Understanding Marketing Strategy and Why You Should Have One

Many of you understand the basic concept of marketing. However, to ensure we are all on the same page, here’s a brief refresher.

Definition of marketing: Marketing is the essential process of effective communicating the value of your product and or service to your target customer base.

The goal is to peak their interest enough, allowing them to take action and buy your product or service. You are really doing an amazing job if your customer then refers another customer.

If you are a business and you don’t believe in the process of marketing, I highly recommend you re-think your overall business strategy. You absolutely need marketing to attract a relevant customer base to sell your product or service and have a real chance at making a profit.

Now that you’ve taken a brief refresher as to what is marketing and the importance, the next step is developing a marketing strategy.

What is a marketing strategy?

A marketing strategy will help your organization to develop the most optimal process, focusing your scarce resources on convertible opportunities.

Your goal with a marketing strategy is to increase the total sales your organization achieves within the target customer base and establishing a competitive advantage that’s sustainable.

When you are developing a marketing strategy, you have to consider the comprehensive marketing goals of your organization. This includes long-term and short-term marketing goals.

You may have to take small bites before you are able to swallow the amount of success you are sure to achieve with an effective strategy. This information will allow you to develop a complete marketing plan. You can’t get anywhere without a solid plan.

Communication as part of a marketing strategy

In order to develop an excellent marketing strategy, you must conduct research within the target market to know exactly how your customer prefers communication.

Remember, marketing is effectively communicating the value of your product or service to the customer. If you don’t have a clear understanding as to how to best communicate with your target customer, your marketing strategy will be ineffective.

What does this mean? Conduct research to determine if your customers need a visual aide, auditory aide, and or things they can touch and feel in order to become connected to your product or service.

For example, I’m auditory. It’s helpful for products and services I’m interested in to have a jingle to their slogan to help me remember to purchase their item.

When I’m in the store, if I walk past an item I need and I can see the product and then recall the jingle, I find myself making a purchase more times than not if I need the product or service at the time.

In your strategy, you may have to develop a combination to meet the needs of your target market. Nonetheless, discover the way your customer needs you to communicate value.

Product mix as part of an effective marketing strategy

It’s critical to ensure your strategy has a keen focus on the product mix that will cause your customer to react. What does this mean?

A product mix will take into consideration the various lines of products offered to the target market. Let’s take it a step further to ensure an understanding is achieved. For example, if you operate an athletic shoe store serving the entire family, what type of products must you offer to ensure you have a profitable product mix?

Athletic shoes are a given. Then to compliment the shoes, you will offer shoe strings. Another relevant offering would be socks and shoe cleaner. It’s important to anticipate the needs of the target consumer. Athletic shoes require certain attire. Therefore, it makes perfect sense to add athletic apparel to your product mix.

Also, consider the type of athletics your target customers are interested in. Perhaps your customers are runners, basketball players, baseball players, and or football players. You must have a mix that is relevant to your target market.

Your product mix must be right. This will ensure you realize maximum profits from your target customer. You must be willing to put in the work as this knowledge will not come without conducting extensive research.

Why is a marketing strategy so important and why do you need one?

Regardless of the size of your organization, you need a marketing strategy. The benefits far outweigh the time and financial investments to be made to create the most effective strategy.

Change in the industry and target consumer needs

Aside from meeting the needs of your target customer with an effective marketing strategy, you will also learn your strengths and weaknesses as the market evolves.

The goal is to develop a sustainable competitive advantage, thus you need to know what you are good at. The marketing strategy should help you stay current with the changing trends of the industry and the necessary strategic adjustments to be made in order to remain connected with your customer.

For example, if you are a business and you have not already implemented social media as part of your overall marketing strategy, you are behind. Technology is ruling the world we live in. Your customers are online and in-touch via social media. You must get connected to stay connected.

Digital marketing is hot! Many businesses are taking advantage of the mobile lifestyle of their target consumer. Digital marketing allows for a business to advertise on mobile devices, tablets, smartphones, digital billboards (these are really cool), and other digital friendly devices.

This is a huge part of internet marketing and is only going to get bigger. This is a must have in your marketing strategy.

