Is the creation of marketing campaigns your professional air, thanks to which you breathe fully breastfeeding? Then you surely know the importance of a GOOD game plan. Establishing priorities and an action plan, analyzing the activities undertaken and monitoring the effects. Without keeping your finger on the pulse, it will not be possible. If you confirm these assumptions, the SOSTAC model is your ally on the way to business heights!
Nowadays, few companies can afford to be absent from the Internet. Consumers are used to the fact that even the most sophisticated whim, or even information about it, is always at hand. They are waiting for us, for example, in the pocket of trousers or a coat, because this is where the smartphone rests, willing to provide us with good advice and a list of stores that will make our shopping dreams come true. In order to successfully break the waves of competition, you must have a plan. A good plan for action on the internet.
Interestingly, research conducted by Paraphrase Online shows that as many as 49% of companies do not have a documented digital marketing strategy. Moreover, more than half of the organizations that can boast of it have a large percentage of those that do not integrate digital marketing strategies with their overall marketing strategy. Shock and disbelief! And yet it is so.
Why? Because there is a belief that planning is tedious, difficult, tedious and does not bring any results. Are you sure? See how the SOSTAC strategy model debunks this myth!
SOSTAC – what is its history?
To explore the SOSTAC strategy, we have to go back to the 1990s.
It was then that the PR Smith agency created a popular model of operating on the optimization of digital marketing, which it developed for nearly 14 consecutive years! It is worth emphasizing that “in those years” working on an internet marketing strategy was a real pioneer. The collected materials and data were included in the book “Strategic Marketing Communications”, which was published in 2004.
Despite the passage of time, the SOSTAC strategy model is still valid and used by both small agencies and specialists in large international organizations. This may be due to its very simple form and timeless business dependencies. Let’s take them under a microscope.
The SOSTAC strategy model – get to know the inside out
Anyone looking for a clear and intuitive way to organize their planning process is in the right place. The SOSTAC model also allows for an in-depth and valuable analysis of the current situation and the effects of the actions taken. The multi-stage process of digital marketing activity means better decision-making and the implementation of set goals.
The SOSTAC model consists of 6 simple and clear steps. Each of them follows from the previous one, and its first letters make up the name of the entire strategy:
S – Situation Analysis, ie the analysis of the current situation and an attempt to find an answer to the question “as is”.
O – Objectives. That is, identifying problems and setting the main goal that we want to achieve.
S – Strategy. Clarifying how we will achieve the assumptions.
T – Tactics. We define specific actions that must be taken to achieve the goal.
A – Action. It’s finally time to act!
C – Control. It is known for a long time that it is the highest form of trust.
Before we move on to the detailed description of the individual stages, listen to what its creator says about building a strategy on the basis of SOSTAC.
SOSTAC – strategy model described STEP BY STEP
It is worth reaching for SOSTAC whenever we need a well-thought-out and long-term strategy. Especially in the field of digital marketing. Below you will find a detailed description of the various stages, which are closely related and follow one another. Are you ready to get to know SOSTAC from all sides? Let’s move!
Step 1. “S” – emotional analysis
It consists in an in-depth examination of the company’s situation and its evaluation. This is absolutely essential right after selecting the product or service you want to advertise. Without screening the company and our product and determining where we are at, we will not be able to proceed to the next stages of the described method. What are our options? Who are our clients – present and future? It is also necessary to take “the workshop” also external factors that affect the functioning of the company every day. SWOT analysis, hot trends – smile broadly at them! At the beginning of your adventure with SOSTAC, consider:
– what are the biggest problems or shortcomings in your digital activities,
– do you have sufficient resources (financial, content and human) to achieve your goals,
– which channels are you trying to reach the client through and which actually work.
But that’s not all. Due to the fact that the Internet is a sea of possibilities, the competition is also endless. Take a look at it and study the options for separating them, leaving them behind. What is their strategy? What are they positioning for? When planning and selecting keywords, you can use tools such as Google Trends or the Keyword Planner.
