Marketing strategy
The rulebook for how you’re going to sell your products and services.
Get some marketing rules in place!
A marketing strategy covers who you’re selling to, what you’re selling, when your customers need you and why it matters. It’s a process of clarification to prevent you wasting resources on approaches that don’t work. Don’t crack on with the latest, shiniest marketing materials until you’ve nailed your strategy!
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Clarify who you’re marketing to
Being crystal clear about who your marketing is targeting is crucial. You might have multiple groups that you need to market to for your organisation to thrive. In B2B organisations you may have different products or services for different customers. In addition, charities or education establishments are often marketing to parties that are not in fact the end benefactor, for example funders or local authorities.
A marketing strategy allows you to break down which audiences matter most and where your budget should be attributed.
Understand what you’re offering
You know what you’re selling better than anyone else, but you might still struggle to explain it in simple terms that mean something to your customers. Services are a fundamental component of a marketing strategy, and understanding the value of what’s on offer and how this meets customer needs is crucial.
A marketing strategy helps you understand what you’re offering in comparison to your competitors and what difference your service will make to customers.
Recognise when people are ready to buy from you
If you know who you’re selling to and what you're selling, the next thing to figure out is when people are ready to buy from you. There will always be specific points in time when your audience is more ready to buy. Think, umbrellas appearing at the front of supermarkets on a rainy day, or BBQ meats on the end of an aisle when a warm weekend is forecast.
A marketing strategy allows you to explore when people need your service. This means you can work out when and where to distribute your marketing.
Identify why people should buy from your organisation
Key messages explain to people why they need you. They outline what you’re offering. These statements will form the basis of lots of marketing materials going forward – website content, presentations, sales documents – all benefit from consistent marketing messages.
A marketing strategy outlines key messages that shape all your marketing communications going forward.
A marketing strategy is essential if you want to maximise return on your investment (ROI). It allows you to target the right people, with the right messages at the right time. It helps to prevent mistakes.
A marketing strategy is usually a consultancy project, crafted in partnership with your leadership team. The output is a document that sets the parameters for future marketing implementation and includes all your key messages. If you’d benefit from a marketing strategy, get in touch!