Essentially, a marketing strategy is a plan of action devised to promote your company and its products or services. Ideally, it should be a 12-month plan which should consider your objectives, sales targets, target markets and what activities you are going to undertake in order to reach them. It should also help you identify your best customers, understand their needs and implement the most effective marketing methods to reach them.
It’s vital that you know what success looks like to have any chance of achieving it. By putting together a comprehensive marketing strategy you will give yourself clearly defined goals which can be shared with your wider team. Obviously, as with any long-term planning, ad hoc tactics will have to be employed at different stages and a good marketing strategy will allow for this.
We research your business and those of your closest competitors in order to understand your current market position, where you are doing well, where you could improve, market trends and potential opportunities.
We organise a half-day brainstorming session at your office with key stakeholders during which we define and agree all of the necessary information in order to compile your marketing strategy.
Pulling together all of the research and information from the brainstorm session, we create the first draft of your marketing strategy ready for feedback.
Following feedback from your review, we provide the final version. This is also great for sharing with all stakeholders, including suppliers, so that everyone knows exactly what your business is trying to achieve with its marketing and how it is going to achieve it.
Clearly defined goals
Clearly defined target audience
Defined tone of voice across all channels
The main elements of a marketing strategy are your target audience, goals and objectives, and the tactics you will employ to actively market to your target audience and achieve your goal KPIs. These three elements are crucial to formulate an effective marketing strategy.
Whatever the size of your business it is important that you have a marketing strategy in place, to make sure that whatever marketing activity you do, it is aligned with your goals and objectives. Having a strategy means you have clear steps to take to meet your objectives whether they are short term, mid-term or long term.
It gives you a clear plan to stick to and something to measure against your results. If you have a plan in place to meet a certain objective, and that objective wasn’t met, then the activity would need to be analysed to make sure it was the right one for that objective.