Clients almost always come to us with a specific want or need. I want to start a podcast. I need a social media presence. I want to start using video. I need better SEO – etc., etc. At that point, it’s important to pause and ask the obvious question. Why?
In no uncertain terms, the WHY always dictates the WHAT.
As a society, we’ve become accustomed to getting straight to the what and expect immediate returns. Marketing is a science. The scientific method directly correlates to how to determine the appropriate marketing strategy. Scientists like marketers are naturally curious about the world. Determining what is worthy of additional thought or investigation is the first step. Asking the right questions about engagement, client interaction, or a process could uncover information that helps you make decisions that set you apart in the marketplace and get you to the why.
Start by creating a hypothesis. As an example, we might hypothesize that there will be an increase in client engagement with educational content if we use the podcast channel as an alternative to a blog. We might base this on research that shows a certain age demographic is increasingly engaging in podcasts or that podcasts are more easily accessed because the listener is not required to be connected to a screen. Marketing hypothesize should always be backed by data, benchmarks, trends, and purpose.
Following the hypothesis is the experiment. This is the implementation phase of the marketing method. Creating a plan and understanding what success looks like creates a roadmap and timeline for ROI analysis through thoughtful measurement and will help you determine your hypothesis’ success.
Finally, a conclusion. Noting results along the way should dictate success or failure. It should inform commitment to the marketing strategies for the long-term or force change in strategies to a better end. Ultimately, with the ever-changing environments associated with marketing channels, its paramount that shifting your marketing strategies is not a result of a want. Shifting marketing strategies should only be done once you have a good understanding of your why and even a better understanding of the how.
When you want to connect your why to your want – experience success.