As a PR, social media and content marketing agency, here at Harvey & Hugo we certainly know what needs to be included in a PR and marketing plan to make it worth its salt. Working with businesses across the North East and beyond, in many different industries, it’s safe to say that the core principles of the plan are the same no matter what you do or sell.
A quality plan isn’t just produced at the click of your fingers. Here are three elements that you should always consider, to ensure your time, energy and budget are used in the most effective way.
It can seem tiresome and hard work, but it’s impossible to understand the challenges that you face and what you need to do to counter these, without a thorough understanding of the market you are working in.
You need to understand competitors, your audience, your product and the likely changes that will take place in the market you operate in, to be able to develop your messaging.
But once you’ve done this, where will you send that message? What publications does your audience read, what social media platforms do they use? This will help guide the delivery of your messaging.
Once you have completed your audit, you need to set some objectives – what is it that you want to achieve?
Objectives should be SMART (Specific, Measurable, Achievable, Results-oriented, Timely) – simply ‘growing sales’ isn’t going to fit the bill. How are you going to measure your success, or understand whether you need to make adjustments to your plans?
Make sure there is a clear target to work towards, within a specific timeframe. For example, grow sales by 10 per cent in 12 months.
Once you have begun to roll out your plan, you need to monitor how your campaign is performing so that you can measure it against your objectives.
This is also the opportunity to see what content does and does not deliver, so you can continuously improve your messaging and the way you deliver it.
Constant measurement gives you the insights required to adjust your tactics and, where relevant, reassign budget such as sponsored content to ensure that you are getting the most from both your time and your budget.
It takes time to put together a PR and marketing plan that will deliver what you need to. Equally, it takes time for you to begin to see results from your hard work – unfortunately there are few quick wins!
Still stumped? Throw us a bone on 01325 486666 or see www.harveyandhugo.com