Email marketing is another strategy that is continuing to grow. This is a great way to stay connected with your customer on a permission basis. What does this mean? The customers you send your message to each month, specifically requested to stay in touch. These are high probability sales transactions!

Organizational growth

Your marketing strategy should also help to identify areas for business expansion. Every business has the dream of growing. It’s typically identified in their vision statement.

Your marketing strategy will then direct you in the right direction to help reach the potential new customers you will reach as a result of growth. Growth is great and sustainable if you are able to scale your business in a timely and relevant fashion.

As stated before, you may have general knowledge as to the idea and importance of marketing.

You may even have a basic understanding of a marketing strategy. Now, you understand why it’s critical to have one and you have been armed with ideas to get you started.

7 Ways a Marketing Strategy Will Grow Your Business

“What is the best money I can spend in marketing to grow my business?” Without a doubt, this is the question I’m most frequently asked by small business owners. It may seem like a question that is promptly followed by an “it depends” type of answer, however, it’s actually quite easy to pinpoint one tool that is relatively inexpensive, delivers a high ROI and, sadly, is not commonly found in a small businesses’ toolbox. It’s a marketing strategy.

Why is a marketing strategy the most powerful tool for growing business? The straight-forward answer is that a solid marketing strategy will address current challenges and map out paths by which a business can grow in the future. It will audit a business’s brand and message, but isn’t limited to branding alone. Rather, a marketing strategy is a combination of big picture and detail analysis that incorporates a wide range of marketing channels tailored for that business’s industry, market, and budget. The majority of marketing strategies I write for small businesses include a high number of items that can be performed for free by current in-house staff, resulting in a plan that won’t lead to a fortune spent. In fact, a good marketing strategy is an investment in saving money because it targets a business’s efforts and helps avoid waste.

At this point I need to qualify my earlier statement; the best money spent in marketing is a smart marketing strategy written by an experienced marketer on behalf of a specific business, not something sketched out by a rep at a service shop (think printer or web firm) or from a generic, ‘small business strategy’ check list. For a marketing strategy to be truly effective, it needs to be a customized effort involving research, analysis and a careful matching of opportunities with the business’s resources and budget. This can never be a quick or off the shelf effort – a smart marketing strategy takes some time to develop properly. My own typically take less than a month and are generally under $2,000.

It’s important to keep in mind that while a smart marketing strategy won’t force a business beyond its means, it will present a mix of opportunities that meet immediate goals and show paths for growth. A marketing strategy’s advantage is that it paints a picture of a business, highlights who that business is targeting, focuses its marketing budget, and develops a schedule for reaching out to buyers. It accomplishes this in 7 key ways:

1. Develops Brand & Message

A brand is simply a business’s public look and message. Businesses all have the beginning of a brand – an official name – and some have taken steps to identify a logo, tagline, and possibly a general color scheme or style guide. In small businesses, these are often a reflection of the owner’s personal taste rather than an evaluation of the market and targeted buyers (years ago I had a client who chose her corporation’s color scheme from her kitchen wall’s paint chip). They may be a result of a family brainstorming effort or an owner’s flash of inspiration. Sometimes they are geographically influenced or an attempt at gimmickry. The point is that while it’s rare to find a small business that developed its name, logo, and message as the result of true market research, it’s a universal rule that, for good or bad, small businesses will refer to these items as their business’s brand.

And this is where a marketing strategy steps in. A smart marketing strategy will thoroughly evaluate a business’s brand through experienced and unbiased eyes. The marketer is not (hopefully) a member of the family and most likely hasn’t seen the kitchen’s walls. Instead, an experienced marketer will audit the brand as both a buyer and a marketer, and evaluate its ability to quickly convey the business’s story, whether or not it targets the appropriate buyer, and if it is unique enough within the marketplace to set the business apart from the competition. The marketing strategy will highlight any brand challenges, inconsistencies, or weaknesses before suggesting modifications and improvements.

