Painfully obvious and basic advice
But often ignored
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The best marketing tactics are usually painfully obvious and basic, but often ignored. This is my favorite:
Working in Themes. It is hands down one of the easiest ways for early stage start-ups to get the most of their marketing efforts.
So how does it work?
In any given quarter you probably have emails, ads, webinars, outbound campaigns, podcasts, events all happening. In most cases they are being treated as One-Off Campaigns, built in a silo.
One-off campaigns can create buzz, but it's often short-lived.
Once the campaign ends, it's back to brainstorming the next attention-grabber, often losing the momentum you just built.
Instead build a theme around a month or a quarter. Choose a theme that aligns with your product's strengths and your audience’s pain points.
From there the key is to use this across multiple channels over an extended period. Webinars, blog posts, social media snippets, email campaigns. See how the theme can be consistently communicated across platforms.
3 BIG BENEFITS:
By focusing on a theme, teams can produce content, tools, and resources more efficiently, getting more ROI for each marketing effort because each one can build off of each other. This also allows you to play channels off of each other and create engagement loops from one channel to the next.
Your social posts can point to your blog posts
Which offers a more in depth dive via a webinar etc etc.
Which you can also promote in your ads.
Themes offer a cohesive narrative. This consistency makes it easier for your audience to follow and engage.
A consistent theme also helps reinforce your brand, making you more memorable. Let’s be honest most people won’t remember a message they just see once.
So before jumping headfirst into another standalone campaign, take a step back.
You could and should be telling a more compelling, longer-lasting story.
What is your theme going into Q1?
Thanks for reading!
Adam