The Stuff You Usually Think of as "Marketing"
The last step is where, unfortunately, most people start: tactics.
Where you communicate only comes AFTER you've identified:
- • the What
- • the Whom
- • the How
- • the When
- the Why
For example, you shouldn't start with advertising on Facebook until you've identified:
- • Who is your Target Audience
- • For what Products or Services
- • What Personas apply
- • Where are they in the Buyer's Journey
- • What stage in the Sales Funnel are they
- • Why would they care
After answering these and related questions, you can then determine if Facebook is the right channel, is Facebook Advertising the right approach and, if so, how frequently, what kinds of messages (video, native video, image or text posts, etc.) and should there be links to external website pages, landing pages, Facebook pages, Registration Pages, etc.