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Taking the Long View: Look at the Big Picture When Planning Marketing


In our last post, we talked a lot about where to start in developing marketing that will move the needle at your company. We laid out some simple steps that are required for building your online presence and carving out a memorable brand. In order to complete those steps successfully, you need to make sure you’re starting with the big picture in mind. 

What is big picture marketing? 

Big picture marketing is a process that involves creating strategies with the end in mind, and in such a way that all channels are cohesive and consistent in working toward your corporate goals. To get started, marketers need to view their role and activities not in a vacuum, but as part of their larger company function. Other departments such as IT, sales, and operations need to be considered and collaborated with. 

To begin, we suggest marketers take a “bird’s eye view” of their company. The objective is to determine long-term goals. Keep in mind that long term goals and short term goals differ. Naturally, long-term goals will take longer to accomplish - but that means that the tactics and resources used to achieve them will be different as well. Short term goals feed into the longer term ones that are part of your overall strategy. Here’s some examples:


Community Building - Create an engaged and active following on social media channels to improve online presence and enhance brand loyalty

Short Term:

Reach 1,000 followers on Facebook by posting weekly and being responsive and informational to build engagement

You can see how reaching the short term goal will help achieve the long-term one. Choose your 3 or 4 most critical long-term goals. Make sure you’re clear on your overall company vision when selecting these. For example, you might think it’s absolutely critical to lift sales by 20% this year. If your company management is saying that they are not ready to invest in full time salespeople and would like to focus elsewhere, you can see how these items are incompatible. Once you’ve narrowed down a few key areas to focus on for the year, you can begin to build out the appropriate short term initiatives. 

It’s also important to have an understanding of the full scope of your company’s goals and plans so that you can ensure your marketing campaigns align. There are more ways than ever to promote your business online. Make sure you give plenty of thought to how these pieces work together. Every component of your digital marketing strategy should take into account the other elements and how they will work together. For example, there are strong correlations between social media and SEO, though they are very different channels. Including relevant keywords in your social media posts will not only help with overall search results, but you can improve the relevancy to your target audience by using words you know (from research) that they search. You can have the best campaigns with the most interesting creative - but if you’re not taking into account how each marketing channel impacts and works with the others, you’re leaving a lot of opportunity on the table. 

Sometimes a visual can help. We work with clients to develop roadmaps that demonstrate all the areas in play in a marketing capacity. Then, we help them develop tactics that can lead to success. Let us know if we can help you with one!

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Pamela ShapiroComment