Effective marketing only happens when there is a robust strategy behind it; however, many companies don’t know where to start when it comes to devising a marketing strategy. From the first page to the year ahead, this five-step guide will help you plan your marketing strategy and build your brand for the better.
Collate the data
It is simply not possible to create a good marketing strategy without the raw data. You will need quantitative data, such as interviews, and qualitative data, such as surveys. You will also need the results of your market segmentation research and a complete competitive analysis.
Choose your target market
Based on your data, you should be able to determine your general target market, your specific segment markets, and – most importantly – your target audience. Remember that your audience may be different to the purchasers or end consumers. The data may surprise you and some of these may be different markets or segments than you were expecting.
Position yourself
You need to position yourself in terms of your target market and also in comparison to your competitors. Are you selling something more luxurious or perhaps something cheaper? Is it better to be perceived as a brand with expertise or one that can meet people’s price points?
Identify and polish your USPs
What is it that sets your brand apart from the others? Is it your bespoke customer service or the materials you use? Does your design and manufacturing team have niche expertise? Identify what makes you special and keep polishing it like the asset it is.
Look ahead with strategic objectives
Now, you are in a good position to set out the months ahead in terms of planning your marketing strategy. This is the real ‘hows’ and ‘whens’ of it. Use the SMART criteria, ensuring your strategy is specific, measurable, achievable, relevant, and timely. It is best to seek professional advice from a brand strategy agency such as https://www.reallyhelpfulmarketing.co.uk/specialist-services/brand-strategy-agency.
These steps will help you build a marketing strategy that really works, giving you the framework you need to put it into action.