A marketing strategy based around your customers is vital for any organisation, large, small, private or public. Marketing begins and ends with your customers, so throughout your planning their needs should be the focus of your thinking.
Here are 4 basic steps that will help you to build a strong strategy.:
1. Set goals
Decide what factors your company needs to succeed and set quantifiable goals. Do you need more leads? Are you looking for increased sales? Do you want to promote a specific product or service? Are you looking at developing new markets.
2. Define your offer
Who are you? What are you offering? Clearly define what the company, product or service has to offer, what are the benefits you are providing, and what makes you different from your competition.
3. Define and understand your target audience
Who will use your product? Who will benefit from your service? It may be that your customers fall into a few different segments or categories. Each category will have its own unique set of priorities. Understanding how these priorities affects the purchasing decision is vital to your success.
4. Measure your success
Finally, it’s important to measure the success of your campaign. You should be able to measure results against the goals you’ve set. If your marketing is not bringing in the results, it may be time to change tactics. Have there been changes to the market situation either socially, economically or competitively? Monitoring the success or failure will enable you to react quickly to these changes However, if you are seeing positive results, it’s confirmation that you’re doing something right.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.