Step 2. “O” – goal setting
After a thorough analysis, the goal of the digital marketing strategy is clarified. The most important ones include, for example: increasing sales by 30% in six months, improving efficiency, customer service or communication. Maybe you care about building the image, range and brand awareness? You need to know what you will fight for. You and your team.
Don’t limit yourself to the assumptions of the digital strategy. The topic can be treated more broadly and reflect on the general business assumptions of the organization.
Importantly, our goals should be measurable, achievable and timed. Otherwise, it will not be possible to control them and lead to a possible modification of activities.
How are human and financial resources in your company? You evaluated them in the first step. If you have something to build on – define where you are going, organize your work and go ahead to the next phase!
Step 3. “S” – strategy counts!
We already know what we want to advertise and where is the finish line of our activities. Now it is necessary to determine what needs to happen so that we can end our business journey to the perfect point. So S is for a strategy! What should you pay special attention to? First of all, for proper targeting.
Determine who your target audience is. If you will be for everyone, you will be… for no one! Knowing who your customer is determines the form of communication. Both in the verbal and graphic layer, as well as in the sphere of selecting the most appropriate channels of reaching. After all, you don’t want to waste your budget on platforms and portals that don’t guarantee you an increase in conversion, right?
Challenge your competition again when fine-tuning your strategy. Let’s see how we can stand out from it. What unique values does our product, company or service hide that others do not have? Let us distinguish them in our content. Let us also not underestimate the issue of expressive presence in graphic materials.
Be brave, be sweet or stick the stick into the anthill. But let there be no doubt that you have something to share. You have your own unique style that makes you stand out. Character and courage to draw crowds with you. Talk about your client’s needs and possible solutions, not about yourself. Perspective is important! A large dose of empathy or the learned ability to “put on the client’s shoes” will be useful.
Also, do not forget to specify the systems with which you will integrate your activities. I know, it’s less grandiose, but still very important.
Step 4. “T” – tools in hand
At this stage, we start rubbing our hands – we get down to business! Time to review the available tools and build an operational action plan. What methods will we choose? What has worked in the past, and what should you give up? Tactics. Tactics dear Ladies comes into play!
An example of this can be, for example, a promotional activity. Choosing the right channel for a campaign, budget or people who will be a living showcase of our product. Don’t be afraid to combine different solutions available in marketing. It might sound really good!
Step 5. “A” – like the action!
We come to our favorite point of the program … That is, ACTION! After a relatively long period of planning and detailed drawing of individual steps, we can finally roll up our sleeves. This is the moment when we will put our plans into practice! A quick glance at the checklist …
You already know who is responsible for what and what are the possible needs that we must provide externally. Additional employees? Maybe new technologies? Before we hear the characteristic exclamation of ACTION, everything has to be buttoned up to the last button, and everyone must know their role. We are not planning doubles!
Everyone on standby? Can you fire flares? TFU! Posts, articles, campaigns on the Internet!
Step 6. “C” action “controlling & monitoring”
The last step in the SOSTAC strategy model is to control the effects of the actions taken. It is nothing more than testing various solutions, monitoring reactions and generating reports. On their basis, we will be able to draw reliable conclusions – the data does not lie. Reach for application tests, A / B or Google Analytics. If something does not work, it is not worth wasting money and time. Modify your action plan. Next time, choose different methods of reaching a potential customer and create new rules of the game!
SOSTAC Marketing and Strategy requires you to measure your intentions wisely! And their proper breakdown into individual activities. Just like in a marathon, you can’t “go all the way” from the very beginning, because you may run out of strength just before the finish line. And that’s when the real fight for victory begins! Paraphrase-Online.com’s suggested breakdown of time and resources is as follows:
Analysis – 20%
Targets – 5%
Strategy – 45%
Tools – 30%
The SOSTAC model and SEO
The strategy developed in the 1990s also works great for SEO activities. How to translate the SOSTAC method into positioning? Details below. It will be short, concise and to the point. So as the described model assumes.
Of course, the sub-points are not exhaustive. They are only our subjective, loose form of presenting how the planning model proposed by Peter R. Smith can be translated into SEO activities.