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How do you connect marketing to your company's vision?

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Connecting marketing to your company's vision is not only a good practice, but a necessity in today's competitive and dynamic environment. Your vision statement defines your ultimate purpose, values, and aspirations as a business, and your marketing strategy should align with and communicate that to your target audience. In this article, you will learn how to connect marketing to your company's vision in six steps.

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Adriana M. Hemzacek

Director of Marketing, North America
Melanie Goodman

Accelerating the Visibility, Growth & Revenue of Finance & Legal Professionals on LinkedIn?? · CPD Accredited…
Stephen Johnson

Head of Growth | Mo

1 Assess your current situation

The first step is to evaluate your current marketing strategy and how well it reflects and supports your vision statement. You can use tools such as SWOT analysis, competitor analysis, customer feedback, and market research to identify your strengths, weaknesses, opportunities, and threats in relation to your vision. You should also review your marketing objectives, tactics, and metrics to see if they are consistent with your vision and if they are delivering the desired results.

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Melanie Goodman

Accelerating the Visibility, Growth & Revenue of Finance & Legal Professionals on LinkedIn?? · CPD Accredited LinkedIn??Training & Marketing · LinkedIn??Employee Advocacy · Lawyer · 4xCitywealth Awards
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As a marketing professional, my goal has always been to understand and align with the company's vision. This is crucial as it ensures that our marketing efforts not only amplify our products or services but also reinforce and strengthen our company's mission and values. For me, the first step in connecting marketing to the company's vision is to immerse myself in understanding that vision. This involves thorough discussions with leadership, gaining insights into the company's history, studying values, and understanding where they see themselves in the future. It's about more than selling products or services, it's about telling a story that resonates with clients and instills a sense of trust and brand loyalty.

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Bhavik Sarkhedi

I Help Founders, C-level Executives and CEOs Increase Online Presence Organically Guaranteed via LinkedIn and SEO | Personal Branding Consultant | Digital Marketer | SEO Copywriter | Futuristic thinker, betting big on AI
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Connecting marketing to a company's vision is a vital aspect of brand development and business growth. As a seasoned digital marketer from India, I start by thoroughly understanding the company's vision. This forms the backbone of all marketing strategies. Once I am aligned with the vision, I develop marketing campaigns that reflect this ethos. Every piece of content, every advertisement, and every promotional activity should resonate with our company's values and objectives. In addition, I strive to communicate our vision effectively to our target audience. By weaving our vision into storytelling and creating meaningful connections, we can ensure customers relate to our brand at a deeper level.

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2 Define your ideal customer

The next step is to define your ideal customer persona, or the profile of your most valuable and loyal customer who shares your vision and values. Your ideal customer persona should include demographic, psychographic, behavioral, and emotional characteristics that help you understand their needs, preferences, challenges, and motivations. By creating a detailed and realistic persona, you can tailor your marketing message, channels, and offers to appeal to them and build a long-term relationship.

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Stephen Johnson

Head of Growth | Mo
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When defining our Ideal Customer Persona, I like to create 3 buckets for each ICP. Bucket A - brands on the path to become a similar ICP (within the next 2-3 years) to those that we have worked with previously. Bucket B - brands with a similar ICP to those we work with currently. Bucket C - aspirational brands who are 2-3 years ahead of our current ICP As the business grows, so does the ICP.

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3 Craft your value proposition

The third step is to craft your value proposition, or the unique benefit that you offer to your ideal customer that sets you apart from your competitors. Your value proposition should be clear, concise, and compelling, and it should connect your vision to your customer's needs and desires. You can use a formula such as "We help (ideal customer) to (achieve their goal) by (providing your solution) in a way that (reflects your vision)." For example, "We help environmentally conscious travelers to explore the world by offering sustainable and authentic experiences in a way that respects local cultures and communities."

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4 Develop your brand identity

The fourth step is to develop your brand identity, or the visual and verbal elements that represent your business and convey your vision to your audience. Your brand identity should include your logo, colors, fonts, images, tone of voice, and slogan, and they should be consistent across all your marketing materials and touchpoints. Your brand identity should also express your personality, values, and emotions, and evoke a positive and memorable impression in your customer's mind.

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5 Create your marketing mix

The fifth step is to create your marketing mix, or the combination of product, price, place, and promotion that you use to deliver your value proposition to your ideal customer. Your marketing mix should be based on your marketing objectives, budget, and resources, and it should align with your vision and brand identity. You should also consider the 4Ps of your competitors and how you can differentiate yourself from them. For example, you can offer a premium product at a higher price, or a convenient service at a lower cost.

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Adriana M. Hemzacek

Director of Marketing, North America
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For us to deliver our value proposition to our customers, the marketing mix also includes a word beginning with "T" > Trust. That is why we have relationships and voices in our marketing mix. It's not just about the product; it's about what your team says about it and how they influence the industry to trust it.

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6 Monitor and evaluate your performance

The final step is to monitor and evaluate your performance and see how well you are connecting marketing to your company's vision. You should use relevant and measurable indicators, such as sales, revenue, market share, customer satisfaction, loyalty, retention, and referrals, to track your progress and impact. You should also collect and analyze feedback from your customers, employees, partners, and stakeholders, and use it to improve your marketing strategy and vision alignment. You should also review your vision statement periodically and update it if necessary to reflect any changes in your business or market environment.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you connect marketing to your company's vision?

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1 Assess your current situation

2 Define your ideal customer

3 Craft your value proposition

4 Develop your brand identity

5 Create your marketing mix

6 Monitor and evaluate your performance

7 Here’s what else to consider

Marketing Strategy

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