MARKETING STRATEGY

Marketing strategy is a plan. A plan that is arrived at through research. Being strategic in your marketing means establishing business goals and researching the best way to achieve those goals. For example, your business goal might be to generate 20% more leads through your marketing than you drove last year. Having a marketing strategy in place gives you a clear path to achieving your goal.

Marketing Strategy is born out of a process

Marketing strategy is derived out of a process. This process involves first understanding who your customers are through research. This then extends to evaluating where they spend their time. The next steps involve creating and launching marketing campaigns targeting them. Campaigns are then monitored for their effectiveness.

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MARKETING STRATEGY TERMS

A/B Testing
Analytics
Design
Marketing Strategy

Buyer Persona
Sales Funnel
Customer Journey
Business-to-Business (B2B)

Business-to-Consumer (B2B)
Lifetime Customer Value
Market Research
Research and Development

THE MARKETING STRATEGY PROCESS

Understanding your customers through research

Research gives you insights that help you differentiate yourself through your branding and positioning. Companies that leverage marketing research effectively can understand their customers, where they spend their time and then speak in their customer’s in their unique language. You can study your own customers through internal research. You can also observe customer behavior through surveys or focus groups. Secondary data sources also provide general knowledge on markets, advertising sources and industry specific data. What’s important is you figure out who it is you are marketing to.

Evaluate the channels

Evaluating what channels you are currently marketing in and what channels you need to be on is an important step. Where does the majority of your target market spend their time? For example, if your audience is Generation X, males, who work in law, who are located in a specific region in the Pacific NW, U.S.A. – then locating a channel where this audience spends their time should be central to your strategy. Through the aid of research, we might uncover that this audience spends their leisure time at professional sporting events or legal conferences geared towards personal development. Evaluate the channels and uncover your market.

Creating your campaigns

After you have evaluated and located channels that you need to be on the next step involves creating marketing and advertising campaigns. This includes messaging, creative graphics and a strategy that involves a call to action. The call to action is most important as it addresses a way to entice the customer to reach out to you.

Launch targeted campaigns

Once you’ve created the campaign, then the next step is selecting marketing channels to launch your campaign on. You will want to target specific audiences based on behavior or demographics that tie into your research.

Monitoring your campaigns and improving upon them

Once you have launched your campaigns, you will want to monitor their success. Campaign success in the big picture comes in the form of inquiries and sales. Looking more in detail at data points such as cost per lead, exposure and reach of the marketing campaign are good points of measure. The goal is to make sure that the marketing campaign is cost effective and that you are getting a return on your investment. Improving the campaign and evaluating the effectiveness of each channel is part of the process which is best repeated often.

HOW WE HELP YOU WITH MARKETING STRATEGY

Marketing strategy is an area of expertise that we have worked to perfect for many years. We have guided the successful marketing strategy of our corporate clients, helping them reach their business goals and achieve financial success. We achieve success with a thorough process that involves researching, identifying, evaluating, creating and monitoring the marketing strategy that we manage on behalf of our clients.

LEVERAGE THE HOLY GRAIL IN YOUR MARKETING STRATEGY

We are seasoned strategic marketers that have clocked thousands of hours handling marketing strategy for our clients. With experience comes a natural tendency to arrive at solutions at a much faster rate than less seasoned professionals. Contact us today and we will arrive at a marketing strategy that goes beyond your expectations of you what you think you can accomplish with your business.