How to write a marketing strategy
It’s that time of year when every business is re-thinking their business plan and marketing strategy – with good reason. A new year is about to begin and the next decade will either make or break your business.
Starting from understanding the business goals, marketing strategies tend to be a combination of both a strategic overarching view of marketing, communications and brand, as well as a best-in-class tactical implementation plan.
How will your business change in 2020? What are the sales and marketing goals for the business? Is there any new products or services? What is your unique value proposition? Is your price point competitive with the market? Is there any new innovations that will help your business stand out from the market?
This is one of the most important parts of any marketing strategy. Your strengths need promotion, your weaknesses need work, your opportunities need leveraging and you can never forget about what your threats are and the risk that they have on your businesses success. What we do each year is write down an extensive list of weaknesses and then write down the opposite of those weaknesses. Each month we measure how close we are coming to reducing our weaknesses and turning those into strengths.
What does your brand stand for? What is its personality? What are your brand attributes? What is your brand story? How is it communicated? When is it communicated? Is your brand affected by outside factors? Does your brand live positively in the mindset of your customers from first point of contact through to end-of-life?
What are your company sales goals? What does your sales pipeline look like? How many leads do you need to get to achieve your sales goals? What does the customer journey look like? Where are your sales coming from? What margins do you have on what products and services?
- Build brand awareness
- Improve social media engagement
- Implement a content marketing strategy
- Generate more leads
Electronic Direct Mail:
What EDM platform will you use? How frequently will you send out EDM campaigns? Do you have a database? Is it segmented? Do you have CRM software? Do you have email marketing software? Do you have marketing automation software?
Do you have a capability to post blogs on your website? How frequently will you post blogs? Will you syndicate your blogs or write guest blogs? What content will you place on social media?
Does your website clearly communicate what you do, how you do it and why? Is it well-branded in line with all your other marketing materials. Do you have social media icons on the top right hand corner? How frequently do you update your blog?