How to Create a Marketing Strategy that Aligns with Your Business Goals

Key takeaways?

1. The SMART criteria are used to create the most successful corporate objectives.
2. A good marketing campaign will rely heavily on your objective and audience research.
3. There are several marketing channels and resources to pick from, each of which provides something unique to each business's specific aims.

Whatever obstacles a firm must overcome and whatever results it seeks, marketing is a powerful and multifaceted weapon that can be depended on.

Marketing can be used to enhance organic search traffic to your website, repair reputational brand harm, or persuade consumers to return.

To reach your target audience, you may use either the broad discipline of digital marketing or traditional marketing. Regardless, your company's objectives can be met with the aid of a fresh plan.?

Marketing efforts may be successful if you start with specific goals and create precise foundations.

So, let's look at how you can develop a marketing plan that not only matches with but also meets your company's goals:

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Understanding your company's objectives?

Any new campaign or plan must begin with well-defined objectives. So, before you start organising your new marketing activities, you'll need to define your goals. As an example:

A company owner has a hazy concept that they want to enhance income.

They must confirm which areas of the business are underperforming:

Are they receiving a lot of first-time clients but no repeat customers?

Or are they absolutely failing to attract new customers?

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These are the kinds of queries and clarifications that must be utilised to fine-tune a corporate goal. In our case, the business owner chooses:

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“I want to boost revenue by attracting new customers.”

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Once this goal has been established, our hypothetical business owner can proceed to the following stage:

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Define your marketing objective

Then we become more specific. This is the process of transforming an overarching end goal into a quantifiable and achievable marketing aim. To keep on track, we recommend adopting the SMART acronym. These letters represent the following:

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S – specific

M – measurable

A – achievable

R – relevant

T – time-bound

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It is critical that your goals contain these characteristics. If they do not, they may be unrealistic, ambiguous, untraceable, or counterproductive.

The following are some examples that fit the SMART criteria:

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Within the next six months, I intend to boost organic website traffic by 15%.

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This may be determined by using Google Analytics to track the amount of organic site visitors. It is feasible if the company has the resources to execute SEO best practises, develop high-quality content, and promote it. Finally, this goal is crucial if the company requires more brand awareness or a greater conversion rate.

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In three months, I intend to add 1,000 new email subscribers to my list.

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This can be tracked using email marketing software and is attainable if the company can provide a quality lead magnet. It's important since a larger mailing list may lead to greater engagement, sales, and client retention prospects. However, the company must have reason to assume that a larger email list would provide these effects (for example, if it is currently successfully converting its present subscribers).

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In four months, I intend to boost the average engagement rate on Instagram posts by 5%.

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This goal may be monitored by using Instagram Insights to track engagement rates. It's possible if the company can upload more UGC, hold interactive polls, and cooperate with influencers to increase engagement. It's an important aim since better interaction rates may boost brand loyalty and enhance post organic reach. However, the target audience for the business must be active on social media.

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As you can see, marketing objectives should be made as basic as possible. Our hypothetical business owner would say something like this:

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"I want to acquire 200 new customers in the next six months." This is something I can track using my CRM and Google Analytics. This goal is important since my company is good at maintaining existing clients but would benefit from 200 new ones. It's an attainable objective because my company provides trendy skincare items at mid-range costs, and I can afford to offer a 20% first-purchase discount and execute a social media campaign."

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When you have completed all of the SMART requirements, it is ready to proceed to the next stage:

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Who is your intended audience?

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Following that, it is critical that you recognise and comprehend your target audience. Not only will this information be useful when setting your business goals, but you will also utilise it when using audience targeting tools and designing marketing messaging for certain groups.

There are numerous techniques to understand your target audience:

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-?????? Google Analytics may help you better understand the habits, preferences, and demographics of your site users.

-?????? Examine your rivals' target audiences for any commonalities, distinctions, and possibilities.

-?????? To acquire information about interaction patterns and audience interests, use built-in audience insights tools on the social media networks you currently use.

-?????? Create a Buyer Persona to better understand the motivations, requirements, and qualities of your target consumer.

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After conducting the preceding study, our hypothetical business owner arrives to the following conclusion:?

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"My target demographic consists of women between the ages of 18 and 35." They may be found all around the UK, but particularly in cities. They're prepared to spend middle-of-the-road costs for high-quality skincare, especially if the components are popular on social media. Skincare influencers, dermatological content, and the need to preserve their skin from environmental causes encourage them. My target audience will store skincare information online and find it useful, particularly if it is instructional."

