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Marketing Strategy

Marketing Strategy2023-09-19T15:03:07+02:00

MARKETING STRATEGY ASSISTS IN CLARIFYING AND QUANTIFYING MARKETING EFFORTS.

MOST MARKETING EFFORTS USE THE SHOTGUN APPROACH. AT SHIFT2CLARITY WE BELIEVE IN THE SNIPER APPROACH.

A marketing strategy is a well-defined plan that provides direction, focus and a structured approach to your marketing efforts.

SHIFT2CLARITY OFFERS SERVICES BASED ON RESEARCH

WITH 1000+ CLIENTS AND OVER 17 YEARS OF EXPERIENCE.

We are passionate about helping business owners make research-based decisions to help their businesses thrive.

The marketing and sales teams need to work well together, and therefore it is essential to understand the sales processes.

We recommend setting up an SLA between the marketing and sales teams to clarify all expectations and open communication channels to ensure maximum success.

Marketing and sales need to work together like a well-oiled machine, taking the same language and tone to achieve the set marketing goals.

During this step, we build marketing funnels based on the journey that someone takes to eventually become a paying customer. Each step is defined, and the relevant marketing activities are mapped with measurables as far as possible.

We will create the detailed daily marketing activities plan from data in this step.

Market Positioning refers to the ability to influence consumer perception.

The objective of market positioning is to establish the image or identity of a brand. It reveals or product so that consumers perceive it in a certain way. For instance, is the brand cheap and low quality or expensive and high quality? In building a positioning map against competitors, we can determine the current and desired brand positioning.

S2C SME Training Marketing Wheel

Personas comprise of two parts, demographics and psychographics. Demographics is the statistical characteristics of human populations (such as age or income) used primarily to identify markets.

In contrast, a psychographic profile contains information about a person’s interests, hobbies, emotional triggers, and lifestyle choices, among other data. Building the personas is an essential step that comprises internal workshops and external data gathered from potential clients.

Understanding our current position and what worked and what did not is essential in drafting a successful marketing strategy.

During this step, we look from a client’s view of a business to see what they see, and then we take all available internal and external data to determine how our potential clients engage with our business.

The starting point of the Marketing 360° ™ assessment is to set clear SMART marketing goals. During this step, we help clients clarify the objectives and goals they want to achieve from all marketing efforts.

Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there.

Setting focused, realistic, and quantifiable goals upfront establishes a true north for your marketing efforts.

The purpose of a competitor analysis is to understand your competitors’ strengths and weaknesses in comparison to your own and to find a gap in the market.

It is crucially important to understand the environment that we conduct our business. Understanding competitors goes a long way in helping to get clarity on what we offer versus what our market is buying.

S2C SME Training Marketing Wheel

Understanding our current position and what worked and what did not is essential in drafting a successful marketing strategy.

During this step, we look from a client’s view of a business to see what they see, and then we take all available internal and external data to determine how our potential clients engage with our business.

The starting point of the Marketing 360° ™ assessment is to set clear SMART marketing goals. During this step, we help clients clarify the objectives and goals they want to achieve from all marketing efforts.

Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there.

Setting focused, realistic, and quantifiable goals upfront establishes a true north for your marketing efforts.

The purpose of a competitor analysis is to understand your competitors’ strengths and weaknesses in comparison to your own and to find a gap in the market.

It is crucially important to understand the environment that we conduct our business. Understanding competitors goes a long way in helping to get clarity on what we offer versus what our market is buying.

Personas comprise of two parts, demographics and psychographics. Demographics is the statistical characteristics of human populations (such as age or income) used primarily to identify markets.

In contrast, a psychographic profile contains information about a person’s interests, hobbies, emotional triggers, and lifestyle choices, among other data. Building the personas is an essential step that comprises internal workshops and external data gathered from potential clients.

Market Positioning refers to the ability to influence consumer perception.

The objective of market positioning is to establish the image or identity of a brand. It reveals or product so that consumers perceive it in a certain way. For instance, is the brand cheap and low quality or expensive and high quality? In building a positioning map against competitors, we can determine the current and desired brand positioning.

During this step, we build marketing funnels based on the journey that someone takes to eventually become a paying customer. Each step is defined, and the relevant marketing activities are mapped with measurables as far as possible.

We will create the detailed daily marketing activities plan from data in this step.

