What is a marketing strategy?
A marketing strategy is an adaptable and actionable plan to promote and sell your core offer.
It’s more than that, though––it’s a roadmap that informs everything from how you talk about your product or service on a daily basis all the way to how you make large-scale decisions about your offer.
It guides you in presenting your offer consistently and concisely to build your brand around being an authority on the unique issues your audience faces.
It strategically chooses which approaches to take and marketing channels to use so you can cohesively present and sell your offer
It establishes criteria for evaluating your marketing initiatives and for adjusting your approach without losing focus
Avoid the Biggest Marketing Pitfalls
You have a great core offer––it’s a product or service that everyone needs to hear about. You create social media accounts on every imaginable platform, start sending email newsletters, and try to partner with every existing business that will listen to you.
But nobody is buying.
This is called the “Shotgun Approach”––you’re going in so many directions at once that you lose focus of what’s important. When you’re worrying more about how frequently to post on Facebook than about how you approach social media as a whole, then you’re probably falling victim to it.
When you take the shotgun approach, it may seem as though you’re doing all the “right things,” but what you’re really doing is shooting yourself in the foot:
It’s more difficult to develop and maintain your business’s messaging around its core offer. When you are marketing without a clear roadmap, you can do your product or service a disservice by not communicating its value consistently and effectively.
Each channel of marketing (Facebook, Twitter, blog, email, etc.) is distinctly different, and your audience engages with each platform in very different ways. Without a cohesive marketing strategy, it’s much harder to adapt to the varying communication styles of each channel while also still talking about your core offer in the same way at its most basic level.
It’s nearly impossible to measure the results of your marketing efforts, and even harder to adjust your marketing without losing focus and letting your sales suffer.
What's in a marketing strategy?
A comprehensive marketing strategy answers and provides solutions for these key questions:
What’s my business’s identity and brand?
What are the core values and tenets that inform how I want to talk about my core offer?
What are the most effective marketing channels that align the closest with my core offer?
How do I adjust my messaging to fit with these different marketing channels?
How do I coordinate what I’m doing with all of these marketing channels/initiatives to establish and maintain a cohesive brand?
What is my core offer?
Who will buy my core offer?
What will make my marketing efforts successful?
How do I establish myself as an authority on the issues that my target market faces?
How do I build and maintain relationships with current and prospective customers/clients?
How do I evaluate my marketing initiatives?
How do I respond to evaluation results?
What focuses are the most effective use of my resources?
Your marketing strategy should also include the following:
A Concrete and Adaptable Action Plan
Social Media Advertising Plan
A Compelling & Content-Focused Lead Magnet
Tripwire Products to Get Customers in the Door
Search Engine Optimization (SEO)
Monthly or Quarterly Content Focuses
Email Marketing & Lead Generation
Email Newsletter Editorial Calendar
Social Media Plan & Editorial Calendar
Blog Plan & Editorial Calendar
Content marketing is the most effective of online marketing today––traditional advertising rarely ever captures your target audience’s attention, but content marketing builds relationships with prospects by providing them with resources they need––resources that also market your paid products and services.
Strategies vary immensely, and we’re here to help you analyze your business and determine one of many different options for content marketing. Figuring out what how much and what type of content you want to provide for free is just the tip of the iceberg, and we’ll create a custom solution that proves itself time and time again.
We can develop and manage strategies for getting your content in front of your audience using:
Compelling Landing Pages
Lead Generation and Email Marketing
A business’s greatest asset is not the size of its email list, but the level of engagement of its list––an email list of 5,000 active subscribers is infinitely more valuable than a list of 10,000 unengaged, disinterested ones. There are countless ways to generate valuable, active leads, and we’ll work with you to determine, plan, and execute the best way for your business to collect and segment leads.
Leads don’t turn into clients by themselves. We’ll also work with you to develop, launch, and maintain a conversion-focused nurture sequence that turns your leads into customers by continuing to strategically provide meaningful content to them while also generating interest in your paid products and services.