The simplest approach to getting the most of your marketing
Minimal effort for maximum results.
This may be the simplest approach to getting the most of your marketing that there is.
But almost nobody does it.
It doesn't guarantee you success. But it WILL help you get the most out of almost anything you do.
So what am I talking about?
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.
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. Maybe it’s about maximizing productivity, ensuring data security, or facilitating remote work. 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.
This allows you to play channels off of each other and create engagement loops from one channel to the next. It also helps you with:
Seamless Storytelling. Instead of isolated campaigns, themes offer a cohesive narrative. This consistency makes it easier for your audience to follow and engage with your story.
Reinforce Brand Positioning. In the crowded SaaS space, a consistent theme helps reinforce your brand, making you more memorable. Let’s be honest most people won’t remember a message they just see once.
Optimized Resources. 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. Your social posts can point to your blog posts, which offers a more in depth dive via a webinar etc etc.
So before jumping headfirst into another standalone campaign, take a step back. You could and should be telling a more compelling, longer-lasting story. Ask yourself - what is your theme going into Q4?
Like we talked about last week it's not about reinventing the wheel every single time. It's about driving it in a direction that builds momentum, traction, and impact.
Thanks for reading!