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The Big Picture: Coordinating Your Marketing Strategy

By Ella Paine

Content Specialist

November 2024

So, you’ve just launched your website. Or rolled out a brand new ad campaign. Or spent several hundred hours investing in your social media channels. What now? This month we’re looking at the big picture of marketing. This focuses on coordinating a strategy to bring all the puzzle pieces together. Hint – that’s where CoBright comes in handy!
 

 

If you’re running any business, in any industry, you’ll most likely be aware of marketing. You might have an external partner, an inhouse team, or be taking charge solo. 

However, you and your team might not have the time, interest, or skillset to coordinate marketing successfully. Perhaps it’s time to look at an alternative approach?

Marketing can be a challenging project. You’re more likely to see success with a long-term, holistic strategy. Enlisting the support of experienced, skill-diverse partners like CoBright can make all the difference. 

Are you struggling to get a marketing strategy in place for your business? Let’s talk about it.

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The Pieces: What’s In A Marketing Strategy?

 

Coordinating a successful marketing strategy involves a lot of moving parts. Considering all the elements of any business, it’s easy to see why marketing can fall by the wayside. It’s just social media and a few ads, right?

Not quite. True, it may appear that some people just press ‘Post’ and they’ve got it made. Realistically, that’s a highly unusual outcome. For most businesses striving to get their brand into the spotlight, marketing is a labour of love. There are many different activities that fall under this umbrella:

  • Social media channels: A few of the most popular platforms are Facebook, LinkedIn, TikTok, Instagram, and X.

  • Website: Building and maintaining your website is one of the biggest traffic drivers. This is your direct link between customers and products.

  • Email marketing: One of the most effective ways to cultivate and engage with your audiences, when executed properly. 

  • Digital marketing: Paid campaigns (Meta or Google are popular providers) displayed across a range of interfaces. These target a specified audience based budget.

  • Collaboration: Working with another brand or an ambassador/influencer to promote your business and products through their platform

  • Print materials: Magazine ads, billboards, flyers, catalogues and other branded merchandise.

  • Promotional events: Field days, pop up stalls, or limited time offers. These increase engagement and awareness of your brand and services.

When choosing a marketing tactic, it’s important that it links back to business objectives. Often, this is a good opportunity for our clients to really get to grips with what they are trying to achieve.  Once we’ve established these objectives, it’s easier to identify which tactics or channels will help achieve them. Marketing needs to operate with a strategic, consistent link to the business’s ongoing purpose. 

CoBright works with our clients to identify the links between marketing and the business as a whole. Our in-house team includes a variety of specialists – graphic designers, digital marketers, content writers, and web developers. We work collaboratively to create a tailored marketing strategy that meets your specific marketing needs.

The Process: Creating a Marketing Strategy

 

After selecting the marketing tactics that best suit your budget and goals, it’s time to put them in motion. Working within a strategy will help each tactic to reach its full potential in a measurable environment.  

Let’s look at a common model our clients use to level up their marketing results. This strategy places a website at the centre of all the surrounding marketing activities or traffic. We then split traffic into two groups, and roll out the various tactics to target each group. 

Here’s the breakdown:

By categorising each kind of traffic, we can accurately track how people are engaging with the website. We can identify the pages visited, products purchasing, and importantly – which tactics are the most effective in creating action.

In this strategy, we’ve set three main goals:

  1. Drive traffic to your website

  2. Capture visitor details to build a customer database

  3. Encourage return traffic

For each goal, we allocate a specific metric to reach via each form of traffic. By recording the results over time, we then evaluate how effective these tactics are in reaching the goals.

However you choose to approach it, CoBright is positioned to create and implement your chosen strategy. Combining tried and tested platforms with human ingenuity, we capture analytics around how each part of your strategy performs. With this data, we can then evaluate the success or potential improvements required for future efforts.

Notes in a notebook about social media strategy.

The Puzzle: Common Mistakes To Avoid

 

Marketing might not be rocket science, but that doesn’t mean it's a ‘set and forget’ job either. Many of our clients choose to partner with CoBright to avoid falling into this trap. We operate smoothly alongside your existing business, allowing your team to get on with their jobs. 

If you’re already juggling a busy schedule, adding in marketing can be a recipe for overload. Delegating this work to a trained team of professionals can save a lot of time and money. Here are a few of the most common pitfalls we can help you to avoid.

  1. Cruise control: If you’ve just launched your new website, don’t take this achievement as a cue to switch off. The website is a powerful asset, but you need to be driving traffic towards it for the best results. There are many ways to create traffic, and they are all ongoing parts of a marketing strategy.

  2. Expecting overnight success: This one applies to any new venture, but it’s highly relevant in marketing. Comparing your initial results to those of an established brand or competitor is discouraging and unrealistic. Stay focused on your goals, which are aligned with your business, and enjoy the growth process.

  3. Unhelpful metrics: This happens if you’re relying on a poorly designed platform, or overloading yourself with too many systems. Making sense of the numbers can become a tedious, meaningless process if you don’t know what to look for. Sometimes, less is more when it comes to a clear strategy.

  4. Social spiralling: Social media cops a bad rep for many reasons, and ‘misleading’ is high on the list. Vanity metrics such as likes, views, and saves are the tip of the iceberg. They don’t reveal how many people visited the website, purchased the product, or contacted your business to make an enquiry.

CoBright has worked with many different clients who have faced a variety of these issues in their marketing efforts. Our in-house team of specialists are trained to provide you with comprehensive and scalable solutions, tailored to your business goals.

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The Bottom Line

 

A successful marketing strategy requires a specialised approach for long term success. If you’re not a marketing specialist – our door is open! We have cultivated many successful partnerships with businesses who value their time and want meaningful results for their money.

Depending on your budget and goals, your strategy will vary. Our team works with you to build an in-depth understanding of your business, and the audiences you are trying to connect with. may choose to include a variety of tactics, or focus on a few key activities.

Coordinated marketing also gives you the gift of hindsight. As we implement, evaluate, and measure our efforts, we gain data to drive future decisions. In the right hands, marketing can make a tangible difference to your bottom line, showing you how to move forward with purpose.

CoBright offers you access to a collaborative, experienced team of specialists. Together, we develop and implement strategies tailored to each client and their vision. We leverage industry partnerships and proven technology to capture meaningful data, driving future decision making. 

Partnering with CoBright is an investment – not just for marketing success, but the holistic growth of your business. Whether you’re just starting out, or a seasoned business owner, we’re here to help turn your concept into success.

Want to partner with experienced marketing specialists?

Talk to our team!

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