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5 Steps to Building a Robust Marketing Strategy

Nov 23, 2018

Marketing strategy is primarily aimed at combining an organization’s marketing goals into a comprehensive plan. An ideal marketing strategy plan focuses on the right product mix in order to maximize the profit and ensure business sustainability. It contains the company’s value proposition, key marketing messages, information on the target customer, and other high-level elements. Companies use various types of marketing strategies to reach people and turn them into customers of their offerings. But the key questions to be answered here are – what your strategies should be? How do you make your team’s work align with your strategies? How do you measure their effectiveness? The answers to all these questions lie in establishing a good marketing strategy plan.

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Identify the Overarching Goals

Every marketing team uses different types of marketing strategies which include demand generation, digital content, events, and partnerships. It is vital for the marketing teams to establish clearly defined, actionable strategies. For this, factors such as the vision of the team, market opportunities, and core competencies, and the end-to-end customer journey should be taken into consideration. It will help in strategy development and ensure that companies are leveraging the right opportunities to achieve their main goal and connect with their customers.

Analyze Industry Positioning

Once the company’s primary goals and objectives are listed out, the next step in the marketing strategy plan is to see where the company lies in terms of the overall industry, as well as how it’s positioned with the current customers. This can be better done by undertaking a SWOT (strengths, weaknesses, opportunities, and threats) analysis. SWOT analysis focuses on internal factors and external market elements and seeks to better define the ways in which the brand is perceived in comparison to its counterparts in the market from a customer point-of-view.

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Formulate Marketing Strategies

The next step is to draft various strategies that would help the company achieve its marketing goals. It is essential to make this a collaborative effort with different teams, hold brainstorms, planning sessions, informal discussions, and encourage questions and feedback. It’s easier to get buy-in on strategies when they are created together. Teams can identify different types of marketing strategies and narrow down on the ones that best suit the company. The other parameters included while formulating the ideal marketing strategy are the target audience, channels, budget, and timing. Once the strategies are finalized, put them in a place that’s easily visible and accessible to everyone in the team.

Evaluate, Modify, and Repeat

It is essential for companies to understand that formulating a marketing strategy plan will be an ongoing effort for the company. So, marketing teams must constantly look for places to improve and enhance the plan. Once the marketing strategies and tactics have been executed, it’s time to take a look back at the defined goals and objectives, and the metrics that had been created earlier. These will be crucial in gauging the overall success of the efforts according to the company’s mission statement and goals.

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