By Katrina Giura
“If you fail to plan, you plan to fail”. We have all heard this saying but don’t always live by it. We know it’s true though, when you’re organised, prepared and know what your actions are to be in order to achieve set tasks, you tend to be more successful. This works the same when it comes to your marketing and why having marketing strategy is important.
The purpose of a Marketing Strategy is to identify core areas within your businesses that can help achieve their desired perception in the marketplace and increase ROI.
Most businesses don’t have a strategy and go in blind when it comes to starting marketing.It is impossible to accurately measure your success online and offline without a clear reason as to why you are doing what you’re doing in the first place. A good Marketing Strategy will define which customer touch points and channels need managing so the scope of your marketing is clear.
Here are 6 important items to include in a Marketing Strategy that you must consider:
1. Identify how you’re positioned in the marketplace against your competitors. Write down your competitors and take note of what marketing they’re doing and how successful it is. For example, what social media they are on and do they get engagement, do they do email marketing etc.
2. SWOT Analysis. Knowing what your strengths and weaknesses are and identifying opportunities and threats in the industry will help you see the areas you should be paying close attention to.
3. Set Objectives. Where do you want to be and what do you want to achieve? You may want to increase your followers on Instagram to 10,000, increase traffic to your website by 50% or get a certain number of enquiries online each month.
4. How are you going to reach each objective? Detail the strategy initiatives you will take to achieve your objectives. Strategies include social media, email marketing, blogging, search engine optimisation, Pay Per Click campaigns and PR are a few you may consider.
5. Who is doing what. Identify who in your organisation is doing what and when. And if you work for yourself, and have no staff, you need to identify whether you need to outsource some of the work.
6. Monitor & Control. Tools such as Google Analytics, Facebook Insights, Crazy Egg are a few you can use to track your marketing’s effectiveness. You need to measure and control your marketing to ensure you stay on track to achieving your objectives.
A successful Marketing Strategy is to the point, easy to read and follow and that is accessible at all times! It doesn’t have to be long, and if you include the 6 points above you will be sure to have a well thought out plan of what you’re doing!