You’re creating a marketing strategy. What are the most important things to consider?

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Understand your customer. Segment your audiences. Decide who to target. Build out your positioning. Do this before you even start thinking about tactics.

If you want to reach people you need to know them. And by that, I mean "really know them". Most of our (new) clients are convinced they know everything about their customers, but most of the time this is just a feeling. Many years of experience and personal contacts lead them to think that they know everything. Once you combine this feeling with data analysis you will get real knowledge of the pains, needs and behaviours of your customers. You should look at every piece of data you can get and you should do structured interviews with your target group to learn more. And the more you really know abour your audience, the better your marketing strategy will be.

Yes to all the data. Yes to all the tools. But I’ve found there’s no greater way to know your customer than…to know your customer! Many a marketer are sucked into the daily grind of spreadsheets, PowerPoints, vendor pitches, status update meetings, tech projects…but my greatest ideas usually came from knowing real life of the people I’m trying to reach. So go meet some. What are they reading? What is their daily life like? Who else is selling them this? Why don’t they already know about or but what you’re going to spend time and $$ selling? What is your target market defined uniquely versus others? And what did your Product Manager design to meet this segment’s needs in a special way?

Antes de tudo, é essencial ter uma compreens?o clara de quem s?o seus clientes ideais. Isso envolve a cria??o de personas detalhadas, a identifica??o de seus problemas e necessidades, bem como seus comportamentos e preferências de compra. Conhecer seus concorrentes é fundamental para diferenciar sua marca e identificar oportunidades de mercado. Analise o que eles est?o fazendo bem e onde podem estar falhando para posicionar sua marca de forma mais eficaz. Identifique os canais de marketing mais adequados para alcan?ar seu público-alvo. Crie mensagens e conteúdos relevantes e envolventes que ressoem com seu público-alvo e atendam às suas necessidades e interesses. Personalize suas mensagens sempre que possível para aumentar a relevancia.

Less is more! In my experience, many strategies will have multiple objectives or priorities they want to accomplish. Anything more then 3-4 objectives will spread ressources and efforts, ultimately not achieving them. Having all teams and ressources focused on 2-3 objectives, measuring and tracking these on a regular basis, will lead to a successful strategy.

KPIs are very important. If you are not getting desired result (at least 40%), alter your strategy quickly or try plan B. This will help you achieve your goals

SMART Goals: Set objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. Align with Business Goals: Ensure marketing objectives support the broader goals of your company, whether that's increasing brand awareness, generating leads, or boosting sales. Example: If your goal is to increase online sales by 20% in the next quarter, your marketing objectives might include improving website conversion rates and increasing targeted traffic through SEO and PPC campaigns.

- S'assurer de la cohérence du business plan et de la stratégie souhaitée par rapport au marché actuelle et à la cible - Définir pas plus de 3 objectifs en rapport avec : Qualitatifs, Quantitatifs - Utiliser des outils et méthodologies pour définir des objectifs efficaces Ceci est un point de départ fondamentale d'une stratégie marketing efficace et durable

For me the foundation of any marketing strategy is flexibility, and knowing when to pivot…quickly. Situations can, will and have changed over the last few years. So the tried and true may not work as it has in the past when setting annual or 5 year plans. This is hard for CEOs or leading company advisors not on the front line pulse of marketing. I am not saying you don’t need a plan or goals and measures for your marketing strategy however you need have confidence in your teams to let them lead efforts by keeping their finger on the pulse of what works. And right now - marketing success changes quickly and you have to be flexible and willing and knowledgable enough to know where you must lead the activity next.

Multichannel Approach: Utilize a mix of digital marketing channels (email, social media, content marketing) tailored to where your customers spend their time. Budget Allocation: Wisely distribute your budget across tactics based on past performance and potential ROI. Example: For a B2B software company, LinkedIn ads and webinars might be more effective, while an e-commerce fashion brand could see better results from Instagram influencer partnerships and email marketing campaigns.

Don’t just “do all the things.” Factor context of (a) your customer amd (b) your competition. Where do your customers shop for this today? Why? How do they buy - desktop, mobile, call center, store? Are you ready to outspend competitors who are already hitting your target segment every day? Why would someone look at your offer when brand A has been optimizing their targeting and messaging long before you showed up? Not all traffic is good traffic, so consider how you can hone your target with data. It might not be as exciting as getting a celebrity collab and trying to go viral, but it pays the bills. Also - while you might get stuck with PPC, wherever you can, pay for conversion. Make quality clicks their mission, not just yours.

