Mastering Marketing: Creating a Holistic Marketing Strategy

Welcome to Mastering Marketing. I’m Keith Hanshaw, and today we’re diving into creating a holistic marketing strategy. Just like building a house, your marketing strategy needs a solid foundation and various elements working together to create a sturdy structure.

The Foundation of Marketing Strategy

Think of your marketing strategy as more than just ads. It’s a carefully laid out plan with different elements working in harmony. Every business aims to solve three core marketing issues:

1. Be Found – Make it easy for customers to find your business.
2. Be Considered – Ensure your business is present when customers are looking for solutions.
3. Be Remembered – Maintain awareness so customers think of you when they need your product or service.

Core Marketing Elements

All our services fall into solving these issues. To truly cover your marketing needs, you should have multiple tactics in each of these areas:

Be Found

• Start with foundational elements like website design, online directories, and reputation monitoring.

Be Considered

• Implement tactics such as SEM, display ads, and social media ads.

Be Remembered

• Use strategies like radio, email marketing, OTT/pre-roll ads, and maintaining a strong social media presence.

Building a Holistic Strategy

Building a holistic marketing strategy means more than just throwing money at ads. It’s about ensuring every element supports your overall goals. Here’s how you can do that:

Foundational Presence Marketing

• Ensure your website is mobile-friendly, has an SSL certificate, and is search engine optimized. Your online directories should be accurate, and your reviews should be monitored and responded to.

Consideration Tactics

• Invest in Google Ads, responsive display ads, and social media advertising. These tactics help you reach potential customers when they’re searching for solutions.

Remembering Your Business

• Use display ads, audio ads, and video ads to keep your brand top of mind. Encourage brand loyalty through excellent service and consistent communication.

Real-World Example

Let’s look at an example. Meet Steve and Brooke. Both saw ads for local businesses, but their experiences were different.

Brooke's Positive Experience

• Brooke saw an ad for a flooring company, clicked it, and found a mobile-friendly website with a great offer. She then looked up their Google Map listing, saw positive reviews, and called to make an appointment.

Steve's Negative Experience

• Steve saw an ad for an HVAC company. He visited their difficult-to-navigate website, which wasn’t mobile-friendly. The landing page offer didn’t match the ad, and the company had bad reviews. Steve didn’t consider this HVAC company for his needs.

The Difference?

• A strong foundation. Brooke’s company had it, and Steve’s didn’t.

Assessing and Improving Your Strategy

A holistic marketing strategy means checking all three boxes: Be Found, Be Considered, and Be Remembered. Here’s how you can assess and improve your strategy:

Website and Online Presence

• Ensure your website is optimized, responsive, and secure. Check your online listings and respond to reviews.

Advertising and Engagement

• Use targeted ads on Google, social media, and display networks. Create content that engages and informs your audience.

Customer Retention

• Build brand loyalty with consistent, positive customer experiences. Encourage word-of-mouth referrals and maintain a strong reputation.

Conclusion

To sum up, a holistic marketing strategy involves building a strong foundation and implementing tactics that ensure your business is found, considered, and remembered. If your foundation needs repair, let’s put together a plan that makes sense for your business. Thanks for joining me on this episode of Mastering Marketing. Until next time, focus on building a strategy that supports your goals and drives success.

Remember, if you have any questions or need help with your marketing strategy, feel free to reach out. I’m here to help you master your marketing efforts.

About the Author

Keith Hanshaw is a senior media consultant with Cumulus Media, specializing in creating holistic marketing strategies that leverage both traditional and digital advertising to drive business growth. With years of experience in helping businesses maximize their marketing efforts, Keith is dedicated to providing effective and innovative solutions for his clients.