Planned Strategy: Going forward in 2018

Hi, Brian Jowers here again, the month is going by – is it just me or is time moving quicker? Last time we where talking about strategies you could use to improve your business success and Customer Loyalty. This time I want to talk about some of the plans I have, going forward over the next few months. Once you have a strategy, you need to implement the plan.

What has been happening recently?

The work routine is now established, getting up is not such a chore except for when we had the snow. The work place had to close for a couple of days, the pipes froze in the barn, no fresh water or toilet functions. This was during my first week.

Then the other week the snow has started again, the ‘beast from the east’ as they called it had made a return visit. The ground was not cold enough for the snow to lay, the beast was found to only whimper.

So we are back to the warm a few days then colder a few days, the British spring season.

Latest in the news

I guess that you are aware of the problems that have befallen Facebook over the misuse of its data. I would also think that their corporate strategy would not have covered anything like this. There would be plans to cover all eventualities never the less. In the face of many people leaving, or saying they are leaving, the Facebook higher archy are trying to be pro active, tackle ‘fake news’ and give the user more control? over their data. One example here. 

There have also been stories in the press prior to this occasion about the amount of data collected by these social media and search engine companies, and whether as the consumer of their products and tools we were not necessarily aware of how much was being collected. (See above link for the Dylan Curran article ‘Are you ready? Here is all the data Facebook and Google have on you’ if you have seen it Please read it later) These companies will now have to implement the plan, or plans, they have to maintain their dominance in their field, and keep their users.

As marketers we appreciate the way we can narrow down our target audience using geographic location, age (range), sex, social grouping, salary band, status, etc, etc. But do we consider how this information is obtained?

So, what is this new plan?

The above is an example, but rather extreme probably, of why we need a strategy, or rather a series of strategies for our company. Personally I think we need at least 2 strategies with appopriate plans:

• One to cover compliance (GDPR, anti-spam, etc) and data protection (from server hackers to flaky links)
• One or more to cover your business, use of content, what products and media to use, what traffic sources, wheter to use paid advertising

I am working on a strategy for content creation and delivery. The plan to execute this will include the creation process through to the delivery platform, and include the media used.

One experiment I am working on is the delivery of a blog post, for example using a PDF. The precept is that a longer post would probably be difficult to read in one session, so the ability to read a PDF type document, emailed to the recepient, could be attractive an atractive proposition. One reason is That I am considering producing a longer post/article perhaps every one or two months. The alternative would be to split the post over several individual posts

Another idea is to produce a monthly newsletter, which would require preplanned content, with a strict production schedule.

There is also the thought of a membership, which again would require preplanned content and a strict production schedule. This could also contain other products such as checklists, tools, training and videos.

Maybe the last two ideas could be combined, or have a simpler/shorter newsletter and a magazine for the membership. Any particulr requests in this area?

Well that is about it for now……

Keep up with what is happening, and my journey into digital marketing

How are you progressing? What problems / events have come your way this year?

Let me know how you are getting on and the progress you are making, please leave a comment in the ‘Leave a Response’ box below.
 

Brian

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