A Marketing Strategy That Serves Your Business

 

We’ve finally wrapped up a tough year, and many business owners are hopeful for a more stable year in 2021.

Before we get there though, we first need to understand these truths: 1) Marketing is critical for a business’ success. 2) Marketing budgets are tight.

So, what should we do?

In times like this, we need to go back to the basics, which means setting clear goals for your company, understanding your market, and measuring your success.

When the budget is tight, you can be tempted to take shortcuts and jump right into action – running Facebook ads, sending out emails, designing print materials…

Those are all great marketing tools, but without a solid marketing strategy, you run the risk of not getting the ROI (return on investment) your company needs.

A marketing strategy should include a comprehensive plan to reach and engage potential customers with a goal of converting them into loyal customers. Developing a plan that works requires a research process to gain insights from both your team members and customers into your company’s differentiators, target audience, S.W.O.T., benefits, competitors, and other information that will inform your specific marketing tactics.

If you have a marketing strategy already, take a moment to evaluate it and see if it includes the following, and then adjust it as necessary. If you don’t have one or are in the process of making one, make sure to include these:

  • Your marketing goals and objectives
  • Analysis of your target audience
  • Understanding your customer buyer’s journey
  • Solutions for your customers’ pain points
  • A game plan to deliver those solutions
  • Awareness of your competitors
  • Tools for performance measurement

Why are these elements so important? Without data-driven research, you are bound to make assumptions and miss the opportunity to attract your ideal customer. Research- and data-based marketing strategy should inform your marketing action plan and guide your marketing efforts for every customer touchpoint your customers interact with as they move through their buyer’s journey. Here are some of the outcomes of a well-made strategy you can expect to enjoy:

Team Accountability

No company has unlimited resources, so effectively utilizing your team’s time and skillsets is imperative. A marketing strategy helps determine various roles and responsibilities across your departments, keeping your marketing team accountable to where and how their expertise can be implemented.

Customer Engagement

From lead to loyalty, customer retention is one of the awesome benefits you can reap from a well-planned marketing strategy. A thorough research-based marketing strategy targets the right audience, keeps your company and marketing relevant, and continually engages customers throughout their buyer’s journey.

Generating Return on Investment

Different marketing methods require different levels of investment. Your marketing strategy should include how you should allocate your budget to various marketing tactics for the best ROI. Again, a good marketing strategy is largely a research process that helps you focus your strategy on the right audience, resulting in lead generation and conversion.

Gaining Brand Credibility and Reputation

You have to show up in front of your target audience with the right message at the right time to gain recognition and trust. Your marketing strategy should include detailed information about your target audience as well as how to target that audience. Content marketing and SEO strategies also play a significant role in building credibility and discoverability. The stronger your reputation is, the more likely you are to convert leads to loyal customers!

Measuring Results

Measuring how your marketing efforts are performing is one of the most important aspects of marketing. There are many different metrics you can collect, and each informs on critical information like whether a campaign was effective and worth the investment, how you can improve it, if you are on the right track to meeting your goals, etc. During a strategy development process, decide what information you want to collect and what tools you will need to achieve that.

A well-planned marketing strategy is necessary to help your business thrive, but researching and then developing, implementing, and improving it can be easier said than done. Is your team hoping to win more customers and drive your business to success this year, but not sure where to start? Element212 has the solution – contact us for a free consultation here.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.