- Developing a marketing strategy can feel overwhelming.
But when you break it down,
I trust you'll come to recognize
just how straightforward it really is.
I think there's a misconception
that marketing strategies are multi-page intensive documents
and that you need to solve for everything right now.
And that's just not the case.
Marketing is always in motion.
You'll constantly be moving from one idea to the next
and iterating along the way.
Now, a great strategy starts with a really clear foundation.
We start by understanding what it is you're selling,
what makes it unique, and what's your value proposition.
From there, it's a matter of identifying
who you're selling to.
And this is known as your target market.
You'll want to gain an understanding of who they are,
what motivates them, and how your product
or service solves their problem.
Now you might think you already have this covered.
But I encourage you to really think on this.
A misplaced idea in your target market identification
and the whole process comes crashing down.
You can't market to everyone.
You're working to figure out how
what you sell fits with the market that you're going after.
And oftentimes, you might need to tweak
your value proposition or your audience
until you've dialed in the right fit.
You'll keep refining
after your marketing cycle is up and running.
There's also the matter of looking at your competition,
the market share, the opportunity within that market,
and of course, how you stack up.
Now at this point, you might be thinking,
okay, it's time to add
in the actual marketing techniques into the strategy.
But remember, developing the strategy is marketing.
Your strategy and the evolution of that strategy
is the very foundation of everything that you're doing.
So even though you might feel like you haven't done anything
at this point to move the needle,
it's all incredibly important.
It's here that you then begin to layer
in your marketing channel selections
alongside that customer journey
so you can leverage an approach
to how you'll draft your marketing messaging.
Now a good strategy is always evolving
and the planning work is just as important
as the execution of the strategy itself.