It’s an easy mistake to make, to confuse your marketing strategy with your marketing plan, but there is a subtle difference that needs to be considered if you’re going to be successful. And that first step is to ensure you don’t put the “how” before the “why”.
Your marketing strategy should affect the way you run your business, and be the foundation for your decision-making. If you don’t know who you are and what your stand for, how can your customers?
- Identify your overarching business goals so you can plan to fulfil them.
- Research your target market, focusing on trends, market size and demographics.
- Profile your customers, potential customers and competitors.
- Profile your business to understand where you fit into the market.
The million-dollar question.
The starting point for us in any marketing partnership is understanding your business, and what you want to achieve. Simply put, what does success look like for you?
Once we’ve established your key business objectives, we can start to set out the strategy to achieve it, whether that’s a piece of disruptive marketing of a more traditional direct mail campaign.
As the adage says, if you fail to prepare, you are preparing to fail, and marketing, be it digital or print, is no different.
If your marketing is going to be effective, it’s important for your plan to be underpinned by a long-term strategic vision, which in turn is supported by an understanding of your target market, potential customers and competitors.
Our marketing strategy service starts with an audit of your current marketing efforts, alongside in-depth market research and competitor benchmarking, helping us establish the perception of your brand in the marketplace. Once these baselines have been established, we can contrast how reality compares to your objectives, and begin to formulate a strategy that ensures the business is able to achieve its goals.