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Marketing Strategy

Marketing Plans

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Marketing Strategy
Marketing plan

Marketing Plans

Before you invest in advertising, a marketing plan will help keep your team headed in the right direction. If you have a current and completed marketing plan, we align our work with it. If you don’t, we can develop a new one or update an existing version with new information.
We partner with you to clearly state your vision and mission and how you bring value to customers.

We create a clear plan for how you’ll achieve your company’s goals and milestones for the future. We help you tie in your company’s core values and principles into your plan. In this process, we help define how your team should behave based on your beliefs. The plan should include your brand promise, unique value proposition, target market, competitive position, and other market factors. It’s helpful to have a full analysis of what benefits your brand offers and how it solves your customers’ problems.

We can help you create or adjust strategies, set business goals, and understand current and future risks. Some factors may benefit your business and you may want to make changes for your product lifecycle or marketing tactics.

Your marketing plan also includes an analysis of your existing customer profile and their common attributes.

We look at each industry/market, the company size, product purchased, average order size, average order frequency. We look at their buying motivations. Is this customer profile a good match with your company’s desired future state?

We research and assess your Ideal Customer Profile (ICP). This type of customer buys from you with loyalty and frequency. They recommend your brand and refer business to you. Getting more customers like this should be your sales and marketing focus.

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Campaign Management

  1. Segment your market based on strategic attributes
    • Demographic, firmographic, geographic, psychographic, and behavioral
    • Your key accounts
  2. Build your ideal customer profile (ICP) for each segment
  3. Prioritize and focus on one or two target segments
  4. Identify opportunities and threats in your market
    • Political
    • Economic
    • Social
    • Technological
    • Legal
    • Environmental
  5. Analyze the competitive landscape and your product positioning
  6. Articulate a unique selling proposition (USP) for each target segment
  7. Map the buyer journey for each segment
  8. Prioritize your goals:
    • Brand Awareness
    • Lead Generation
    • Funnel Acceleration
    • Loyalty & Expansion
  9. Identify your budget and your time frame for your campaign
  10. Confirm that your website and sales staff are prepared for increased traffic
  11. Set specific, measurable, and achievable objectives for each goal
  12. Create your campaign theme with key messaging strategy
  13. Test your theme and messaging with select customers or trusted stakeholders
  14. Identify your media mix strategy (Paid, Earned, Shared, Owned media)
  15. Select the media channels for your campaign
  16. Build your call-to-action (CTA)
  17. Design your campaign assets
  18. Create a campaign calendar for each ad and channel
  19. Test, measure, and iterate based on your learnings
  20. Follow through by delivering an outstanding customer experience

We research and assess your customer personas. Customer personas represent the user types that may be involved in buying from you. This analysis can assist you in making decisions about your future products.

We collaborate with you to create a customer journey map. A customer journey map is a visual story of your customers’ interactions with your brand. through both digital and traditional marketing. This map allows you to step into your customer’s shoes and see your business from your customer’s perspective.

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Market Analysis & Research​

  • Political, economic, social, technological, legal or environmental factors can affect your business. We examine these factors and their impact. We then create strategies to reduce the threats and maximize the opportunities.
  • We also help you understand your competitors. Competitors can be direct or indirect. Positioning your brand enables you to send the right message to the right audience. How you position against market leaders, challengers, and followers can determine your brand’s future.
  • Market segmentation and targeting are key to success. With research and analysis, we help you divide your market into smaller groups that share similar characteristics.
  • We look at various types of market segmentation, including Demographic, Geographic, Behavioral, and Psychographic. We help you evaluate the potential attractiveness of your target segment. Different segments may need different benefits.
  • By segmenting your competitors, you can understand where to focus your efforts. By targeting specific segments, you can win more and waste less.

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