Without a clear steering wheel, your marketing strategy will not make it to its final destination. It is as same as project planning, event planning, etc. You need a clear, measurable plan and objectives so that you can track how your marketing efforts are converting into results. What sets you apart from your competitors is your capacity to turn random visitors and viewers into customers. And how is that possible? With an effective marketing plan that works for your brand and not a “one-size-fits-all” approach.
With a robust roadmap for your marketing planning, brands have a better idea of what their strategy is missing. Even with a skilled marketing team, some brands lose a lot of their time and money just because they didn’t measure their efforts and blindly put all their budget into marketing and advertising.
Hence, in this blog, we will talk about why your brand needs the expertise of a performance marketing firm and how a quarterly marketing roadmap can give you insights into what went wrong and what is in the right direction. So let’s dive right in!
Let’s Create a Quarterly Marketing Roadmap for Your Brand that Works!
Step 1: Review Your Marketing Goal
You need to set clear marketing goals, which are mainly to determine what you can expect out of your marketing campaigns. You need to revisit your yearly objectives and determine what each one entails.
You need achievable marketing goals which are based on the SMART framework. It means that your marketing goal needs to be specific. For eg, you want to get more conversions, get more visibility, increase your followers, etc. The marketing goals need to be achievable, measurable, relevant and time-bound as well. For example, if you want to achieve a specific number of followers in 2 months for your social media channels, it becomes a measurable and time-bound goal. By making a marketing plan in such a way, you will have a clear idea about what you can expect going ahead in the process.
Step 2: Set Monthly Marketing Budget
You need to set a realistic marketing budget for your campaigns so that it doesn’t hurt or pocket even if the campaign doesn’t perform well. In any case, setting marketing budgets can help you determine which posts and campaign materials need more budget. You can increase or decrease the budget according to the performance of your ad campaign. Without setting a realistic marketing budget on a monthly or quarterly basis, you will not see the results necessary to boost your brand’s growth in a saturated market.
Step 3: Create a Content Calendar According to the Conversion Funnel
For your quarterly marketing planning, a strong content plan is a must.
You need to clearly plan the time, date, media type and ad creatives that you will post in the form of videos, blog posts, social media updates, emails, etc, to engage with your audience consistently. You need to create a content calendar that fits the marketing funnel stages. By creating a content calendar, you will have an exact idea of the date and time to launch videos or posts for marketing campaigns.
A content calendar gives you a specific idea about your weekly blogs and regular content that needs to go out to show activity on your social media channels. For example, if you want to grow your social media, a content calendar can help you map out content ideas that result in improved visibility and customer engagement.
Step 4: Measure Key Performance Indicators (KPIs)
The key performance indicators like ROAS (return on ad spend), conversion rate and cost per acquisition are paramount to measure the success of your marketing campaigns. ROAS gives you insight into how much of your ad spend is returned by the campaign.
If your budget spend is higher but the outcomes in terms of conversions, followers, sales, etc, are less, then your marketing budget needs to be relocated. It directly indicates that your ad creatives can be better or that your audience targeting is not right. Whatever the case, you will have an exact measurement of the performance of your marketing campaign.
Step 5: Review Content, Audience Targeting and Revise Accordingly Every Few Weeks
To maximise your marketing efforts, you need to identify a high-value target audience, so that your advertisement reaches the most ideal customers who will benefit your business. You need to tailor your marketing strategy according to your audience. For example, if you target the customers for the first time, you need to generate ad creatives that raise awareness about your brand or the product.
To drive conversions, you need different ad copies to encourage action from customers. By tracking the performance of your marketing campaigns and revising your budget allocation, you can maximise your marketing efforts without losing your campaign budget.
To Sum Up
Businesses should monitor their marketing campaigns and strategies to revise them promptly if the campaigns do not perform as expected. By tracking the progress of your marketing campaign using keep performance indicators, you will get measurable insights about what is and isn’t working.
If you are meeting your quarterly marketing goals, Congratulations- Your marketing campaign worked effectively. However, if it isn’t the case, you need to revise your marketing efforts and adapt accordingly. To create a tailored marketing strategy for your brand, you can contact our experts at VerveOnlineMarketing, a leading performance marketing and one of the best SEO company in New York.