Unfortunately, ‘brand’ seems to be a point at which many small businesses abandon their strategic efforts. A business’s brand is essential and well worth a hefty effort, but ‘branding’ isn’t enough of an action item to grow a business and isn’t where a smart strategy ends…

2. Audits Current Program

Which segues nicely into the next stage of a strategy: auditing the current marketing program. This stage goes beyond branding to review all of the business’s marketing efforts and is an essential component to any smart strategy. It’s at this stage that wasted money or effort is discovered, missed opportunities highlighted, or where I find that a client had started down a positive path in the past but either abandoned it too early or was off in its message. Has the business’s marketing program been well thought out or has it been a shotgun approach through a series of one-off efforts spread over time? This is where we find out.
My audits look for strengths as well as holes and weaknesses in a business’s marketing program by dissecting the marketing channel mix, promotional locations (both online and traditional), frequency, and more, then matching the entire program to the targeted buyer profile. I spend quite a bit of time looking through the business’s marketing tools such as its web site, brochures, newsletters, and social media and evaluate the business’s staff resources, factoring any strengths into the final evaluation.

3. Profiles Buyers & Marketplace

It may be hard to fathom but there are small businesses that face each year without knowing much about their own marketplace and the very buyers upon which their livelihoods depend. As a marketer, it baffles me how any business can hang its shingle without taking the time to first evaluate who it will sell to and from whom it will grab market share. Questions such as, “how many buyers are out there?”, “how do they like to be reached?” and, “who am I competing against?” are all fundamental to business success because it’s only through this knowledge that a company can adapt and grow. The only way to create this profile is through research!

I start by pulling information directly from my clients through a combination of interviews and surveys filled with carefully crafted questions. I’ll ask then re-ask until I’ve developed a complete profile from my client’s perspective. My work then turns to generating a buyer profile from a marketing perspective that stems from my client’s high level buyer description. I’ll dig and research until my profile is complete, then compare my profile with that of my client’s. Hopefully we’re in synch, but if not, I’ll point out where we differ and evaluate where my client can hone his or her efforts.

At this point I’ll also want to look at the marketplace from my buyer profile’s point of view, and will “shop” the competition. I’ll look at the business’s geographic reach and investigate both demographic data and local economic growth plans. All of this data will play into the final evaluation of whether my client should continue in its current market or branch out into an area that’s buyer-rich.

4. Evaluates Competition

“Who is my competition and how do we differ?” That’s a question every business owner should be able to answer at any given time! Business owners should be aware of who is snagging market share from them and how each competitor compares in services, quality, customer service, messaging, and overall marketing efforts. It’s wonderful to be the best service provider available, but that won’t mean anything if the competition is signing more buyers!

For this stage of a marketing strategy, I like to shop the competition from a buyer’s perspective before comparing my findings to my own “client shop”. Since I’m an outside consultant, it’s fairly easy for me to assume an unbiased buyer’s approach to most shopping efforts, be it B to B or B to C, and I look for easy shopping situations, who could satisfy my buyer needs, would entice me to make a purchase or conversely would turn me off as a buyer. I use these results to suggest ways my client could improve his or own business’s message and to…

5. Determine Marketing Mix

This stage of a marketing strategy is a game of, ‘find the buyers’. After all, what is marketing if it isn’t an effort to communicate with buyers and lure them to a business? To me, this is the truly strategic stage of a strategy, but one that could not exist without all the previous steps. It is at this point that the strategy should answer questions such as, “should a business adopt the latest trends or stick to more traditional methods?” or, “what will provide the biggest bang for a limited budget?”

It’s also the stage where experience really pays off as there are many, many ways to spend money in marketing and only so many options that will reach the right buyers. I enjoy this stage the most and spend time looking under rocks to discover new options and find cost effective solutions. No two strategies should be ever be the same at this stage, making this the most custom portion of the entire process. A good strategy will look beyond paid search and Facebook ads and find new ways to present the business – within budget.

This is also the most flexible portion of a smart marketing strategy. I like to include a variety of options that range from ‘incorporate immediately’ to more longer term efforts that make sense once the business has grown or has put other marketing tools in place. A good mix will pull in multiple marketing channels and allow a business to reach buyers on many levels.

6. Finds Internal & Low Cost Options

Many businesses have low cost and free marketing options already at their disposal and may not realize it. A good marketing strategy reviews a business’s internal options, evaluates the business as a whole, and discover resources that can be used in the marketing plan. I like to empower my clients and give them the chance to save their budget for bigger ticket items down the road.

