Documenting your strategy is key to achieving campaign success. Without a clearly defined and documented strategy, it is hard to know what works and what doesn’t when it comes to your marketing efforts and approaches. When you document your strategy, you gain invaluable insight into which areas of your campaign are growing your business and which areas hinder your growth.
Almost 70% of successful B2B marketers document their marketing strategy (SmartInsights). Research shows that marketers who physically document their strategy instead of keeping it in their heads reap significant benefits, such as greater brand awareness, wider audience reach, and higher conversion rates.
So, why don’t all marketers document their strategy, and wouldn’t it make sense to keep track of your approaches and strategies to see what works? Many marketers do not document what they do because they think it takes too long, and documenting their strategy would take valuable time away from implementing the campaign. (ContentMarketingInstitute) However, more time is lost later when marketers have to figure out why their campaign isn’t running as successfully as they had hoped. Documenting your strategy may take some time now, but it saves a lot of time and frustration later.
Benefits of Documenting Your Marketing Strategy
There are a myriad of benefits to documenting your strategy. Some of the major benefits include:
- Improved team focus on business goals
- Seeing the bigger picture
- Easing of resource allocation
- Clarification of buyer personas
- Understanding which type of content works best for your business goals
How To Document Your Marketing Strategy
Identify Your Business Goals
What are your business goals? What would you like to achieve with your campaign? Collaborate with your team and write down your business goals. Make sure everyone has a copy to hand. Read and reread your business goals regularly to keep them fresh in your mind and help you stay on track moving forward.
Set SMART Goals
Instead of overreaching, set realistic and specific goals. It can be tempting to try to do everything at once, but this is a surefire path to burnout and fatigue in your content and team. Set manageable goals in specific time frames. For example, outline what you would like to achieve by the end of the month or after three or six months. Check-in with your progress and make any necessary changes to increase your chance of success.
Identify Your Audience
Do you know your target audience? It helps to be as specific as possible when identifying your target audience. (DataBox). When you understand the finer details of your audience, which includes not only their general demographics such as age, location, gender, and job type, but also purchasing habits, content preferences, and frequency of online searches, you can tailor your campaign accordingly.
Once you have identified your target audience, keep track of them in your strategy. Create buyer personas and check in with what you have documented regularly. New ideas and inspiration can arise unexpectedly.
Document Details About Buyer Personas
Get to know your audience with as much depth and insight as possible. Consider:
- The brand values you wish to communicate
- The message you wish to share
- Their content preferences (subjects, formats)
- Wants, needs, and preferences
- Pain points
Identify your Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs) are measurements of your marketing efforts’ success. There are high and low-level KPIs. A high-level KPI could be the overall performance of your business. A low-level KPI would refer to the performance of a particular department, such as sales, marketing, or HR.
Use KPIs in your strategy to understand which areas of your strategy are performing well and which areas are underperforming. When you define clear KPIs, it is easier to intervene when something isn’t working. Instead of readjusting and adapting your whole strategy, KPIs allow you to see the wins and focus on specific areas of concern.
Create a Content Calendar
Using a content calendar (also known as an editorial calendar) allows you to have a birdseye view and plan out the coming weeks or months. A content calendar helps you stay ahead of the curve. It is the central document you can use to keep track of the content you have created, when it will be published, and how it will be delivered.
Documentation helps you keep track of what you’ve done, what you are doing, and what you have to do next to achieve your business goals. According to researcher Gail Matthews of Dominican University, ‘people who write down their goals, review them consistently, and share them with friends or colleagues are 33% more successful in achieving their goals than those who just had goals.’ (Dominican.edu) Documentation also provides a blueprint and helps your team work together successfully. With a documented strategy, everyone is on the same page, so write it down to get it done.