Even if you do have enough resources, these could be wasted without a strategy in place to use them effectively.
Let’s take targeting for instance. Many big businesses will invest in paid media through agencies for prospecting and retargeting. However, they sometimes don’t put enough controls on media spending so that they can get the most bang for their buck. Usually, small businesses are savvier since they lessen digital media wastage by specifying media exclusions.
Another instance of wastage you see in bigger companies is where various parts of the marketing organization purchasing different tools or software or using various agencies for performing similar online marketing tasks. A written strategy, in this instance, is about getting more organized so there is a common set of insight and marketing technology to support lifecycle marketing.
It will help you optimize and stay ahead
Every business with a website will have analytics, but numerous senior managers don’t guarantee that their teams make or have the time to look over and act on them.
An integrated strategy will build testing into your program, making sure that continuous improvement is feasible.
Also, a strategy will help you optimize. A solid strategy will benchmark your activity against competitors to display where you are behind the curve and accurately set out what objectives you must hit online, enabling you to analyze what’s working and what isn’t, so you can make those much-needed changes. Again, regular reviews will be built into the system, so you have something to refer to.
Writing a strategy doesn’t have to be difficult. Begin with one or two pages detailing your tactics and objectives. A simple table aligning these for every part of the marketing funnel is all you need to get going.