The WHY Factor: Going Beyond Social Media in Your Marketing Strategy
We get asked all the time, "Can you help me with my social media strategy"? While it seems like a basic question for any marketing professional, our response is always the same: "Of course we can, but first, what story do you want to tell?”
Creating a marketing plan isn't just about "doing social media." It’s about clarifying your “why,” then figuring out how to tell it organically, showcasing your value to the audience and customer. Sometimes this means funny TikTok videos, other times it’s heavy research-based papers. It’s important to identify the WHY before determining the HOW.
When developing a marketing plan or a specific campaign, there are a series of questions you should consider:
What do you want to be when you grow up?
Not really, but kind of. It’s important to understand who you are and what you’re building before you start thinking about marketing. Why does your brand exist, and what value do they bring to your audience? The “why” shapes your entire marketing approach.
What’s written on your tombstone?
It sounds morbid, but think about it: if you or your company die tomorrow, how do you want people to remember you? This is an important exercise in distilling who you really are.
Who are you talking to and where are they hanging out?
Building customer profiles are important to understanding both who you’re talking to and HOW to talk to them. Go beyond name and age and think about their drivers. What keeps them up at night? Where do they hang out?
Once you have these key questions answered, you’re able to better communicate with your customers and know where to find them. This understanding will help you create more effective marketing campaigns and target the right audience.
As you craft your strategy, pinpointing where your audience spends their time is as crucial as the message itself. Your choice of platform—whether it’s email, social media, partnerships, or out-of-home advertising—depends on what you're trying to convey, where your audience is most receptive to your message, and, of course, your budget. When thinking about your marketing mix, there are a few things to keep in mind:
Respect the platform
Each marketing platform has unique strengths and weaknesses—effective marketing plans understand and respect this, along with audience expectations. For example, Instagram and Pinterest are visual-heavy and work well for lifestyle and retail brands, while LinkedIn is ideal for B2B communication and professional content.
Don’t be boring
Many marketers just create cool-looking ads and put them up on Instagram. Although this may occasionally work, a little creativity and elbow grease would go a long way. This comes in the form of partnerships or collabs, infographics, or even product marketing. Whatever it is, don’t be afraid to try new things. Just make sure you know how you’ll measure success before executing. Trust us on this one.
Test, iterate, test again
It’s crucial to test different channels and messages to see what resonates best. If it doesn’t work, fine. Just try something else or switch something up. Sometimes failure isn’t about failing; it’s that you quit too early.
Think strategically about your mix
The most effective strategies use a mix of channels to create a cohesive plan. For example, a social media campaign can be complemented by an email follow-up, ensuring multiple touchpoints with the audience. This is another place to put on your creativity hat. Again: don’t be boring.
