We've discussed at length the benefits of having a marketing strategy for your business, regardless of your operation size, whether you're a 50 person strong team with global ambitions or you're flying solo and hoping to turn your passion into your livelihood strategy is the map to achieving your business goals and reaching your ideal audience.
But the question is, what do you put in a marketing strategy to help make sense of just how to go about marketing your products and services?
Here I hand you my holy grail, and official Heyday cheat sheet for building a marketing strategy in the form of the 5 things I always include in a marketing strategy for my clients:
Your business goals and USP The best place to start is at the very beginning, write down who you are, what you offer, why your business is unique and what your goals are. Think of your goals in terms of short term achievements and long term big picture goals.
Competitor analysis Are there businesses similar to yours that you could consider as competition? Take a look at their activity, what is similar to your business, what makes them stand out to customers and how can you improve on that offer?
Your target audience profiles Dream with me here. Who is your ideal customer and what are their demographics? Are they male or female identifying? Are they boomers? Millennial? Gen Z? Where do you imagine they spend their spare time and cash? What's important to them? Build a clear picture of who your target audiences are into your strategy, by envisioning them as real people and not simply 'your audience' you can better target them with activities they will see and engage with.
Marketing activity matrix Consider this as the 'how' of your marketing strategy. You've got your why (your goals), you've got your who (your audience) now it's time to take both of those and consider HOW you're going to reach your audience. Are you going to go hard on social media? Engage the press? Perhaps you're going to dedicate a budget to ad spend on specific platforms? Make sure every step of the way you're considering your audience profiles.
Key performance indicators How will you measure your progress? Will you be monitoring your website clicks? Subscribers to your newsletter? Perhaps you'll be monitoring ad spend and ROI? Whatever you choose as your KPI's ensure they align with your overarching goals and that you're dedicating time to monitor, analyse and review your activity regularly.
In the mood for a strategy session after reading this? Me too! Drop me a line and let's work together on your marketing strategy!
Hannah, Heyday Digital Agency
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