The marketing and sales teams need to work well together, and therefore it is essential to understand the sales processes.

We recommend setting up an SLA between the marketing and sales teams to clarify all expectations and open communication channels to ensure maximum success.

Marketing and sales need to work together like a well-oiled machine, taking the same language and tone to achieve the set marketing goals.

Frequently Asked Questions

Which marketing strategy is the most effective?2023-09-19T14:20:11+02:00

There is no one-size-fits-all answer to which marketing strategy is the most effective because the effectiveness of a marketing strategy depends on various factors, including the specific business, industry, target audience, and goals. Different strategies can be effective in different contexts. Here are some common marketing strategies and when they might be particularly effective:

1. Content Marketing: Content marketing involves creating valuable and relevant content to attract and engage your target audience. It can be highly effective for building brand authority, trust, and long-term customer relationships. It’s particularly useful for businesses in industries where expertise and knowledge sharing are important, such as technology, finance, and healthcare.

2. Social Media Marketing: Social media marketing is excellent for reaching a wide and engaged audience, especially if your target demographic spends a lot of time on platforms like Facebook, Instagram, or Twitter. It’s effective for building brand awareness, promoting products or services, and interacting with customers.

3. Email Marketing: Email marketing is a powerful tool for building and nurturing customer relationships. It’s particularly effective for e-commerce businesses, subscription services, and B2B companies. Personalized and well-timed email campaigns can drive conversions and customer retention.

4. Search Engine Optimization (SEO): SEO is crucial for businesses that rely on organic web traffic. It’s particularly effective for businesses with informative websites, blogs, or e-commerce platforms. Effective SEO can improve visibility in search engine results, leading to increased organic traffic and potential conversions.

5. Paid Advertising (PPC): Pay-per-click advertising, such as Google Ads or Facebook Ads, can be highly effective for businesses looking to generate immediate traffic and conversions. It’s particularly useful for businesses with a clear understanding of their target audience and a well-optimized campaign.

6. Influencer Marketing: Influencer marketing can be effective for businesses looking to tap into the followers and credibility of influencers in their niche. It’s particularly useful for reaching younger demographics and can work well for industries like fashion, beauty, and lifestyle.

7. Guerrilla Marketing: Guerrilla marketing involves unconventional and attention-grabbing tactics to promote a brand or product. It can be particularly effective for small businesses with limited budgets and creative ideas.

8. Referral Marketing: Encouraging customers to refer friends and family can be effective for businesses that rely on word-of-mouth recommendations, such as subscription services, e-commerce, and apps.

9. Event Marketing: Hosting or participating in events, trade shows, or conferences can be highly effective for B2B businesses and those looking to establish a strong local presence.

Ultimately, a specific business’s most effective marketing strategy will depend on its unique circumstances and objectives. A successful marketing strategy often involves a mix of different tactics tailored to the target audience and industry. Regular evaluation and adjustment of your strategies are essential to staying effective in a constantly evolving marketing landscape.

Why is it important to have a Marketing Strategy?2023-09-19T14:37:55+02:00

Having a marketing strategy is important for several reasons:

1. Clear Direction: A marketing strategy provides a clear sense of direction for a business’s marketing efforts. It outlines the goals and objectives, helping the team focus on what needs improvement.

2. Targeted Efforts: A well-defined marketing strategy identifies the target audience and market segments. This ensures marketing efforts are directed toward the most relevant and profitable customer groups, optimizing resources.

3. Resource Allocation: With a strategy in place, businesses can allocate their marketing resources—budget, time, and manpower—effectively. This prevents wastage and ensures that resources are invested where they will generate the highest return on investment (ROI).

4. Competitive Advantage: A marketing strategy helps a business differentiate itself from competitors. It outlines unique selling points and positioning strategies that can make the company stand out in the market.

5. Consistency: A strategy that promotes consistency in branding, messaging, and customer interactions. Consistency builds trust and helps customers recognize and remember the brand.

6. Measurable Goals: Marketing strategies often include specific, measurable, achievable, relevant, and time-bound (SMART) goals. This allows businesses to track progress and determine the effectiveness of their marketing efforts.

7. Adaptability: In a rapidly changing market, a marketing strategy provides a framework for adapting to new trends and challenges. It can be adjusted as needed to remain relevant and effective.

