The role of the architect is to create the idea and foundation for a strong marketing and/or advertising plan for your client. You know every single marketing theory. You’ve been the mastermind behind countless projects and nothing makes you prouder than seeing your vision become a reality.
However, in order to get to a finished project, you know there are a lot of necessary steps along the way. You also know that it’s not something you can do yourself. You are a master architect, which likely means you don’t have the same skill set as a master builder. Also, as the master architect, you likely don’t have the time or resources to focus on constructing a stunning building and creating an ingenious blueprint simultaneously.
You assemble a team to take your vision from an idea to a successful conclusion. However, in order for you to translate your concept into something your team can understand and execute upon, you need to create a blueprint.
Your blueprint is the clear definition of your marketing strategy. You’ve taken your client’s or your brand’s end goals to heart and created a meticulous plan on how to reach them. All of those wonderful ideas you’ve been honing are now on paper to share with your team. You have everything from the big picture idea to the smallest nuances.
Now, what set of specific blueprints does your content execution team, or your builders, need to be successful? Whether your implementation team is in house or you pick an outside implementation partner to execute these tasks, their blueprint needs are the same.
Some important parts of the persona to pass along to your builder in your blueprint are:
- Demographics like age, sex, geography, family status, job title, etc.
- Interests and hobbies like types of music preferred, favorite sports, main pastime, etc.
- Preferred communication methods like social media, email, telephone, magazines, etc.
- Are emotional or logical appeals more valued by the target customer?
- What does their research/decision-making process look like when seeking to solve this problem?
Based upon this information, your builder can map the tactics in the buyer’s journey, develop a set of optimized keywords, and coordinate messaging across all content sources.
To a master architect like yourself, this may seem to be the most obvious piece of information to pass along to your team. An underdeveloped brand and differentiated messaging can result in a marketing campaign missing the intended audience.
Important aspects of your brand to pass along to your builders are: The brand’s differentiated messaging
- What you want to say to your target persona that is of value in their quest to solve a particular problem
- Specific words the brand uses
- Specific words the brand avoids
- Competitors brand messaging and your brand’s differentiation
- Sources and examples of advertising and marketing that you like and match with your brand
- Sources and examples of advertising and marketing that marr or detract from your messaging
- Your brand’s personality to be exemplified through the marketing assets
Having a strong understanding of these branding concepts will ensure your content implementation team stays consistent with the non-digital aspects of your marketing plan.
The Ideal Buyer's Journey
Understanding and constructing your ideal buyer’s journey is integral to the content execution process that your builders will go through. First, your builders look at the goals defined to prove the strategy successful. Is the end goal just awareness? Are the employed tactics to lead the target to some level of conversion? Without that understanding, the selection and implementation of tactics for your blueprint by your builder could deviate from your desired outcome.
The important parts of the buyer’s journey blueprint that should be presented to your builder are:
- What are the key assets to be implemented at each stage of the buyer's journey?
- What behaviors do you expect the target audience to exhibit at each stage of the buyer's journey?
- What are the specific times and dates associated with your buyer’s journey?
- What are the ultimate goals of your strategy?
- Are your goals S.M.A.R.T. (Specific, Measureable, Actionable, Realistic, Time-Bound)?
- What are your expected plans to complete the buyer’s journey, if not with content marketing?
- What additional strategies will be employed to support progression throughout the buyer's journey?
Clearly defining the steps in your buyer’s journey blueprint and how your builders need to affect them is essential before moving on to the building process.
The Building Process
Mapping Tactics To The Buyer's Journey
With the blueprints complete, the builders can begin to translate the strategy to reality. Their first task? Selecting the perfect tactics that will resonate with your target personas, fit your branding, and lead your target audience along your desired path to purchase (buyer's journey).
When a construction worker receives the blueprints for the first time, they begin to think of the most logical approach to reaching the building’s end goals. Your builder will realize that when constructing your new office building, it’s most important to finish the lobby first to welcome prospective tenants, then an example office space as a way to show off the possibilities of the remaining floors, and finally, the office spaces that have already been rented. This identification of the most critical elements and prioritization for maximum impact is necessary for execution of your buyer’s journey.
If your target audience doesn’t read emails, the focus of resources on cold email broadcasts from a purchased list would be ineffective. However, if the selected tactics leverage a core piece of content valuable to your target audience, leverage advertising and social engagement to nurture interest in this information, and ensure conversion to receive this X content is painless for these target individuals, the ability to warm these same individuals to emails from your brand could be enhanced.
Ensuring your personas, branding, and buyer’s journey are in sync with your builder’s tactic selection is essential to successful execution of your strategy.
Perfecting The Message
Now that your tactics have been selected by your builders, the builder can move forward with constructing the proper messaging that aligns with your branding and entices your target audience.
First, your builders will identify the right keywords to complement your campaign and inform your messaging. Think of your keywords as the materials for construction. If 2x4s are installed rather than 2x6s, your end project is going to be significantly off the originally planned dimensions. If you begin creating messaging for your content without examining which keywords resonate with your personas and reach your end goals, your content will likely fall short of its goal as well.
Your builders will then take the branding you’ve equipped them with and match it with how best to create the right messages that fit the selected tactics. They will create topics for blogs, newsletters, social themes, and advertising that not only speak in the way your branding suggests, but are shaped to also speak to each persona. Each piece of the messaging will build upon the previous tactic in order to lead your target audience through the buyer’s journey toward your ultimate goal.
The perfection of your messaging is in line with construction of your dream home. They’ve picked up the necessary material and they’ve established the proper order to build that maximizes impact. Up until this point, everything they’ve done has been behind the scenes. This is where you, the architect, and your client will start to see tangible results from the blueprints you’ve invested in.
Keeping It Consistent
This is the stage where the architect can take a step back and let the builders do their jobs. You’ve been there every step of the way, and, while it’s important to check in and ensure that the blueprints are followed, it’s their job to keep the rest of their implementation as consistent as possible and identify opportunities to modify tactics based upon past results.
It is in this consistency that the final product o en begins to migrate away from the intended results - and is where the best builders can separate themselves from the handymen. This is why the next step in the building process is imperative to success.
Analyze And Optimize
Finally, you - the architect - and your implementation team - the builders - will step back from the work to analyze the results of your blueprints and make adjustments where necessary.
Your builder will report on various metrics from across the tactics employed to move your target audience along the buyer’s journey. They will then marry this data with your goals and analyze the results to form suggestions for improvements. While the overall blueprint may not change, the tactics and even your overall messaging may change as your strategy is executed.
Architects value these observations as some of them are things that can only be learned from the experience of doing. With this insight, you and the builders can dynamically adjust your blueprints to help ensure goal achievement.
Cut The Ribbon & Open The Doors
You, the master architect, have now turned your vision into a blueprint and then, with the help of professional builders, had it transformed into a true accomplishment.
Whether you plan to implement your blueprints in house, or find a team of experts to do it for you, it is critical to ensure your strategic vision is effectively translated, understood, and executed to ensure success.
Now, find out where you and your implementation team stand when it comes to the development and execution of your marketing blueprint. Fill out the following worksheet to see if you are on the right track, or even ready to be the next master architect and create the next Empire State Building with your team.