Too often we see clients jumping right into tactics. Let’s create a video. Let’s send out a news release. Let’s create an Instagram page.

Spending time strategizing provides a chance to document the situation, document your goals/expectations, document the target audiences and more. Plus, it will ensure you have the right strategies and tactics to achieve measurable results.

Here’s how to get started:

1. Document the situation. Use a SWOT analysis to access the strengths, weaknesses, opportunities and threats.
2. Have solid and measurable goal(s) in mind. What are you trying to accomplish? Knowing your goal(s) will help you determine what strategies and tactics are the best options.
3. Know your target. Target audiences will direct the type of marketing and messaging that you need to incorporate in your plan.
4. Once you have a good idea of what you need to accomplish, consider a variety of ways that you could accomplish your goals. You may even want to ask an outside source for their perspective as well.
5. Evaluate your options. Closely consider the pros and cons of each approach to determine the most optimal solution.
6. Document the plan. This will enable you to use it as a resource and direct you through your marketing and public relations campaign. Ensure you have clearly identified how you will measure each strategy and tactic, as well as timelines and budgets.