You can’t just start marketing your business all willy nilly – that’s just a waste of time and resources, and it won’t be profitable, unless you have the world’s best luck. If you don’t want to leave it to chance, and you do want your marketing to align with your business objectives, plus edge out your competitors, a marketing strategy is a must.
Creating such a strategy helps you make the most of your marketing budget by determining, and focusing on, the areas with the highest potential for growth. This involves identifying your objectives and how best to go about achieving them.
Key Performance Indicators, or KPIs, are measurable goals that will demonstrate how effectively your marketing is achieving your key business objectives. The first step is determining what those objectives are, then it’s time to zero in on your audience and determine a variety of tactics designed with their needs (and your KPIs) in mind. The basis of all this is research.
Call us crazy, but we can’t wait to dig in and discover what makes you, and your customers, tick. It’s the stuff strong strategic plans are built from – plans that use your marketing dollars wisely, and get results. We’ll learn all we can about you, then turn our attention to your audience.
Understanding your target customers is crucial in crafting a strategy and supporting tactics that communicate your message successfully and drive your audience to action.
From surveys to focus groups to interviews, this research comes right out and asks your audience what they think, like, don’t like, wish, and value – all important, first-hand information to consider when developing a marketing strategy.
Sometimes there is existing research available. Why let it collect dust when we can collect all sorts of valuable information from it? Secondary research can provide additional insights into your market, category, customers, competitors and more.
You’ve done your research, and developed your marketing strategy, now it’s time to get it all organized in a Marketing Communications Plan, often referred to as a MarCom plan, because that doesn’t take as long to say or type.
Your MarCom Plan incorporates your strategy and the unique tactics we’ve created for you, along with a timeline, scope of work, accountability, measurables and other details that define how we will work together to implement your strategy and reach your goals. It’s like an overview of all we will be doing and when we’ll be doing it. Also, how we’ll do it, which brings us to another strategic component: Media planning and buying.
But not just any place…the right place.
For your message to reach the right audience, it needs to be in the right place, at the right time, and in the right medium. This is a biggie. No matter how fantastic your marketing is, it won’t make an impact if no one from your target sees it. Strategic media planning and buying involves locating where your ideal customers are, determining how they like to consume their content, then putting your message in front of them. Whether that’s a billboard, a social post, a radio ad, a sponsored search result or anything else, you want to talk to your customers where and when they want to be talked to, and we can help you do that.