We’ve all seen a killer marketing campaign and thought “Wow, I wish I could’ve thought of that!”
It can be tough to know whether your strategy is as comprehensive and powerful as it could be. To help ease some of that uncertainty, we've created this guide that'll show you step-by-step how to create a marketing strategy that leaves no stone unturned.
Let's dive into the five critical components of a complete marketing strategy to jumpstart your 2021.
- Build a Marketing Plan
Your marketing strategy provides an overview behind the reasons why your marketing team will need certain resources, take certain actions, and set certain goals over the year. Your marketing plan is the specific actions you'll take to achieve that strategy.
The right template can help you build a marketing plan that identifies your budget for the year, the initiatives your marketing organization needs to tackle, and the marketing channels you'll use to implement those initiatives. And it will tie everything back to a business summary, to keep you aligned with overarching company goals.
- Create Customer Personas
If you can't define who your audience is in one sentence, now's the chance to do it. A customer persona is an example of your ideal customer.
Buyer personas have critical demographic and psychographic information -- including age, job title, income, location, interests, and challenges. Buyer personas should be at the core of building your strategy.
- Identify goals.
Your marketing strategy goals should coincide with your business goals. Marketing goals might be to increase brand awareness or generate high-quality leads. You might also want to grow or maintain thought leadership in your industry or increase customer value. Whatever your goals, identify what they are and how your marketing organization can work to achieve them over the next year.
- Select the appropriate tools.
Once you have your goals identified, make sure you have the right tools to measure the success of those goals. Online software like social media schedulers gives you analytics to help you keep track of what your audience likes and doesn't. Alternatively, you might consider Google Analytics to measure blog and web page performance.
- Account for existing resources.
Decide what you already have in your arsenal that can help you create your strategy. To streamline this process, think of your assets in three categories -- paid, owned, and earned media.
Recall that paid media means any channel you spend money on to attract your target audience. Twitter, Facebook, and LinkedIn offer paid media options that boost your exposure.
Owned media is any of the media you create -- blog posts, ebooks, images, and infographics that your marketing team has created are examples of owned media.
Earned media is another way to say user-generated content. Shares on social media, tweets about your business, and photos posted on Instagram mentioning your company are all examples of earned media.
Gather your materials in these areas and consolidate them all in a single vehicle so you'll have a clear vision of what you have and how you can integrate the three channels together to maximize your strategy.
- Begin planning media campaigns.
Focus on your owned media and marketing goals. Next, look at your buyer personas. Finally, create a content creation plan. The plan should include the title, goals, format, and channel for each piece of content. Be sure to include which challenge it's solving for your buyer persona.
- Take action!
At this point, your market research and planning should help you visualize how your strategy will be executed and by which teams.
The final step is to bring that all together, and to put actions into your planning. Create a document that maps out the steps you need to take to execute your campaign. In other words, define your strategy.
Think long-term when creating this document. A standard strategy document is 12 months. This structured timeline should be the home base for your strategic marketing efforts.
Remember, your digital strategy is unique to your business, so the document should be, as well. As long as the strategy includes all of the necessary information, you'll be all set to take your company's brand from okay to outstanding.
Now that you have all the necessary information to build a successful marketing strategy it’s time to implement it! And of course, be sure to reach out to us at Good Commerce for any of your marketing needs!