When it comes to a successful business we know these days that a whole host of factors can influence its strength in the marketplace, but developing a strong marketing strategy is the key behind any successful company.
So, what’s first? Well if you don’t know who you are selling to then how can you create your messages? So, let’s begin with your audience.
Ask yourself; Who am I selling to? What’s their demographic? Defining simple questions identifying your audience is important information to have right have the beginning of your strategy as without it you are shooting in the dark, throwing activities against a wall and hoping it sticks. Forget this important element and your messages won’t reach your target audiences and won’t deliver your goals.
So, put time and effort into your research. Consider things like social media to gain understanding of likes and behaviours. Maybe create a survey using simple tools online like Survey Monkey and distribute it to learn more about habits. Take time to analyse your results and draw conclusions that define your audience and their preferences.
Next we need to look at how we are going to send our messages. On what platform will our marketing resonate the most? This is known as defining your channels.
In a digitally connected world, with consumers having access to literally thousands of messages across multiple channels such as social media, websites or email marketing is can be overwhelming to consider how to deploy your messages. Where do I send my campaigns? To answer this, take a step back and think of your business. Maybe at your current business lifecycle you don’t have the capital to invest in multi-channel campaign marketing. Or maybe from your audience research in stage 1 you have found out exactly which channels your audience engages with the most.
Defining your audience and conducting thorough research will help define your channel strategy.
So, we have now defined our audience and channels the next thing to do is look at your metrics. In other words, analysing your results. Consider it in the development of your strategy, not after. The important thing to remember is to have thought about it within your plan, not go ahead with stage 1 and 2 and then think to yourself – Now what do I do? Did it work? How do I find out? Research metric tools and how they work. Find out what results they show you and how you will be able to act upon them.
4 words for you: Develop, Analyse, Optimise, Develop!
Online tools like Google Analytics are excellent for tracking of your users’ engagement on your website. This will quickly allow you to see if your strategy is generating the levels of engagement you would like and if you need to rethink.
In summary, it's a common pitfall — business owners respond to marketing activity in a reactive manor but what they really want to be doing is spending significant time and effort in producing an actual strategy that underpins their business activities. The reason for this is that when marketing is ad-hoc without thought it causes inconsistent messages. This can of course leave you feeling underwhelmed when results are not delivered! But don’t be disheartened — even some of the best companies fall into this trap, and the important thing to learn is to understand how crucial it is to identify the above factors.
For more information on developing a marketing strategy why not speak with the team at AIM Communications. We are lead generation Activists who will get to the heart of your business. We can identify these 3 stages for you and develop a marketing stagey designed to deliver you results.