7. Designs 1 – 5 Years Marketing Plan

I wrap up every marketing strategy with a 1 year, month by month, marketing plan. This marketing plan lists carefully selected marketing efforts determined in the strategy and provide a schedule for when they should be launched and evaluated. For smaller businesses, I try to stick to the low cost options that can be maintained internally with optional efforts that may cost more money or should happen after an early goal has been achieved. More expensive or involved opportunities are generally reserved for a 2-5 year plan and are contingent upon achieving goals.

By incorporating the above 7 stages into a thoroughly researched and carefully crafted strategy, a small business will have a map by which it can achieve its goals and grow its business. It’s money well spent and something a business really shouldn’t exist without!

Crafting a Successful B2B Marketing Strategy

For many B2B marketers, the traditional marketing funnel that motivates prospects to self-identify and then move to a sales funnel, is ingrained in our minds. However, in the Age of the Customer, Forrester Research’s phrase for a customer-driven marketing landscape, the funnel has evolved to reflect a new customer expectation requiring sales and marketing to work in tandem.

With this in mind, B2B marketers must evaluate how their current B2B marketing strategy is aligned with the psychology of their buyer journey. In other words, B2B marketers must know how to craft a marketing strategy based on the predominance of the customer.

So, we have outlined a series of steps to follow when crafting a customer-centric B2B marketing strategy. Ask yourself and your team, “have we checked the following boxes when crafting our B2B marketing strategy?”

IDENTIFY TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY

Going through the exercise to develop personas based on market and customer research is fundamental to understanding not only who is your audience but how to engage them in the buyer journey. Incorporating marketing personas makes websites two to five times more effective and easier to use by targeted users. However, only 44% of B2B marketers use buyer personas. So, ensure your B2B marketing strategy includes persona-based experiences that moves buyers forward in their journey with your brand.

MAP A PERSONA-BASED CUSTOMER JOURNEY TO DRIVE YOUR B2B MARKETING STRATEGY

Building out your influencer and decision personas to understand your target audience is only part of the process of laying a customer-centric foundation for your strategy. Next is to map the touch points of your buyer journey through all buyer stages. In order to close the loop from awareness to revenue it’s critical to know the touch points along the journey that are motivators and detractors in order to influence all parts of the customer experience. When developing your B2B marketing strategy answer the following, “How do I craft a strategy with the framework that aligns with your customer’s journey to gain clarity and define priority?”

DEFINE AND MEASURE B2B MARKETING STRATEGY GOALS & METRICS

Perhaps a no-brainer for a data-driven B2B marketer is clearly-defined metrics for success. With a heightened emphasis on personalization and customer experience (CX), B2B marketing goals and metrics must be established to measure the success of the marketing efforts supporting a customer’s progression through the buyer journey. Your B2B marketing strategy must outline how it will create direct contribution to revenue with a return and fuel high growth.

A recent case study example from one of our technology platform and services clients is Viewpointe, a leading private cloud managed services provider. Viewpointe was challenged with continuing to engage customers over the course of a 6+ month sales cycle. After clearly defining their B2B marketing goals, they aligned their content marketing plan with their persona-based customer journey. As a result, Viewpointe stayed engaged with their customers throughout the buyer journey and closed more deals. One way Viewpointe measured customer engagement lift was a 52% increase in persona aligned website content and 164% increase in blog content engagement from organic search referrals.

YOUR B2B MARKETING STRATEGY INCORPORATES ACTIONABLE INSIGHTS WITH SALES

Referring back to our earlier customer funnel illustration, the traditional hand-off from marketing to sales, with no feedback loop when a lead is “flipped over the fence to sales”, causing misalignment between B2B marketing and sales teams. In fact, 25% of B2B marketers have no idea what is their customer conversion rate. In the Age of the Customer, your marketing strategy should outline how to rip out the proverbial fence and instead encourage inter-team collaboration. Ensuring this marketing and sales alignment is crucial to creating a consistent customer experience along a buyer’s journey. Being intentional about sharing insights between teams is one way to encourage broad acceptance of a successful B2B marketing strategy execution.

YOUR NEXT STEP

With only 45% of B2B marketers confident that they have decent, if not high, levels of customer centricity, the time to is now to author your new B2B marketing strategy that elevates you above your competition.

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