to turn over content
- Determine a short term goal
- Determine a long term goal
- Schedule and execute
Determine the best platforms to use.
The key to this step is understanding that you're looking for what platforms are best for you and your business. Yes, TikTok is ever-popular, and yes, Facebook Ads seem to be an integral part of marketing, but are they the tools that will bring you the best results?
It can be hard to determine exactly which platform(s) will bring you outstanding results. The best place to start is with your key audience: the audience that brings in most of your business. To get to know your audience, we highly recommend setting aside 30 minutes to fill out an Empathy Map. This will allow you to get into the mind of your ideal customer and ideally, determine which platforms they're most likely to spend time on. Then all you have to do is take this information and move forward accordingly.
Most likely, these platforms will include different social media platforms, email, website, etc. Pick 2-4 that you realistically have time for.
Determine a realistic time period to turn over content.
Completely automated content sounds like a dream come true (and it is!), but the reality is, if you keep all of your content the same and automated forever, you'll run into boredom from your customer base, issues in email deliverability, and outdated content. It's smart to keep a reminder to update your content on your calendar, but the cadence should be personalized to you and your schedule and strategy.
At rezora, we evaluate our active campaigns every six weeks. This gives a sold month of testing the campaign out in the wild with a couple of weeks to adjust strategy and content based on the results of the previous content.
Determine a short term goal.
As you're figuring out how often you need to turn over your content, you'll also figure out how often to redetermine a short term goal. Continuing to use ourselves as an example, this means we at rezora create a new short term marketing goal every six weeks. Sometimes it's to increase awareness of a new feature, or other times it's to advertise a new product - the key lies within evaluating what's going on in the rest of the company and the trends of your audiences.
Determine a long term goal.
All of the efforts throughout all of your departments should be in support of overarching long term goals. Typically, these look like an increase in revenue, an increase in website traffic, or other big goals with big deliverables. These may already exist within your organization, in which case you should contact your leadership team. Otherwise, take what you know and what you've learned and take a stab at it - you can't really go wrong with trying to improve.
Schedule and execute.
You've figured out the bones of your sustainable, systemized marketing plan - now it's just a matter of putting it all together in the most successful way possible. If you're a smaller team with limited resources, we're huge proponents of repurposing content. This will make the idea of consistently turning over content feel significantly less daunting. Creating new content that's exciting, engaging, and successful is most of the battle - check out these resources for making it easier:
- Blog post about segmentation
- Blog post about marketing campaigns
- Content topic
- rezora's Marketing Services
With the hard part out of the way, you want to make sure your hard work pays off - don't let your plan and your content hang out on your computer desktop forever! If you use a project management software like Asana or monday.com, put reminders on your calendar to start and stop paid campaigns, schedule new content, and activate new drip campaigns. Set as recurring and market away!