Having a strong marketing strategy is necessary for growing a company. Here’s a handy guide on how to build great marketing strategy frameworks.
Today, companies have more tools at their disposal than ever before to identify their target audience and create content and deliverables that draw them in — and keep them there.
Thanks to the proliferation of the Internet into almost every business aspect from sales and outreach to customer service, corporate leaders can automate and digitize many processes that would have taken much longer (and been less effective) just a few short years ago.
So why, then, aren’t all companies creating marketing strategy frameworks to help them embrace this seemingly limitless power to attract and retain the customers they need?
A chief reason is that with so many options and opportunities at your fingertips, it can be hard to know where to start.
So today, we’re taking a look at a few ways your company can leverage the incredible power of technology to create a marketing roadmap for the future.
Ready to get started? Let’s dive in!
The Evolution of Marketing Strategy Frameworks
Over the past 10 years, a transformative shift has occurred in the marketing realm.
This change was catalyzed by the evolution of digital marketing and the instant gratification and reward that clients have come to expect from the brands they love.
Now, marketing approaches are less company-centered (“This is how amazing our product is”) and increasingly more customer-centered (“You’re an amazing part of our brand and we want to make products for you”).
Google predicts there are three main challenges, driven by digital trends, that marketers must meet to thrive in this space. They must meet client demands for campaigns that:
- Are creative and design-centric
- Provide a valuable service
- Cohesively integrate technology to connect everything together
Thus, successful marketing strategy frameworks are ones that keep the customer at the forefront of every decision and every step forward.
They also turn from solely promotional-based to a more value-add campaign that clients find valuable, helpful, and informative. Is your message just sitting in front of your customer, or is it compelling enough to stir him or her to act and up your sales quota in the process?
Finally, they leverage the most appropriate tech-centric tools to get their message across. That might be social media, e-mail, mobile messaging or another avenue.
So how do you get there? How do you meet your customers where they are and pitch your products and services to them in a way that keeps them engaged, interested, and ready to act?
To begin, you have to know who you’re chasing.
1. Identify Your Target Market
Very rarely is there an item that’s universally loved by and appropriate for persons of all ages, backgrounds, genders, professions, and more. Most often, your offerings will be tailored toward a particular sector of the population.
Whether you’re a Fortune 500 company or a small business just starting out, the same philosophy rings true. Finding your target market is one of the first and most important steps in shaping your company’s marketing approach.
Why? This knowledge helps you create campaigns that are specific, intentional, and direct. It will also help you avoid generic fluff that tries to reach everyone but appeals to no one.
When building your marketing strategy frameworks, it’s worth the time to research precisely who you want to buy from your brand, and what characteristics define this group.
If you don’t, you could be devoting valuable time and money to a campaign that could ultimately flop for lack of vision.
Research reveals that almost half (47%) of all online ad impressions created in the U.K. are viewed by persons that don’t match up with the age and gender that the advertisers intended.
You may target baby boomers, millennials, young professionals, stay-at-home-moms, or myriad other subsets in between.
In general, however, your marketing strategy frameworks are stronger when they’re more focused. So, don’t be afraid to chisel away at your core audience until you really find the core.
2. Align Offerings with Audience
Now you’ve established who you’re selling to, the next initiative for your marketing strategy frameworks should be to create offerings that meet this sector’s preferences.
What makes your audience tick? What do they look for in a brand, and how do they communicate with them? What are some of their pain points and expectations?
Finding the answers to these types of questions is critical to cultivating delighted customers. Armed with this insight, you can create items that almost sell themselves, tailored to your core customers so much that flashy, gimmicky marketing is rendered useless and unnecessary.
Another reason to allow customer observations to shape your product or service line? Doing so can boost your bottom line.
Industry research shows that many customers have chosen or recommended a brand that builds personalization into its customer experience. A majority are also willing to pay more for the customization.
3. Set Measurable Goals and KPIs
The backbone of any successful business strategy is setting — and working toward — Key Performance Indicators (KPIs) that identify how well your company is performing at a given target time.
In a nutshell, KPIs give specific answers the general question of “How do we know our campaign is doing well?” These should be measurable, able to be converted into hard numbers that speak to performance.
Thus, it’s not enough to simply say “We want to sell the best children’s clothes in the Southeast” or “We want to serve the best fish and chips in town.” While these are admirable goals, “best” is hardly measurable and highly objective.
Rather, when it comes to marketing strategy frameworks, don’t be afraid to get specific. Set timelines and circle dates and capture as much detail about your current and upcoming campaigns as possible.
These KPIs also give employees a tangible target to work toward.
Knowing that a campaign needs to hit “X” amount of dollars, or reach “X” number of people to be considered successful gives purpose and direction to their work.
It also makes it easier to track exactly where a less-than-stellar campaign went wrong, reducing the potential you’ll be left scratching your head over why a promo didn’t work out.
Bottom line: If you want to know how you’re doing, create ways to track your progress. Then, check back routinely through meetings or conference calls to make sure everyone’s on the same page.
4. Assign Roles and Delegate Duties
Once you’ve determined how you want your campaign to look and how you’re going to measure its effectiveness, it’s important to assign different aspects of it to people within your company best equipped to measure them.
Find a specific person willing to perform audience analyses. Then, find another to oversee the initial design. Find one to strategize the delivery method, one to handle customer follow-up, and others to take care of any other aspects needed.
This step is necessary even if you have a designated marketing team.
It won’t work to toss a campaign over to this group and expect everyone to dive in all at once. Experts agree that even within a team, assigning individual roles is critical to success as it creates focus. It also facilitates communication, builds trust, and promotes collaboration.
Not sure how to proceed with this step, or lack the resources and time to commit to hands-on campaign management? Hire a marketing professional to take over the reins for you!
This way, you’ll be free to get back to work quicker, confident that your marketing strategy frameworks are being carried out to completion.
5. Stay Flexible
Consider the framework of a building. You might think of an unmovable, set-in-stone structure that will cause the entirety to fall if it changes position.
The good news is that marketing strategy frameworks don’t exactly function like that.
The general pillars of your strategy (find your audience, match offerings to them, set KPIs, and assign duties) will stay the same with each individual promotion.
However, your marketing teams should meet routinely to go over what’s working, what needs to be tweaked, and which tactics totally bombed. This is the way positive and lasting change happens.
When you identify a plan that proves successful, it might become a part of your routine repertoire. Yet, also grant your organization the flexibility to remove any element that becomes detrimental over time.
A goal you set three years or even three months ago might no longer be viable. Similarly, there will likely be goals you’ll want to set in the future that you might not even know about yet — so be sure to add in a little bit of wiggle room.
Ready to Transform Your Marketing Strategy? We’ll Help!
Are you ready to take your marketing strategy frameworks from drab to dynamic? Do you want to learn who you’re really targeting and how to deliver content that speaks their language?
If so, you’ve come to the right place.
I’m a professional marketing consultant dedicated to helping my clients navigate the sometimes-tricky terrain of digital marketing.
We’ll work with you through every step of the process, ensuring that the final product is one that meets your company’s vision and goals for the future.
To learn more, feel free to contact me. I’d love to start your new, smarter marketing journey off on the right foot!
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