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They can now go to the next stage:

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Select the best marketing channel

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There are several avenues through which to launch your marketing campaign. Here are a few ideas for launching your new strategy:

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-?????? Social networking sites

-?????? Email promotion

-?????? Blog entries

-?????? Posts by visitors

-?????? Paid promotion

-?????? Affiliate promotion

-?????? Influencer advertising

-?????? Backlink Outreach for Videos

-?????? Radio commercials

-?????? Outdoor advertising (such as billboards and transport advertisements)

-?????? Partnerships and sponsorships

-?????? SMS direct mail

-?????? Webinars about television advertising

-?????? Native marketing

-?????? Podcasts

-?????? Events and trade exhibitions

-?????? Schemes for referring a buddy

-?????? Publications in the press

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You are clearly spoiled for options.

It is critical that you select the best marketing channel for your company. However, this should not be a difficult task. The proper channels should be evident once you've done your research on your target demographic and adjusted your marketing objectives.

?For example, our hypothetical business owner is likely to select the following:

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"I'm going to launch a social media campaign with videos and graphics to educate and entertain users of the platform." I'll also work with skincare influencers to get my goods in front of a wider audience."

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Create your marketing materials

Once you've decided how you'll distribute your new marketing campaign, it's time to craft your message. Your marketing materials, whether written or graphic, must be created with your target audience and marketing objectives in mind.

The following are some examples of marketing materials you may need to generate, as well as some helpful hints:

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Long-form content

-?????? If you need assistance writing long-form material, you may need to employ a content writer or SEO professional.

-?????? For in-depth keyword research, use tools like SEMrush or Ahrefs, which will help your site's SEO performance.

-?????? Ensure that the information is well-researched, unique, and adds value to the reader. These characteristics are essential for SEO best practices.

-?????? Include both internal and external connections to credible sources. If you have the funds, you may want to undertake some backlink outreach to help your site's authority.

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Short form content?

-?????? If you need help with social media captions, sponsored advertisements, email text, or SMS, you may need to engage a copywriter or social media manager.

-?????? Make sure your messaging is succinct and clear.

-?????? Don't forget to employ a consistent brand voice across all channels where you interact with customers.

-?????? A/B test different copy variants to find what connects most with your target demographic.

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Video content

-?????? If you're new to making video content, you may need to employ a cameraman, video editor, or writer to assure the quality of your work.

-?????? Make certain that the equipment you buy or hire (camera, microphone, lighting, editing software) is of excellent quality.

-?????? Create a detailed storyboard for your video material.

-?????? Make sure your films have adequate lighting and sound quality, as they can rapidly turn off visitors.

-?????? Use images, music, current noises, animations, or B-roll material to keep your films interesting.

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Photography and graphics

-?????? If you need assistance with this type of content, you may consider hiring a photographer or graphic designer.

-?????? Use a high-resolution camera and dependable graphic design tools (such as Adobe Creative Suite).

-?????? It is advised that you utilise consistent branding, including a colour scheme, throughout all of your material.

-?????? Optimise your photos for the web to guarantee quick loading.

-?????? Use original photographs over stock photos wherever feasible to build authentic and trustworthy branding.

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Audio content

-?????? To maintain excellent standards while developing audio material for the first time, you may need to engage a sound engineer or professional voice-over artist.

-?????? Similarly, having a high-quality microphone, a soundproof space, and audio editing software are all necessary for producing high-quality audio material.

-?????? Make every effort to guarantee that the sound quality is clean and clear.

-?????? You might want to remove any needless pauses or background sounds.

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Offers

-?????? You could profit from the assistance of a marketing strategist or graphic designer when developing and producing appealing discounts and offers.

-?????? To create a sense of urgency among leads, offers should be time-sensitive.

-?????? The value and benefits of the deal should be properly stated.

-?????? Visuals may help an offer stand out. Make these interesting.

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Leaflets

-?????? You may need to engage a graphic designer or copywriter to help you with your pamphlets.

-?????? If you want your leaflets to seem professional, you must choose a high-quality printing provider.

-?????? Similarly, high-quality paper and printing procedures are required.

-?????? Make sure your call to action is obvious and your lead magnet (if you're utilising one) is appealing.

-?????? Keep your leaflet's design simple and uncomplicated so that your message is easily comprehended.

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Webinars

-?????? To receive assistance with preparing your first webinar, you may need to engage a content specialist or video producer.

