Too often, marketing and communications strategy and planning is lost on the pursuit of quick results from shiny, new marketing tactics. There are two general categories of such “shiny new marketing tactics.”
The first trap is generally set when a new sales representative sells you something promised to be the sure-fire way to bring leads in a short period of time. For example, while SEO, LinkedIn advertising and lead-generating landing pages are all valuable tools, on their own, they are not overnight, sure-fire solutions to your marketing communications needs. There is no such solution. In fact, those “sure-fire solutions” will likely only divert your marketing efforts and budget in the short term, with perhaps a short burst of results, leaving you to move onto the next thing.
The second trap is typically set off by being too reactive, rather than proactive with your planning. This often happens with companies that either cycle through marketing teams or agencies who change the company plan, messaging or look, with little regard to what has or has not worked in the past. Audiences start to recognize brands over time through repetition of consistent messages. Companies that don’t allow for that time or consistency often change strategy too quickly and end up with multiple marketing materials and campaigns that look like they belong to different companies—and typically a poorly defined brand. Even if your firm has several different investment strategies, a common theme should tie them together for consistency.
A successful, integrated communications strategy starts with solid messaging that leads the ongoing plan and is driven by content that supports it. It may use one or many tactics, but is thoughtful and consistent in message. Over time, it builds brand, reputation and trust.
While there are many tactics that can be used to support a well-integrated marketing plan, not all those tactics will work for your company, or your budget. What matters is building your plan with what works for your firm.
So what’s your communications strategy?
Do you have:
- Messaging or brand strategy
- Ongoing communications planning
- Content development (for your website, email marketing, public relations, social media…)
- Trained spokespersons
We’d love to help you build your strategy and plan, supported by tactics that will work best for your firm.