How to Create a Cohesive Marketing Strategy Across Social Media and Email

While social media and email marketing are both individually important, a cohesive marketing strategy is more cost-effective and profitable for your business long-term. In this guide, we’ll teach you to create cohesive marketing.

A cohesive marketing strategy is a marketing plan that uses promotion on different platforms to meet a central marketing goal. Usually, this includes creating a campaign that is consistent across social media and email marketing. This has many benefits, as it:

• Develops a consistent reputation for your brand. 
• Makes your brand more recognizable against competitors. 
• Gives all customers the same experience with your marketing. 

Long term, a cohesive marketing strategy is also more profitable, as it requires a smaller investment of time and resources than a traditional marketing campaign. 

Creating a cohesive marketing strategy may seem tricky, but it is easily achievable with a small investment of time and work. Here are six steps to get you started. 

A cohesive marketing strategy with no direction won’t add value to your business or customers – which is why you need a goal and objectives. According to marketing experts, a  goal is a long-term target you are looking to reach, while objectives are milestones that help you get there. 

As a business looking to expand your marketing reach, your goal is likely to “increase revenue”. To achieve this goal, you should set short-term objectives for each platform you use – like “increase Facebook engagement by the end of Q1.” 

The best objectives are measurable with key performance indicators (KPI’s). Some popular marketing KPIs include:

• Your click-through rate (CTR). 
• Your customer churn rate. 
• Your sales conversion rate. 

• How much it costs you to reach 1,000 people (cost-per-mile). 
• Your cost-per-click. 
• Your customer lifetime value. 

Once you’ve chosen an objective for each platform you use, you are ready to begin crafting your marketing. 

Establishing a brand voice is the first step in building a cohesive marketing strategy. Your brand voice is a style of speaking, writing, and presenting that represents your brand. 

Your brand voice is laid out in a short brand voice guide, which determines:

1. The default tone of your brand voice (ie. friendly, informational, sassy).
2. The types of words your brand voices uses and avoids (ie. do you limit adjectives, avoid contractions, or use compound words). 
3. Whether or not you use emojis. 
4. The degree of humor present in your language. 
5. What target keywords you want to associate your brand with. 

Building a brand voice guide may seem unnecessary, but it is important for every business. In large businesses, branding guides help large teams of people create content that feels consistent. In small businesses, a brand voice guide builds a brand’s personality and reputation. No matter where you fit, building a brand voice will save you time and bring you results – making it essential. 

Tip!

The best brand voices use copy language. This means the text is free from colloquialisms, idioms, and contextual language that is region-specific. Using copy language will make your content easier to translate into other languages, increasing your international reach.

A cohesive marketing strategy is used across multiple platforms but prioritizes social media and email for customer outreach. This means you may have content published on your website, but you advertise it through social media and email. 

As you will be operating on multiple platforms simultaneously, it’s essential to draw from a central set of resources. Resources may include:

• Videos. 
• Blog posts. 
• How-to guides. 
• Buyers guides. 
• Podcasts.
• Collections of infographics and images. 
• Gifs and animations. 

These resources should be general and cover topics that frequently appear in your marketing. For example, a technology company like Toornament might choose to build a series of blog posts describing use cases for their product, or a series of infographics showing their software in action. 

Once you’ve built your resources, these can be quickly added to new marketing content to enhance its quality. 

With a direction, a branding guide, and a set of resources at your disposal, you’re ready to begin creating content. 

The content you publish on your media and distribute through email marketing may look different, but you don’t need to create two distinct campaigns. Instead, you can adapt your content to each medium. For each week, this means you should center your marketing content around a theme with similar resources, wording, and calls-to-action for both platforms. 

Adapting your content also includes optimizing it for the social media platform you are using. No matter what industry you are in, it’s essential to consider search engine optimization (SEO) by:

• Marketing your social media content with hashtags. 
• Personalizing the metadata of all images.
• Boosting your text with target keywords. 

Once you’ve created email marketing and social media content, you’re ready to schedule and release your marketing. 

After your content has been released, it’s time to assess whether or not your marketing was effective by comparing it to your KPI’s. If your marketing did not meet your objectives, simply tweak it and try again. 

As marketing is an art, not a science, it will take trial and error to settle into a cohesive marketing strategy that works for you. The performance of your marketing will also change with each financial quarter, as consumer behavior shifts with the economic climate. 

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