Start Here: Your Marketing Strategy Is Almost Complete
Every client I have ever had the pleasure of working with has initiated a conversation about marketing thinking that they were failing at their current efforts.
Truth be told, most of them were 10 steps ahead of everyone else by understanding that they needed to have a marketing strategy in the first place. A plan. A road map. A light at the end of the tunnel to launch a brand, meet a deadline, or sell more product.
What we know.
Effective marketing starts with a well-informed marketing strategy. Having a solid marketing strategy helps you define your business or brand vision, define your mission and business goals, and outlines the path to achieve these goals.
Let’s start there.
Identify your goals. Try to be as specific as possible so that when it comes to measuring, you can see if you’ve moved the proverbial needle. What are the overarching goals of your business? Do you want to increase awareness of your products and services? Do you want to sell more products? Reach a new audience? Expand into a new market?
Research, research, research. Research is essential when developing your marketing strategy. What are social trends affecting your business? What are the demographics of your current market? What about your future markets? What inspires you? What brands are doing marketing well that you would love to emulate? No worries if they aren’t in the same industry. Create a document to dump all of your findings into so that you can revisit it later when you’re processing through insights and opportunities.
Remember who your audiences are. Using your research, develop customer profiles who you will target, and identify their individual needs. What motivates them to visit, buy, or move to action? What brands are they currently interacting with? What content do they respond best to?
These profiles will identify buying patterns, including how they purchase goods or services, where they shop, and what they buy. These metrics change continually, make it top-of-mind to review data and make adjustments from quarter to quarter.
Size up the competition. To identify your differentiator in the market, you first need to understand the competitive landscape. Who are your key competitors, brick and mortar or online? What are they doing well? What areas could you improve upon? What are their weaknesses? Psssst...those are your opportunities.
This assessment will help you identify your competitive advantage. This is what will set you apart from everyone else!
Develop strategies! These should support your aforementioned goals. Devise a set of strategies to increase awareness, grow your audience, increase sales, boost foot traffic, etc. Whatever it is that you want to do, this is how you will do it. Maybe you will create content with purpose and push out on your social networks - with ad spend - on a regular basis? Maybe you’ll create or curate blog content to drive a niche audience to your website — and using tracking pixels — remarketing to them at a later date with a call-to-action.
Solidify your plan and assign roles. This is where you rally the troops! No troops? Then reach out to creative partners and get busy defining who does what and when. Write down your marketing plan outline; by day, week, month, and quarter. Your daily actions should support your quarterly goals.
Hit enter. Get started. Post content. Write the blog. You can do it!
Measurement matters. Once you’re up and running, you will certainly need to make a few tweaks along the way. Every week ask yourself “Is this working?” What worked, what didn’t, what did I learn, and what puzzles me? If you need to, go back to your research and continually test new strategies to help you reach your defined goals.
Need a sounding board or want help to jump start your process? Let’s work together. Email me or send a carrier pigeon my direction. I’m here to help.
Go get 'em, tiger.