Marketing Strategy That Fuels Growth
Marketing without a strategy is like building Ikea furniture without instructions. There are too many inscrutable parts, it takes longer than necessary, and at the end of the day you’re looking at a bookshelf that was supposed to be a bed frame.
If you want your marketing to support your business goals and drive growth, you need a strategic plan. A roadmap to align your activities, resources, and team around clearly defined objectives and guidelines, and a way to measure whether your efforts are working.
A good marketing strategy clarifies the daily decisions and actions that will truly move the needle for your business. And it will put you leaps and bounds ahead of your competition.
Marketers with a documented strategy are 313% more likely to report success than those without one. [CoSchedule]
Our Marketing Strategy Process
You want marketing that drives a consistent flow of high-quality leads, closed sales, and customer loyalty. You want your customers to be happy to hear from you, not dismissing your communications. And you have a limited budget and tight bandwidth.
Sound about right? The way to achieve revenue growth and build customer loyalty is to design a marketing strategy and activity plan that’s aligned with your business goals and your customers’ needs.
At RESON8, we follow a five-step approach:
STEP 1: GOALS & POSITIONING
Interviews with leadership and staff help us understand your business and marketing goals, your current sales process, and your brand’s unique value and positioning. We’ll identify where your primary challenges or opportunities lie within the customer lifecycle (awareness vs. conversion, for example), and figure out where to focus your marketing efforts for the greatest impact.
STEP 2: SWT ANALYSIS
We’re fans of Verne Harnish’s SWT approach, which identifies your organization’s strengths and weaknesses while exploring broader external trends. In this step, we analyze your current marketing program in terms of your competitive position, target markets, channel partners, and current messaging. We’ll also analyze your competitive landscape to understand what makes you stand out—and identify opportunities for differentiation.
STEP 3: TARGET AUDIENCE
Using first-hand and secondary research, we’ll create customer personas highlighting the needs, goals, and challenges of your target audience. We’ll also map the buyer’s journey to illustrate what your customers are thinking, feeling, and doing as they move through the decision-making process. By understanding your customers’ motivations and pathways, we can help ensure your activities are hitting the mark.
STEP 4: MARKETING GOALS & OBJECTIVES
Armed with your business goals and positioning, areas of opportunity, and target buyer personas, we’ll work with you to develop marketing goals and SMART objectives. This ensures your team is aligned around your top marketing priorities and what you expect to achieve through your marketing efforts.
STEP 5: EXECUTION & MEASUREMENT
One of the most effective ways to turn your marketing strategy into an execution plan is by using a campaign structure, where campaigns are essentially buckets of activities focused on a common goal. Campaigns can be anything from a major product launch to increasing web traffic and leads. With your budget as a guide, we’ll create campaigns for your marketing goals along with key performance indicators to track your progress. Here’s an example:
Campaign: Lead generation through content promotion
- Description: Attract quality leads through content marketing on multiple channels
- Tactic: Create and promote lead magnets—gated, high-value content
- KPI 1: Publish at least one lead-generating piece of content per quarter
- KPI 2: Generate 50 new leads through content marketing activities