Six Steps To Developing A Killer Marketing Strategy

I'm all about strategy. My motto has always been to work smarter, not harder, and in marketing, having an effective strategy is the key to achieving that. From my experience, these six steps have been essential in every successful strategy planning session I've participated in. I hope they prove just as valuable for you.

1). Understand Your Company

Many businesses are eager to dive into creating a marketing strategy without first establishing a solid foundation. However, as the saying goes, you can't know where you're going unless you know where you've been.

Reflect on your previous marketing strategies, evaluating both their successes and shortcomings. I always remind my clients that just because a method has always been used doesn't mean it's the most effective. There's untapped potential in exploring new and untested strategies.

2). Know Your Audience

Your clients are the driving force behind your business, and understanding their wants and needs will help keep your marketing efforts focused and your objectives clear.

When identifying your target audience, avoid making assumptions. Beyond determining their location, age, gender, and income demographics, delve deeper into understanding what motivates them.

Learn about their interests, their purchasing motivations, and their primary concerns and complaints about the industry. This insight can be invaluable in shaping your strategy.

3). Perfect Your Brand

To truly refine your brand, start by defining it clearly. In the realm of marketing, 'branding' extends beyond just a logo. While a logo is a tangible symbol of your brand, true branding encompasses how people perceive and connect with your company. When your business name becomes synonymous with the product or service you offer, you've achieved effective branding.

Consider what emotions you want to evoke when visitors view your website. What thoughts should come to mind when they see your logo? By pinpointing these goals, you can strategically create visuals and materials that communicate your brand's essence effectively

4). Consider Your Goals

A robust marketing strategy hinges on clear goals that guide your business's growth over the next five years. These goals must be specific, measurable, and attainable. They provide a roadmap for your marketing efforts to ensure they align with and drive toward your objectives.

For instance, if your aim is to achieve 60,000 subscribers by year-end, your marketing plan should include user-friendly ways for customers to join your mailing list. Similarly, if your goal is to rank within the top three organic results for the keyword "bakery" on Google, focus your SEO efforts specifically on optimizing for that keyword.

Regularly tracking conversion rates and engagement metrics allows you to gauge the effectiveness of your strategies and make adjustments as necessary. Setting well-defined goals ensures that your marketing efforts remain focused and productive.

5. Research Your Competition

Marketing is inherently competitive, centered around promoting your business more effectively than others. While drawing inspiration from other websites or brands is useful, your research should primarily delve into how competitors engage with clients online. What promotions do they feature? What strategies have proven successful for them?

This step is crucial for recognizing effective practices and pinpointing opportunities within the current market landscape.

6). Choose Your Channels

Marketing encompasses a myriad of avenues, each offering unique opportunities. It's crucial to prioritize this step last, leveraging previously gathered data to guide channel selection. Understanding your target audience is pivotal; without it, the potential of platforms like social media remains untapped.

Digital marketing branches into three main spheres: social media marketing, search engine marketing, and content marketing. Beyond these, options expand into realms such as remarketing via social media management or enhancing local SEO through blogs and website content.

Bonus Tip: When crafting a strategy, one of our initial inquiries is, 'What is the value of a lead?' This query optimizes the sales funnel by dissecting the client journey—from awareness to interest, desire, and action. Identifying pivotal points informs where to allocate resources and how different tactics can propel customers through the funnel.

Investing in marketing tactics devoid of strategy is akin to squandering resources. A clear roadmap and strategic direction are indispensable for achieving business success. The significance of a robust marketing strategy cannot be overstated. If you lack one, develop it; if it exists but lies dormant, activate it; if current efforts falter, reassess. A well-crafted strategy not only cuts through the noise but also serves as a launchpad toward achieving your goals.