How to Create a Marketing Strategy
•Download as PPTX, PDF•
1 like•465 views
Here's a mini-version of how to create a marketing strategy. It covers the key components: goals, target audiences, situational analysis (SWOT, marketing audit), channels and budgeting.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to How to Create a Marketing Strategy
Similar to How to Create a Marketing Strategy (20)
More from ME Consulting
More from ME Consulting (20)
Recently uploaded
Recently uploaded (20)
How to Create a Marketing Strategy
- 1. HOW TO BUILD A KICK-ASS MARKETING STRATEGY IN 25 MINUTES (OR LESS)
- 2. This is how many fast-growing companies do marketing
- 3. SO, WHAT’S YOUR MARKETING STRATEGY? (DOES IT LIVE ANYWHERE?)
- 7. WHAT
- 8. WHEN
- 9. WHO
- 10. Brand awareness Media coverage Website TrafficDownloads WHAT ARE YOUR (business and marketing) GOALS?
- 11. Business goals – sales growth, market share, # of deals, deal size, geographical reach Marketing goals – leads, demos, prospects engaged, media coverage, new channels
- 12. Your Three Biggest Goals
- 16. BUYER PERSONAS
- 17. A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
- 19. A buyer persona can feature in-depth details
- 20. ….or it can be less formal like these ones by MailChimp
- 21. WHERE DO YOU STAND? (SITUATIONAL ANALYSIS)
- 24. Who are your biggest competitors?
- 27. “The essence of strategy is choosing what not to do. ” - Michael E. Porter
- 28. BE IN THE RIGHT PLACES (FOR YOU)
- 29. PRIORITIZE After ranking marketing channels, divide them into three buckets: now, soon and later to determine next moves. LIST List all the marketing channels and activities that could be used to engage target audiences, regardless of their potential RANK Rank all your marketing channels based on resources needed, costs and expected success/ROI 0203 01 LIST, RANK, PRIORITIZE FRAMEWORK
- 34. Case studies Social media Blogs eBooks White papers Conferences Webinars Direct mail SOON (3 to 9 months) ( 9 months to never) LATER
- 35. TACTICS How will your strategy be implemented? Goals Sales
- 36. BUDGETING
- 37. Create a mock budget
- 39. Key Metrics Content marketing: downloads/views, # of prospects, # of opportunities, # of deals Website: conversation rates, leads generated, content influence, visitors, sales SEM/PPC: # of leads, cost/lead, cost/click, sales Social media: leads, followers growth, engagement rate, referrals Email marketing: # of subscribers, open rate, click-through rate, # of clicks
- 40. I PROVIDE WORKSHOPS & STRATEGIC CONSULTING
- 41. QUESTIONS?
Editor's Notes
- No marketing strategy is a road to nowhere. It wastes time, money and resources because there’s no guarantee what you’re doing is relevant or right. It puts the cart before the horse.
- Do you have one? If not, why not? If you do, where does it live? How often is it updated?
- What you’re going to do Who’s going to do it When it’s going to happen How much will it cost Goals?
- What you’re going to do Who’s going to do it When it’s going to happen How much will it cost Goals?
- What you’re going to do Who’s going to do it When it’s going to happen How much will it cost Goals?
- What you’re going to do Who’s going to do it When it’s going to happen How much will it cost Goals?
- One primary, two secondary
- One to two core goals, three to five supporting goals Sales dollars Units sold Market share Mix of products or services ROI on advertising expenditures Awareness Public relations placements Number of new accounts/relationships Share of customer's business Sales conversion rates
- What problem are you solving? What is your customer thinking of how the problem is being solved? How do other (competitors) say this problem is being solved? How do you – the hero - believe this problem is being solved?
- Tools: Persona App HubSpot
- THE FACTS – SWOT Internal: how well is your product meeting the needs of customers? How are you getting your product to market? External: What external factors do you need to take into consideration – trends, new technologies, economic? Who are your biggest competitors?
- List all your marketing activities Then, rank how well you’re doing. Be honest! How could you improve Compare with the group. Ask people doing well why they’re doing well. Ask people why they are struggling.
- A simple framework to analyze your company’s strengths and weaknesses, opportunities and threats. Helps you focus on your strengths, minimize threats and take advantage of opportunities. Strengths: things you do well, things under your control: product, people, brand, network, advantages over rivals, R&D Weaknesses: [internal] things preventing your from performing at an optimal level: lack of technologies, lack of capital, poor location, things you lack Opportunities: economic/competitive conditions, marketing growth Threats: competition, regulation, supply prices, shifts in consumer behaviour, new technology Goal: take advantage of your strengths and opportunities that you can capitalize on, while minimizing weaknesses.
- Direct, indirect, new and emerging
- The Pareto Rules – 20% of the work generates 80% of the results.