My Marketing Strategy

A proactive, agile marketing plan is critical in a competitive market. But before marketing tactics are established, it’s important to take a step back and develop a deeper understanding of your operation and the reasons why consumers will choose you (and why some may not).

We’ve put together this simplified, self-assessment to help get your mind in the right frame of reference. Go ahead and give it a try.

01. Who are you? Who is your audience?

Your business summary
What is our identity? Think about it like an “elevator pitch”. How can you summarize this succinctly, in an appealing way?

Core values
What are the guiding principles that anchor our organization?

Core services
One or a few that people will remember. A more detailed list can live on your website.

Who needs to know? (Target Market)
Who is our current audience? Who do we want our audience to be? Define your ideal customer profile using relevant criteria. Some examples include: age, working or retired (or both?), interests, location, purchase behaviours, etc.

Why should they care?
What can you do that improves their lives? What need do you serve? What do you do that makes a task easier or more efficient?

How will they find out? (Communication Strategy)
Where will your message be most effective?

• Online (digital ads, website, social media)
• Print (magazine ads)
• Events
• Community involvement and events
• Site signage & vehicle decals
• Leverage relationships (preferred vendors, complementary businesses)

02. SWOT Analysis

Assess your current state as it applies to the following:

• Your Strengths
• Your Weaknesses
• Your Opportunities
• Your Threats

03. The Customer Journey

Observe the five stages on the next page that customers commonly go through.
How do I create meaningful and experiences at each stage?

Intentionally creating positive interactions at each touchpoint between brand and target audience is key to establishing awareness, and developing awareness into loyalty.

Awareness: Having a great product and/or service is an excellent start, but it will remain a hidden treasure if no one knows it exists.

Research: Consumer research and product/service comparison often precedes purchase commitments. Let’s equip our audience with what they need to make an easy, educated decision.

Selection: Clearly outlining products/services in an appealing way ensures success at this step.

Purchase: Efficiency is key. Once a selection is made, make it a seamless experience.

Loyalty: Dedicated service, good support, follow-ups are all good things that make it easy for your customers to build a long term relationship.

Done. What now?

Let’s apply what has been learned. Give us a call if you’d like to discuss. No pressure, our initial marketing consults are free 🙂