You can't control the outcome,
But, you can control the process...
I
wear a marketing hat in my everyday job at the same time, I am all about
process. So, I look for ways to apply
process to my marketing activities.
Back
a decade, we marketers were concerned with product, price, place and
promotion. Each of these categories
contains multiple activities. Some are
parallel and some are serial and it is not always clear what comes first. Since it is marketing, the process doesn't
get a lot of attention.
Now, let's add in Marketing in 2013.
For
the sake of brevity, I will not go into a great amount of detail. Let's just say that I have now added some new
categories: Social; Search; Publicity; and Email.
Before
I can address any of these activities, I better have a good handle on our
branding. Branding will propagate
through all of the activities.
Social
- This is a big enough category to be addressed by a full time person. They need to post to Twitter, Facebook,
LinkedIn, Google+ at a minimum. They need
to respond to posts on all of these sites.
They need to blog one to two times per week.
Search
- Your website must be optimized for search engines. Part of that activity includes changing
content frequently.
Publicity
- This includes things like authoring articles, authoring books, speaking
engagements, communicating with journalists, press releases and the like.
Email
- Email is still important and is an art in and of itself.
Since
I am a process guy, I do have a process in place that I try to follow. At the same time, some things just seem to
need to be ad hoc.
All
of these activities need to get done, without a process in place how do you
make sure that it happens? If I could
only delegate...
Your Thoughts...
Has
your company addressed process in their marketing department?
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