6 Simple Tips When Building a Marketing Strategy
Building a marketing strategy sounds easy to begin with, but half way through you may be questioning your goals, audience and the ad-hoc marketing you once did. Here are 6 simple tips to easy you mind and help you when building a marketing strategy.
One: Know your business goals
Everything marketing does should relate back to your overall business goals. If you’re not driving real business (aka revenue) results, marketing budget is the first to be cut.
But how do you know which business goals are relevant to your marketing activities? Look at the activities in your marketing funnel that you can actively track leads. Whether its a form submission, blog read or webinar view, tracking users that interact with your content and convert to a lead will help you prove your numbers.
Two: Know your audience and where they hang out
This is crucial to making a marketing strategy successful or not. Knowing your target audience is only half of the battle. Creating profiles and adding names to create a life-like audience member will better help you speak to those potential customers.
Don’t just market to your audience but become apart of the community. Finding where your potential customers hang out online (i.e. Facebook, LinkedIn, YouTube, etc.) will help you immerse your brand in the community. Join different groups, talk openly as a thought leader, and when it comes time to bait in your customers, having a strong call-to-action that will benefit or help them.
Three: Understand the types of content that resonate best
Video marketing has exploded in the last 2-3 years because of how easy it is to capture your audience’s attention, get your marketing message across, while keeping it entertaining all in one. But that doesn’t mean that it’s the very best content type for your audience.
Understanding your audience’s behavior, how they digest information and what platforms they use is another piece to the marketing puzzle that will make it successful. Understanding that certain platforms have an aging demographic and read only article-driven posts compared to other platforms that are heavy on video and creative content geared towards younger generations will help you find out how your audience members engage with certain types of content.
Test multiple pieces of content across 30 days and see which ones perform best. The most efficient experiment to do is with the audience you already have.
Four: Find the gaps in your competitive analysis, don’t compare yourself
Competitive analyses are conducted to look at competitors in the market with similar products and/or offerings. They’re often used as a scale for your business to make sure you’re not falling behind in the industry trends or to monitor how far ahead of them you are. This imaginary race can oftentimes leave brands or businesses comparing themselves, rather than taking away key strategic points to gain industry knowledge.
Rather than comparing your brand to another, find the gaps and room for opportunity to become more to their customers than they can offer.
Five: Make a process that works for you
Every brand and business is uniquely its own, and your marketing should be too. If your marketing department does not have 50 people or more in it, it can often be a daunting task to keep up with marketing trends and get each activity executed seamlessly.
Build a process that works for you by monitoring which marketing activities return more on your investment than others. You don’t need to do it all, you just need to do a few things really well. If you’ve found your customers, where they hang out and what types of content resonate best, then don’t worry about doing what your competitors are doing, do what works best for your brand. Give yourself 30-90 days to test what works and what doesn’t, then move forward with a plan to invest your best time forward with a process that works for you.
Six: Measure everything and make changes regularly
Much like testing your marketing to see what works in the early stages, measuring should continue periodically as you execute your strategy. Making sure you can track impressions to click throughs to website visitors to conversions is important. Craft a funnel to highlight the key-performance-indicators of your marketing activities and add numbers to the funnel each month or quarter. Understanding where people drop off – and more importantly why – will help you optimize your marketing message and what needs to be changed.
Lastly, don’t be afraid of change. Alternating or altering marketing activities is what keeps things fresh with your audience. Adding different marketing trends and activities to your funnel as they become available will help evolve your strategy into a stronger one. Make intelligent change by first measuring and monitoring activities over at least 30 days.
Need help with your marketing strategy? Reach out today at firstname.lastname@example.org for a free one-hour consultation. You can walk away with a tangible marketing strategy, tools and all the documents you need to run a execute a successful marketing strategy!