This post was provided by Utah AMA’s Exclusive Content Marketing Partner, STRYDE.

It’s easy to be overwhelmed with the amount of new aged marketing tools and techniques, but even with all the new, shiny things being thrown at you, there are four basic marketing strategies that should always be at the top of your to-do list. Goal setting and measurement, staying on brand, identifying your audience, and driving traffic are four must-have strategies that prove going back to the basics is your best plan of action.

Goal Setting and Measurement
Goal setting should be used in all aspects of business and should never be forgotten when planning your market strategy. Setting goals allows for uniform understanding of your strategy’s purpose, clear communication about expectations, and the opportunity to develop responsibilities for each team member. Setting goals creates a solid and concise purpose. Be specific and be realistic. Goals are a tool for measurement, and are at the core of every strategy your team will develop. Clear goals equate to measurable outcomes. Measurements are used to determine if your strategy was or was not successful.

Stay on Brand
The idea of branding started when companies decided to sell the idea of an experience instead of a product. Your company’s brand is what separates you from the competition. Every goal, strategy, audience, and output from your company should reflect your brand. Branding is essential for a basic marketing strategy. It is how your audience creates brand recognition and participates in your customer experience. All marketing strategies should stem from your brand, including the types of media you use, the types of messages you create, and the type of feelings you elicit.

Identify Your Target Audience
After you develop your measurable goals and a strategy to create and stay on brand, you should begin to identify your target audience. Your target audience will generate leads, respond to calls to action, and consume the strategies you enact. Your target audience is important to identify because it is useless to sell and market to audiences who are not interested in what you have to offer. Audiences are developed by a common need; markers such as age, gender, education, socio-economic status, etc., help you identify them. Use your goals to help determine who your target audience is, and then use your brand to develop strategies that will resonate with them.

Drive Traffic
Last, a key marketing strategy is driving traffic. Driving traffic is an essential function in turning target audiences into loyal consumers. There are many ways to drive traffic, from social media to a website, from a website to a store, etc. Using digital media to drive traffic creates numerous opportunities for your business to grow your target audience, find new audiences, and build SEO at a low cost. Driving traffic helps create name recognition and education for all types of audiences. The more information they’re exposed to via your company’s presence, the more likely they will be to choose you over one of your competitors.

There’s always a reason we go back to the basics—and in this case it’s because these strategies that have withstood trial and error and the test of time. They’ve proven to be the most effective ways to build a strong marketing strategy. Without goal setting and measurement, you cannot chart growth. Without brand messaging, your customer won’t know who you are as a company. Without a target market, your strategies won’t be consumed. Without driving traffic, your brand will be lost. These four basic marketing strategies are tried-and-true, and they will ensure your digital marketing strategy has the foundation it needs to flourish.

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