Small Girls PR is a boutique PR company based in New York, and one of the company’s talents is throwing amazing events for their clients, like Olay. This event recap carousel on Instagram is an effective event marketing example. Regal’s tweet is an example of owned media because the company was in full control of the answers followers gave (and, apparently, American Werewolf didn’t stand a chance). Regal effectively kept true to their brand by using only classic movies in their poll,, while still putting a modern spin on it.
This campaign allows the company to better align with the things their customers invest in as well as the places their customers travel to. While some companies try to squeeze as much messaging as they can into that short slot, Geico has taken the opportunity to make fun of their brand for taking up your time in the first place. By populating their YouTube channel with user-made video content, GoPro has encouraged their fanbase to capture their footage and adventures, and then post it online. Meaning, your strategy document should map out the series of actions you’re going to take to achieve your goals, based on your research up to this point. By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and which you’d like to remove from your strategy. The idea is to build a picture of what types of earned media will help you reach your goals (and what won’t) based on historical data. However, if there’s something new you want to experiment with, don’t rule it out just because it’s never been done before.
By combining all of these details, you’ll be able to create buyer personas that are accurate and highly-valuable for your business. That depends on your businesses — it’s likely to vary depending on whether you’re B2B or B2C, or whether you sell a high-cost or low-cost product. Marketing tactics, or tactics of any kind, are the specific actions you choose to take throughout your strategy to help you reach your end goal. In other words, a strategy is your destination — it’s the achievable, focused plan for getting you to your target. Tactics are concrete and definable steps within your strategy that ensure you reach your objective. Fill out the form for your copy of the beginner’s guide to marketing.
Today, with the internet, shifts that once took decades to occur are happening within months and years. You have to be prepared to pivot your plan and be agile enough to move things around. Don’t overcommit to something and be so entrenched that you’re unable to pivot when necessary. It doesn’t mean that your goals need to change; rather, the steps you need to take to reach your goals. This is also the power of re-targeting and frequency of views. No matter how you go about positioning your company or what type of media you go after, you have to ensure that the company is consumer-centric. If you’re not helping the consumer at the end of the day, and they’re not getting more in return than what they paid you for, you’re largely wasting your time.
You may find a particular article you contributed to the industry press drove a lot of qualified traffic to your website, which boosted conversions. Or, you may discover LinkedIn is where you see most people sharing content, which increased traffic. By looking at your content audit, you might discover that ebooks hosted on a certain type of landing page convert really well. In the case of this math tutoring company, you might make the decision to add an ebook about “how to make studying more effective” to your content creation plans. Based on your buyer personas, identify any gaps in the content you have. The idea here is to figure out what’s currently working, and what’s not, so that you can set yourself up for success when planning future content. Make a list of your existing owned content, and rank each item according to what has previously performed best in relation to your current goals.
The final step is to bring that all together — to put actions into your planning. Create a document that maps out the steps you need to take to execute your campaign. Recall that paid media means any channel you spend money on to attract your target audience.
Twitter, Facebook, and LinkedIn offer paid media options that boost your exposure. You don’t have to create your buyer persona with a pen and paper. In fact, HubSpot offers a free template you can use to make your own (and it’s really fun). Buyer personas should be at the core of building your strategy. If you can’t define who your audience is in one sentence, now’s the chance to do it.