Where should we put our efforts if we are a lean Marcomm team?

And I always say, “Depends on your goals, your objectives, and your data.”

As you know, Reader, not all marketing activities/tactics deliver the same results. Let’s look over this for a moment:

• A social media post

• An email

• A radio ad

• A media segment

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They all generate a result. But is it the result that will move you forward to reach your goals and strategic priorities in your mission?

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So, let’s start there.

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I will walk you through creating your marketing plan, which will help you optimize your team and focus your efforts.

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Step One:

Write down your (one to three) marketing goals—these are the broad marketing outcomes that support your strategic priorities.

Examples:

• Recruiting program participants

• Building your brand reputation

• Advocating for your issues

• Recruiting and engaging volunteers

• Raising awareness

• Building your membership
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Step Two:

Write down your marketing strategies—what are the best approaches to reach your marketing goals?

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Note: If you have data from a strategy you’ve used in the past, pick the strategies that have brought you closer to reaching your goals.

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Examples of strategies:

• Word-of-mouth marketing

• Search marketing

• Permission-based marketing

• Event/experience marketing

• Ambassador marketing

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Step Three:

What actions will you take to implement your strategies?
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These are your objectives.

Examples:

• Increase participation levels

• Expression of trust

• Change in behaviour

• Change in knowledge or understanding (e.g., website metrics like new or returning visits, amount of time spent on your page)

• Increased readiness (What percentage of people move from awareness to action?)

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Step Four:

Tactics.

Tactics are the tools, channels, and types of content that you will use to pursue your objectives.

We, marketers love our tactics. But going back to our initial question, do we have to do it all? Do we have to do every single marketing tactic?

NOPE!

With your goals, strategies, and objectives in place, you can now focus on the tactics. This is where your data can help you out.

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• What brings more traffic to your website? Is it Instagram or LinkedIn?

• What brings more donations? Is it an email or a social media post?

• Which post had more clicks and engagement? Is the reel with an update or a carousel with statistics?

• Which post was shared more? Is the video with a story or a graphic with an icon?

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Check your data to drive your actions.

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There are infinite tactics, so knowing what your audiences value and what moves the needle is important. Also, keep in mind that one FTE should be able to execute 10 tactics.

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Examples of tactics:

• Earned media and PR

• Print newsletters

• Direct mail

• Social media

• Blog

• Lead magnets and downloads

• Website

• Presentations and public speaking

• Displays and booths

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Oh well… this turned out to be a longer email!
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You can tell how passionate I am about building cohesive, intentional, and DOABLE marketing plans.

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These steps help you build yours and move you away from a reactive state that can lead to burnout and fatigue.

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If you have any questions, remember I am one reply away, and I’m happy to help. :)

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Thank you for reading, for engaging, and for being here!

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