Driven by your business objectives
Strategy is the roadmap that lays out the route to achieving a set of pre-defined goals.
Your business direction drives the strategy, the strategy dictates the tactics, and it’s the tactics that help your business reach those objectives.
And like all good strategies, it should be driven by a clear set of objectives, underpinned by research, that allows the market to be segmented; this, in turn, means more accurate targeting, and a positioning that lets your business deliver a product (or service) that looks better than, or different from, the competition.
There are five key steps required to develop a solid Marketing Strategy.
Looking to discover what a good Marketing Strategy can do for your business?
How will having a marketing strategy help my business?
• Save time – with a well-planned strategy in place, you won't waste time on avoidable mistakes. The marketing direction will be accurately targeted ensuring all campaigns are pulling in the right direction. Thinking about the long-term goal from the start will help keep the whole process on track and save valuable time.
• Save money – Saving time of course means saving money, but it’s not just time – a good strategy means more accurately targeted campaigns, which in turn means tighter controls on marketing budgets, less wastage – and a better ROI.
Who doesn’t like saving money?
• Keep brand consistency – Having a solid marketing strategy means you have a clear view of how, and where your business is represented. Giving you confidence that your brand is being seen by the people that matter, and in the best possible light.
• Measurable results – A well defined marketing strategy should always be developed to include the objectives driven by your business plan. Therefore every campaign should align to these objectives, and thanks to modern digital marketing tactics we can track and monitor the progress of any campaign to ensure it’s on track.
Which marketing strategy is the most effective?
There is no simple answer. There are different strategies for different situations, every strategy needs to be developed based on the business objectives, and takes into consideration a myriad of factors, from market strength, competitor positioning to brand share of voice and budget constraints.
One size simply doesn’t fit all – this is why it’s important to make the most of the five key processes mentioned above to ensure the most cost effective strategy is produced.
What types of campaigns would a good strategy need to be successful?
That all depends on the objectives set by the overall business direction (the business plan).
We work closely with every client to develop a strategy that’s aligned with their business goals. This is an absolute prerequisite as every business is different, and has its own unique circumstances that have to be addressed if we're to ensure future growth.
There’s a vast array of channels and tactics that can be brought into play depending on the desired outcome – the business plan helps formulate the Marketing Strategy, and it’s the strategy that dictates what tactics will be implemented to reach the desired outcome.
Below is a short list of some of the tactics you’ve probably already come across:
- Content marketing
- Inbound marketing
- Search engine optimisation (SEO)
- Search engine marketing/PPC (Pay-per-click)
- Social media marketing
- Account based marketing
- Retargeting & Remarketing
- Earned media and PR
- Referral programmes
- Industry events (tradeshows)
- DM & EDM
- Paid Social Advertising (PSA)
We’re not tied to any particular channel, so we’ll recommend and implement whatever tactics work best – the ones that yield the greatest result, the best ROI.