8. Customer-Centric Approach: An effective strategy centers on understanding customer needs and preferences. This leads to more customer-focused marketing efforts, which are more likely to resonate with the target audience.

9. Risk Mitigation: A well-thought-out strategy considers potential risks and contingencies. This helps businesses anticipate challenges and develop plans to mitigate them, reducing the impact of unforeseen issues.

10. Long-Term Growth: A marketing strategy is not just about short-term gains; it’s also about building a strong foundation for sustainable growth. It outlines how the business plans to attract and retain customers over the long term.

11. Alignment with Business Goals: An effective marketing strategy is aligned with the overall business goals and objectives. It ensures that marketing efforts contribute directly to the success and profitability of the organization.

12. Maximized ROI: A strategy helps maximize the return on investment (ROI) for marketing initiatives by focusing on the most effective marketing channels and tactics. It prevents spending resources on strategies that don’t align with business goals.

In summary, a marketing strategy is essential for guiding marketing efforts, ensuring efficiency and effectiveness, and ultimately contributing to the success and profitability of a business. It provides a roadmap for how a business plans to achieve its marketing and business objectives in a competitive marketplace.

Whats is the best way to measure Marketing Effectiveness?2023-09-19T14:44:22+02:00

Measuring marketing effectiveness is essential for determining the impact of your marketing efforts and optimizing your strategies. The best way to measure marketing effectiveness depends on your specific goals and the channels you use, but here are some key performance indicators (KPIs) and methods commonly used to assess marketing effectiveness:

1. Return on Investment (ROI): ROI is a fundamental metric that compares the gains (revenue or profit) generated from marketing efforts to the costs incurred. The ROI formula is (Net Gain from Investment / Cost of Investment) x 100. A positive ROI indicates that your marketing efforts are profitable.

2. Conversion Rate: The conversion rate measures the percentage of visitors or leads who take a desired action, such as purchasing, signing up for a newsletter, or downloading a resource. Tracking conversion rates helps you evaluate the effectiveness of your website, landing pages, and calls to action.

3. Customer Acquisition Cost (CAC): CAC calculates the cost of acquiring a new customer. Divide your marketing and sales expenses by the number of new customers acquired for a specific period. Lowering CAC while maintaining or increasing customer quality is a sign of effective marketing.

4. Customer Lifetime Value (CLV or LTV): CLV assesses the total revenue a customer will generate during their relationship with your business. High CLV indicates that your marketing efforts are attracting and retaining valuable customers.

5. Marketing Attribution: Attribution modeling helps determine which marketing channels and touchpoints contribute most to conversions. You can allocate resources more effectively by understanding how different channels work together.

6. Customer Retention Rate: This metric measures the percentage of customers who continue to do business with your company over time. Effective marketing should acquire new customers and retain existing ones, as it’s often more cost-effective to retain than acquire.

7. Click-Through Rate (CTR): CTR assesses the effectiveness of online ads or email campaigns. It calculates the percentage of people who click on a link within an ad or email. A high CTR suggests that your messaging resonates with your audience.

8. Cost per Click (CPC) and Cost per Conversion (CPC): These metrics are relevant for pay-per-click (PPC) advertising campaigns. CPC measures how much you pay for each click, while CPC calculates each desired action or conversion cost.

9. Social Media Metrics: Engagement metrics on social media platforms, such as likes, shares, comments, and follower growth, help evaluate the effectiveness of social media marketing efforts.

10. Net Promoter Score (NPS): NPS measures customer satisfaction and loyalty. It involves asking customers how likely they are to recommend your product or service to others. A higher NPS indicates more satisfied customers, which can result from effective marketing.

11. Marketing Qualification Rate (MQR) and Sales Qualification Rate (SQR): These metrics help measure the quality of leads generated by marketing and their effectiveness in progressing through the sales funnel.

12. Brand Awareness: Conduct surveys or use tools to measure brand awareness, recognition, and sentiment. These metrics help assess the effectiveness of branding and awareness-building efforts.

13. Customer Surveys and Feedback: Collect customer feedback to gauge their satisfaction with your products, services, and marketing efforts. Customer testimonials and reviews can also provide insights into marketing effectiveness.

Tailoring your measurement approach to align with your specific marketing goals and channels is important. A combination of these metrics, along with regular analysis and optimization, will help you gauge and improve the effectiveness of your marketing strategies.

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