A Quick Guide to Marketing Strategy
I recently gave a talk to a group of small business leaders about the fundamentals of marketing strategy. As a leave behind I made a ‘one page marketing strategy template’ and since I have it, I thought I’d summarise the key points of my talk and put the template on my blog.
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Navigating the world of marketing can be daunting, but it doesn't have to be! Whether you're laying out the foundations for your business as a whole or zeroing in on a specific campaign, a one-page strategy can be your north star.
This post will walk you through the essential components to consider – and there’s a free template to go with it.
1. Target Audience: Be laser-focused
First up – it's crucial to know who you're speaking to. An effective marketing strategy is not a one-size-fits-all approach. Think about:
Who is your ideal customer? (Why?)
What pain point or challenge means they should care about your offer?
Remember, casting a wide net may get you plenty of fish, but not necessarily the ones you want. Being specific and tailoring your message can produce better, more relevant results and help you avoid wasting money.
2. Marketing goals & metrics: Set the bar
It's not enough to merely 'want to do some marketing'. You should have clear objectives in mind and related metrics to keep track of.
What's your overarching business goal?
How can marketing propel you towards this goal?
Which metrics will validate your success?
These should be your guiding principles. They help you measure, refine, and achieve success, ensuring your efforts don’t go astray.
3. Channels: Map out your tactics
Your target audience won’t know about your great product or service unless you tell them! But where and how?
Decide on your approach: LinkedIn ads, a landing page, email sequences...
Determine your call to action: Do you want them to follow your page, make a purchase, or something else?
Matching the right message with the right channel is like pairing wine with food; the right combination can elevate the entire experience. Think about your customer journey and experience - it’s rarely a one-off, linear journey. Some say a customer sees your ad/brand 7 times before engaging, others believe that most of the customer purchasing decision has already been made before a prospect gets in touch with your company.
4. Value proposition & messaging: Stand out from the crowd
Lastly, but by no means least, you need to communicate the 'why'. Why should someone choose you over the many options available?
Identify the 2-3 main problems you solve for your customers.
Clearly articulate the benefit you provide.
Differentiate yourself: In what way are you a cut above your competitors?
In a world full of noise, a clear and unique voice can help you stand out. Weaving the three points above into a concise value proposition statement can help set the foundation for the rest of your marketing.
In Conclusion
A successful marketing strategy doesn’t necessarily have to be intricate. Often, simplicity and clarity yield the best results. With this one-page marketing strategy framework, you have a roadmap to create compelling and effective campaigns that resonate with your target audience and drive your business forward.