-?????? Again, adequate equipment, such as a webcam, microphone, and webinar software, is essential.

-?????? Make sure to advertise your webinar ahead of time.

-?????? Engage the audience in a Q&A session if your webinar is live.

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Backlink or guest post proposals

-?????? If you've never done backlink outreach before, you might need to hire an SEO expert to assist you. Furthermore, an expert content writer can ensure that your guest post is of the best quality.

-?????? Personalise your outreach proposal emails, highlight the value you can bring, and target relevant websites in your business.

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General tips for creating marketing materials

-?????? It is critical to maintain consistency. Make certain that all of your marketing materials are consistent in terms of colours, typefaces, tone, and messaging.

-?????? Get input from peers, coworkers, or a focus group of consumers before finishing any material.

-?????? When creating emails, brochures, calls to action, or social media postings, consider colour theory. Aside from your brand hues, colour may play an important role in affecting the sentiments of potential buyers.

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Begin putting your marketing strategy into action!

After you've finished planning and producing, it's time to put your new approach into action. Here are our suggestions for this stage:

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1.??? Set a timeline

Because deadlines are critical, it is critical that you establish precise start and finish dates for campaigns.

To measure progress, you may wish to divide the campaign into smaller tasks and create milestones. If you intend to construct a campaign with many components, prepare a calendar to keep everything on track.

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2.??? Plan your budget and resources

Determine the financial impact of your plan. How much will you bid on pay-per-click advertisements? How much will it cost to develop all of your campaign's social media graphics? How much are you willing to spend for radio or television commercials?

If you can't come up with a precise set cost for your plan, you'll have to track your expenditures over time. It is critical that you track and distribute your costs in such a manner that you stay within your budget.

You'll also need to establish each team member's duties and responsibilities. Things will flow more smoothly from the start. Remember to include the tools and platforms that will be used (for example, email marketing software or social media scheduling tools). These must also be included in your cost estimate.

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3.??? Integrate your approach across several mediums

Though you may aim to begin your marketing campaign using a single channel, such as Instagram, it is typically beneficial to advertise your efforts through another channel, such as email marketing. So, figure out how you'll utilise other channels to support and amplify your message, such as sending an email after making a social media post.

If you're going to do this, make sure your messaging is consistent across all mediums.

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4.??? Carry out quality assurance checks

Send test emails, sample social media posts, or run pilot advertisements before launching your campaign. You'll be able to iron out any bugs before your debut date.

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5.??? Create a backup plan

Every campaign encounters roadblocks. That is why it is critical to do a risk assessment before launch, address any potential issues, and develop backup plans for each situation.

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6.??? Launch your campaign

If you wish to start with a smaller audience and obtain their early comments, a soft launch may be preferable than a full launch. On the other side, you might want to start out as loud as possible. If this is the case, try strengthening your campaign with a press release or a local radio shout-out to get things started.

Ensure that you monitor your campaign in real-time during its launch to fix any difficulties as soon as they arise.

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Maintain and monitor your strategy’s performance

If you want your new campaign to stay on pace to meet your marketing goals, you must track its success. This is critical because you may need to modify your campaign or broaden your goal to account for an unexpected snag.

Plus, how will you know when you've accomplished your goal?

When it comes to assessing the effectiveness of your plan, you'll need to focus on a few key performance indicators (KPIs). The KPIs you monitor may vary depending on your goal, however they may include any of the following:

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o?? Conversion rate

o?? Engagement rate

o?? Click-through rate (CTR)

o?? Bounce rate

o?? Cost per acquisition (CPA)

o?? Return on investment (ROI)

o?? Customer lifetime value (CLV)

o?? Average order value (AOV)

o?? Net promoter score (NPS)

o?? Website traffic (from different sources)

o?? Page views

o?? Time on page

o?? Cost per click (CPC)

o?? Open rate (for emails)

o?? Unsubscribe rate

o?? Social media followers/shares/likes

o?? Cart abandonment rate

o?? Customer satisfaction score

o?? Gross margin?

Check out this post for a more in-depth look at marketing KPIs for e-commerce.

?When looking at your dataset, attempt to look past the first few values. Segment it by audience, for example, and examine how various groups respond with your advertisements. Younger users may prefer video information, but elderly users may prefer lengthy essays.

Understanding these distinctions allows you to better personalise your marketing content to specific target segments, resulting in higher overall effectiveness. In addition, you may wish to revise your initial goals in light of the new facts.

If you need help with your marketing strategy, contact us!