Developing a marketing strategy for your business is a critical component of attracting the success you desire. This is an all encompassing strategy that covers both offline and online marketing. For many entrepreneurs, the concept of developing an all inclusive marketing strategy is something new. Typically, businesses develop different strategies for different marketing mediums. The key to success is having a cohesive strategy that complements each other. Think about what your prospect would think if they saw a message about your business via direct mail, and then saw a different message on your website. What do you think they will do when it comes to making a buying decision?
To compete effectively in today’s marketplace, it is imperative that as an entrepreneur or a business owner, the strategies utilize tell a single message. Utilizing a strategy will allow you to plan for the long term, not just the short term. To get started here are key components that must be part of every marketing strategy.
What Are The Specific Goals?
The first step in developing a marketing strategy for your business is to clearly identify the goals you wish to achieve. These goals should revolve around revenue, number of clients, events, etc. Each of the goals identified should be measurable with metrics. These will become the foundation of your entire plan, as you have objectives as to plan your efforts around
As an example. If a goal in your business is to increase the number of clients you have by 50%, you will be able to identify what actions will be necessary to achieve this. Additionally, this will help you identify which actions will require online marketing and which will require offline efforts.
Define Your Message
Each and every business has a message to share with the world. Thusly it is important that you define what your message is in the world. For each of the goals that you previously identified, what is the message that must be conveyed to achieve them. Continuing the example above with increasing your client base by 50%, what will you say in your marketing messaging to attract these clients. This is the message that will be utilized in online and offline markets. Regardless of what the message is, you must ensure that you identify who your ideal client is. This will ensure that your message does not end up in front of the wrong audience. If your message is not congruent with the right audience, you will experience lackluster results.
Define What Marketing Mediums To Use
Your ideal client will ultimately decide which platforms to utilize to market your message on. As there are a large variety of offline and online platforms to choose from, you must ensure that the method you utilize is cost effective for your business. There are many advertising mediums that while can be successful, the size of the budget necessary to utilize them effectively may be out of reach. Spending time selecting the platforms will help you ensure that messaging you publish is congruent.
Measure Your Results
Regardless of the mediums that you choose to publish your content, it is imperative to measure your results. As an example, if you are a brick & mortar business simply having prospects calling your regular phone number to book appointments you are missing a huge opportunity. Without tracking who is calling from where, then it is difficult to determine which campaign is the most effective for your business. If you had five or six different campaigns to promote your business, how would you know which one is the most effective? You wouldn’t! By measuring & tracking this type of information you determine which campaigns are most successful and how to expand them. Additionally, you can determine which campaigns are not performing as expected and make appropriate changes.
When you combine each of these steps, you will be able to create a comprehensive marketing strategy for your business. It is important that you do not skip any particular step, as each is critical to achieving success with a marketing campaign.