It's tempting to create a long list of tactics when creating your marketing strategy in the hopes that it will reach your goal faster. Instead, align each tactic to one of your objectives to ensure it has a direct impact on what your are trying to achieve. Use your KPIs to track whether a tactic is performing well (or not) towards reaching your goal. Meticulously mapping tactics to your objectives guarantees that all your efforts lead towards a common goal.

Select the most appropriate marketing tactics to reach your target audience and achieve your goals. This can involve a combination of online and offline channels, such as social media, email marketing, content marketing, advertising, events and more. Selecting the right marketing tactics is crucial to achieving your goals. From social media marketing to content creation and email campaigns, each tactic must be carefully chosen based on its suitability for your audience and goals. In my experience, when launching a new product, we use a combination of influencer partnerships and targeted ads on certain social networks to generate buzz and drive traffic to our ecommerce platform.

En fonction de votre connaissance des clients et de vos objectifs, vous pouvez choisir les tactiques marketing les plus efficaces et efficientes à mettre en ?uvre. Cela peut inclure le marketing de contenu, le marketing par e-mail, le marketing sur les réseaux sociaux, l'optimisation pour les moteurs de recherche (SEO), la publicité au paiement par clic (PPC), le marketing d'influence, les webinaires, les événements, etc. Vous devez également tenir compte de votre budget, de vos ressources et de votre calendrier lors du choix de vos tactiques, et prioriser celles qui offriront le meilleur retour sur investissement (ROI).

If you don’t invest in Process Management, you’re bloated with waste and risk and will struggle for long term wins. You’ve invested all this money on segmentation, creative, and channel mix. Your Product Managers invested in val prop creation. What you have in your hands now is a very fragile, expensive item to be handled with care. Build your project plan. Set milestones. Create space to check quality. Just make sure to document it with intended + actual start / end dates. You’ll need this to improve the process over time. Case Study: we knocked 4 weeks out of a standard process. That led to 1 month fresher targeting file. That improved response double digit, and decisioning several %. $Millions in revenue over the next few years.

Content Calendar: Develop a content calendar that outlines what will be published across channels, ensuring a consistent and cohesive brand message. Resource Planning: Identify the resources (team, tools, budget) needed to execute your plan efficiently. Example: Your plan might include a major product launch event, supported by a series of blog posts, email campaigns, and a targeted ad campaign across social media platforms, all scheduled to maximize impact.

Develop a comprehensive marketing plan that outlines the strategies, tactics, timelines, and resources required to execute your strategy effectively. This plan should include detailed steps for implementation and allocation of budget and manpower. For instance, we created a detailed marketing calendar that mapped out our campaigns, content schedule, and promotional activities for the entire year. This proactive approach ensured seamless execution and alignment across our team.

Une fois que vous avez choisi vos tactiques, il est essentiel de créer un plan détaillé et réaliste décrivant les étapes, les taches et les responsabilités nécessaires à l'exécution de votre stratégie. Utilisez des outils tels que des calendriers, des flux de travail, des listes de contr?le et des logiciels de gestion de projet pour organiser et planifier vos activités, afin de vous assurer que rien n'est oublié. Attribuez également des r?les et des responsabilités aux membres de votre équipe et communiquez clairement vos attentes.

It's easy to get overwhelmed with different tools: one for your workflow, one for your timeline, one for content, etc. To maximize efficiency (and reduce cost!), I recommend streamlining your plan using 1 or 2 systems (AirTable, Asana, Smartsheet, etc.) to allow every team member to easily access the progress of each project or tactic at a glance.

Continuously monitor and analyze the performance of your marketing initiatives. Conduct A/B testing, track key performance indicators (KPIs), and gather feedback to identify what's working well and what needs improvement. Use this data to optimize your strategies for better results. By analyzing data, you can identify what resonates best with your audience and fine-tune your strategies accordingly. For example, through ongoing split testing of email subject lines and content variations, we were able to improve our open rates and engagement metrics, leading to higher conversion rates and ROI.

Creo que en marketing hay una y mil tácticas en redes. Dichas por expertos, por gurús o por principiantes, sin embargo, a la hora de la verdad, lo más importante es aplicar según tu objetivo. Probar, experimentar e iterar sin perder la esencia

A/B Testing: Regularly test different elements of your marketing campaigns (e.g., email subject lines, landing page designs) to identify what works best. Analytics: Use tools like Google Analytics and social media insights to track performance and make data-driven adjustments. Example: An e-commerce brand could test two different ad creatives on Facebook to see which generates a higher click-through rate, using the winner to guide future ad designs.

