Having A Solid Marketing Strategy Is The Key To Your Success As A Business. Here Are Six Important Elements Of Making A Plan That Actually Works.

1) Set your goals

You should have goals that are measurable, definable, and achievable. Instead of saying “we want to grow our business”, say “we want to increase our revenue by 20% over the next six months”.

Note that goals don’t need to be limited to revenue – you can also focus on goals like increasing the number of people reading your blog or acquiring a certain number of followers on social media. Ultimately, though, every goal you set should be one that supports more sales.

2) Define your audience

Who are you actually selling to? What audience are you trying to target, and what is your current audience actually like? What pain points are you trying to help resolve with your product or service? Be specific when describing your audience.

For example, instead of saying “we’re targeting people who need backpacks”, you might say something like “we’re targeting serious outdoor hikers and campers who are looking to invest in backpacks sturdy enough to last over rough terrain, and who have enough spare income to afford our premium prices”.

I have a website, is that enough or should I be doing more? Great question, we can help! Learn more about marketing strategy.

3) Review your value propositions

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Your value propositions are what set you apart from your competitors and give them a reason to buy from you instead of somebody else. You absolutely must communicate some sort of uniqueness to customers if you want to sell something. Ideally, this will be something that resonates with your target audience.

For example, in our backpacking example above, we have a target audience that’s more interested in quality than price – so a good marketing strategy would focus on communicating the quality and sturdiness of the products in question.

Few companies can be the best at everything, so focus on just one or two value propositions that truly resonate with your audience. Fortunately, creating them is pretty easy once you know how to do it.

4) Review your current assets and programs

This review should fully cover your existing materials, including all print and digital advertising, as well as your general digital presence (website, social media, and so on). The goal here is to determine whether or not your existing assets are aligned with your new strategy. If not, see if you can re-purpose them so they start being helpful. Otherwise, it’s time to cut them off and focus your efforts elsewhere.

If you haven’t updated your website in a few years, some professional web design help may be just what you need to kick-start your next campaign.

5) Are you speaking clearly?

Create a clear plan and identify the best path forward, with a particular emphasis on understanding how and where your company might need to change in order to achieve the best results. Your goal is to find the sweet spot where the products and services you offer meet the needs of your customers – and if something is out of alignment, it’s your company that needs to change.

The people working with you need to know more than what you’re doing – they need to know why you’re doing it. If they understand what you’re supposed to achieve and how they can measure progress towards that goal, they’re more likely to support it instead of falling back on what they’re used to.

6) Build a reasonable budget that will support your progress toward your goals

Oh, if only we weren’t limited by budgets… but no marketing strategy is complete without a realistic assessment of what the company can afford to do. Your budget needs to be large enough to support your progress toward your goals, and more than that, it needs to be spent intelligently. The ultimate goal is to be making enough money through marketing that your entire program pays for itself – once you reach that point, things start to get a whole lot easier.

Thanks for stopping by,

Laura

Breezy Hill Marketing is a Vermont marketing company with experience developing engaging and thoughtful marketing strategies for clients throughout Vermont and the greater United States. We work with our clients to understand the key concepts for inbound and digital marketing as well as website design.  Our programs are focused on meeting the needs of our client’s target audience.