Strategic Planning
Simply copying what your competitors or leaders are doing is not a marketing strategy. Similarly, randomly implementing a series of hacks and jumping from one to the next is not effective. A true strategy involves deliberately and methodically building awareness and stimulating demand among specific target customers (ICP) within a particular market, while executing activities aimed at achieving realistic, desired results with the resources at hand.
There is no one-size-fits-all strategy. Blind imitation can be detrimental in the long run. Each company is unique. The goal is to understand as clearly as possible what your company stands for, who your actual customers are, and how your services or products align with their worldview. From there, you should create market engagement and sales scenarios through hypotheses and experiments that are specific to your company, rather than imitating your competitor.
When should you develop a marketing strategy?
Need for sales growth
Promotional chaos
Low advertising effectiveness
Entering a new market or launching a new product
Services as part of the activity
Marketing Strategy
Define the development process of your business by building meaningful relationships with potential customers. Answers questions: What do we want to achieve? How can we achieve it? What difficulties might we face and how can we overcome them?
Positioning
Create a relevant perception of the company and its services/products among the target audience and potential customers (ISP). Develop a concept of why the product/service is worth buying for each segment of the target audience and how it differs from the competition.
Ideal Customer Profile
Describe the ideal customer, including aspects such as income, team size, geography, specialization, market segment, pain points and professional/industry triggers, qualification criteria, and places/channels to find these customers.
Customer Research
Key information about customers: decision chains, decision makers/influencers/champions, triggers (problems and opportunities), insider and publicly available information to effectively target the company.
Content Distribution
Identifying touch points with target customers, building a non-linear interaction process and developing awareness and nurturing programs, building marketing and sales funnels.
Growth Marketing/Growth Hacking
Discover new business opportunities and new ways to communicate with potential customers. Test and experiment to determine how to maximize sales opportunities at each stage of the funnel.
A clear system when it's obvious what needs to be done to get there.
Where does your brand stand in the minds of your customers within your category? How does your positioning help (or hinder) your profit potential? How do you differentiate yourself from your competitors in the marketplace? Does your marketing support your business growth plans? Is your offer working? Could you be missing something because you're too close to it? We take a comprehensive approach, starting with an in-depth study of business strategy before focusing on marketing communications and activities.
KEY STAGES
Your marketing strategy is the direction in which your business is moving and the ways to get there. Individual campaigns may change, but the strategy includes who the ideal customer base is, how to attract them, the acceptable cost of acquiring new customers, where your ideal prospects are located, and the solutions your product/service/brand offers to the problems these prospects face.
Key points to consider
Be realistic
- Downloading a file does not indicate intent to buy.
- Attending a webinar does not mean intent to buy.
- Interest and curiosity do not equal intent to buy.
- The larger the deal size, the more people in the prospect's organization will be involved in the decision-making process.
- Content based solely on keywords is always superficial (especially in B2B).
- Educational content should educate, not be a veiled advertisement for product features.
- If you're not a market leader, it doesn't make sense to copy the leaders because you lack their resources and don't understand their strategic goals.
- Copying competitors leads to sameness in the eyes of the target audience.
- Templates and scripts do not sell, but relevance does.
