Step 4: Define your marketing channels, mediums, frequency, and budget
Based on your the research of your ideal customers, what platforms will be most effective for reaching them?
Are they on Facebook, Twitter, Instagram, Tiktok, Pinterest, Reddit, Snapchat, etc.? How have your email campaigns performed in the past? Brainstorm creative ideas with your team that go beyond the typical platforms. What are some ways that you could promote that are unique and fit within your campaign budget?
Out of the platforms that might have the most impact, how many of these will your team realistically be able to take on?
Typically, I always recommend that businesses start off with 1-2 platforms, and build as they acquire more resources. I have a few reasons for this. It’s much more effective to be really good at 1-2 platforms, rather than to be “kind of” active everywhere. With more than 2 platforms, you run the risk of burning out, and in turn, it will become harder to create for those platforms consistently. Plus, being on less platforms will allow you to have more time for engagement on those platforms, which is extremely important when you are trying to build a community.
You’ll also want to set up some guidelines on the mediums for how you will deliver value. Will your marketing strategy include video, still imagery, or other forms of content? Make sure to research best practices for each platform that you’ll be making content for in order to maximize your reach and engagement.
How often are you planning on showing up for your audience? Setting milestones helps to reinforce accountability and gives you a timeline within which you will measure results.
If there are elements in your campaign that will require monetary investment, this is also the time to budget for those costs. When planning a marketing strategy, it’s helpful to allocate the budget into buckets – social media marketing, printing costs, etc.