Sports are a tremendous parallel here. You don’t set a strategy, pick your team, then run an algorithm. The game itself brings forth an infinite number of change elements. At times your strategy works well - other times you have to scrap the game plan because something changed or you were just plain wrong in an assumption. Have a plan full of measures and countermeasures, but be ready to make in-game adjustments. Allow the data to lead the way, demoting your presumptions as just another data point rather than a deciding vote. Invest the work to create a test & learn discipline where a subset get a variant of your marketing so you can probe for a new champion. (depending on maturity, you might routinely split ~70/30 test v control)

Votre stratégie marketing n'est pas un document figé que vous pouvez définir puis oublier. Vous devez constamment surveiller, analyser et évaluer vos résultats et retours en utilisant des outils tels que Google Analytics, l'analyse des médias sociaux, les logiciels de marketing par e-mail et les systèmes de gestion de la relation client (CRM).

Feedback Loops: Implement mechanisms to gather customer feedback directly through surveys or indirectly via behavior analysis. Continual Learning: Stay abreast of industry trends and marketing innovations through continuous education and experimentation. Example: A software company might use customer feedback to iterate on its product offering, while also experimenting with new marketing channels like podcast advertising to reach new audiences.

Analise tanto os sucessos quanto os fracassos de suas campanhas de marketing. Descubra o que deu certo e o que n?o deu certo e use esses insights para informar suas decis?es futuras. Mantenha-se atualizado com as tendências de mercado, comportamento do cliente e atividades dos concorrentes. Use os feedback para melhorar a experiência do cliente, ajustar suas estratégias e identificar oportunidades de crescimento. Esteja sempre procurando maneiras de expandir seu negócio e alcan?ar novos patamares.

There is always room for growth and improvement. That’s hard to do without good, constructive feedback. Speed is important here too…continuing to stay on the same path - or repeat the same mistakes can be detrimental. So monitor and adjust quickly - not just sometime in the distant future - but now!

In +26y mktg experience I’ve learn 3 fundamental pillars for every mktg strategy: 1) CONSUMER always at the center (needs, pain points, desires, life style, drivers, etc) 2) COMPANY (objectives, profit profile, growth strategy, SWOT, brand health/equity, etc) 3) COMPETITORS (deep analysis to find out clear and relevant differentiation against them) Having this clear, you can set successful 360 Marketing Mix

Strategy is also about sacrifice. Not just what you will do, but what you won't. For example, sometimes you need to focus on your own brand and not worry too much about the competition. Sometimes you need to focus on your own team's understanding and belief in your brand rather than the external expression of that to customers. Sometimes you need to invest in learning rather than delivering. I've always liked the 70/20/10 model (from Coca Cola I believe?) it means you can tick the boxes with the 'must do' activity, but gives permission for the experimental and risky stuff too.

Two things: Remember first and foremost, your job is to sell, not to market. If the product does not sell, the company closes -- doesn't matter if the product is a thing or a service. If you can't sell it, the company closes. The second is to remember that you are selling to people. Real people. People you believe have a need for your product. You need to find them. And you need to sell to them. On their terms. Don't sell the numbers. Sell the product.

é importante cultivar a cultura de colabora??o e inova??o com toda a equipe de marketing. Assim, eles se sentem capacitados a contribuir com insights valiosos e solu??es criativas para os desafios de marketing. A integra??o de tecnologias e tendências de mercado em sua estratégia de marketing pode proporcionar uma vantagem competitiva significativa. Suas estratégias de marketing devem ser centradas no cliente, visando atender às suas necessidades, resolver seus problemas e proporcionar valor genuíno. Ao priorizar a satisfa??o e o engajamento do cliente em todas as suas iniciativas de marketing, você estará construindo relacionamentos sólidos e duradouros que impulsionar?o o crescimento sustentável de seu negócio.

Sustainability and Ethics: Ensure your marketing practices are sustainable and ethical, building long-term trust with your audience. Personalization and AI: Leverage AI tools for deeper personalization, enhancing customer experiences and engagement. Community Building: Focus on building a community around your brand, not just a customer base. This can involve engaging directly with followers on social media, creating brand ambassador programs, or hosting virtual events.