Having a marketing strategy can be a great way to help you boost sales, increase your brand awareness or launch a new product or service. The success of your strategy could make a great long-term impact on your business, enabling you to build a positive reputation around your brand and get ahead of your competitors. The challenges come in making sure your strategy is effective and garnering the results you need to meet your business goals.
With that in mind, SLG take a look at the various stages to consider when making sure your marketing strategy is effective.
Define your business’ purpose
Consider what you’re hoping to achieve through your marketing strategy. Why your business exists should be at the heart of your strategy, working towards a particular vision of success and that your brand stands for something meaningful. Knowing your what your big goal is can also help you determine the right approach to your marketing strategy.
For instance, if you want to increase sales, you’ll likely need to start advertising your products or services more. If your goal is to widen your reach, it’s important to think about how you can achieve this and include it in your strategy. This is the first step in creating any kind of strategy, as without an idea of your desired results, you’ll likely miss the mark.
Understand your audience
Defining who your audience is can be key in driving your strategy in the right direction. It can ensure you have aligned your message with the values of your audience, and helps you gain a better understanding of what your audience is looking for.
You can either define your audience through looking at existing customers and understanding what attributes they have in common, or you can create an profile that represents your ideal customer. An audience profile can help you with detailed attributes and build a picture of who you are marketing to, including things like age, job title and interests. This allows you to understand what type of marketing would best suit their personality, what they are looking for in a brand and what the right channels to use that will reach and engage them.
Choose your channels
You might think that in order to have an effective marketing strategy, you should be present on every possible channel. However, it’s more important that you choose channels that are relevant to your brand and your audience, rather than overstretching yourself.
Marketing strategies can include SEO, PPC, content marketing, social media, email marketing and more. Think carefully about which ones will bring you the results you need, as well as considering what will be cost effective for your business too. A combination of both organic and paid channels can work wonders, but when it comes to social media, choose the platforms where your audience are already active users and engaging with brands. There’s no point investing resource in TikTok if you’re trying to reach architects who are more likely to be reached on LinkedIn or Instagram.
Measuring your success
Knowing how effective your marketing strategy is will all come down to how you measure your campaigns. Without measuring the results of your strategies, the whole thing will have been essentially pointless. Consider how to measure your results through the right tools, and whether the results have met the criteria of your goals.
Look at metrics such as increased sales or revenue, an increase in people getting in touch or any other action that proves your marketing strategy has had some impact. This can give you something to build on and will allow you to create your next campaign with interesting insights.