Understanding Marketing Strategy and Why You Should Have One

Many of you understand the basic concept of marketing. However, to ensure we are all on the same page, here’s a brief refresher.

Definition of marketing: Marketing is the essential process of effective communicating the value of your product and or service to your target customer base.

The goal is to peak their interest enough, allowing them to take action and buy your product or service. You are really doing an amazing job if your customer then refers another customer.

If you are a business and you don’t believe in the process of marketing, I highly recommend you re-think your overall business strategy. You absolutely need marketing to attract a relevant customer base to sell your product or service and have a real chance at making a profit.

Now that you’ve taken a brief refresher as to what is marketing and the importance, the next step is developing a marketing strategy.

What is a marketing strategy?

A marketing strategy will help your organization to develop the most optimal process, focusing your scarce resources on convertible opportunities.

Your goal with a marketing strategy is to increase the total sales your organization achieves within the target customer base and establishing a competitive advantage that’s sustainable.

When you are developing a marketing strategy, you have to consider the comprehensive marketing goals of your organization. This includes long-term and short-term marketing goals.

You may have to take small bites before you are able to swallow the amount of success you are sure to achieve with an effective strategy. This information will allow you to develop a complete marketing plan. You can’t get anywhere without a solid plan.

Communication as part of a marketing strategy

In order to develop an excellent marketing strategy, you must conduct research within the target market to know exactly how your customer prefers communication.

Remember, marketing is effectively communicating the value of your product or service to the customer. If you don’t have a clear understanding as to how to best communicate with your target customer, your marketing strategy will be ineffective.

What does this mean? Conduct research to determine if your customers need a visual aide, auditory aide, and or things they can touch and feel in order to become connected to your product or service.

For example, I’m auditory. It’s helpful for products and services I’m interested in to have a jingle to their slogan to help me remember to purchase their item.

When I’m in the store, if I walk past an item I need and I can see the product and then recall the jingle, I find myself making a purchase more times than not if I need the product or service at the time.

In your strategy, you may have to develop a combination to meet the needs of your target market. Nonetheless, discover the way your customer needs you to communicate value.

Product mix as part of an effective marketing strategy

It’s critical to ensure your strategy has a keen focus on the product mix that will cause your customer to react. What does this mean?

A product mix will take into consideration the various lines of products offered to the target market. Let’s take it a step further to ensure an understanding is achieved. For example, if you operate an athletic shoe store serving the entire family, what type of products must you offer to ensure you have a profitable product mix?

Athletic shoes are a given. Then to compliment the shoes, you will offer shoe strings. Another relevant offering would be socks and shoe cleaner. It’s important to anticipate the needs of the target consumer. Athletic shoes require certain attire. Therefore, it makes perfect sense to add athletic apparel to your product mix.

Also, consider the type of athletics your target customers are interested in. Perhaps your customers are runners, basketball players, baseball players, and or football players. You must have a mix that is relevant to your target market.

Your product mix must be right. This will ensure you realize maximum profits from your target customer. You must be willing to put in the work as this knowledge will not come without conducting extensive research.

Why is a marketing strategy so important and why do you need one?

Regardless of the size of your organization, you need a marketing strategy. The benefits far outweigh the time and financial investments to be made to create the most effective strategy.

Change in the industry and target consumer needs

Aside from meeting the needs of your target customer with an effective marketing strategy, you will also learn your strengths and weaknesses as the market evolves.

The goal is to develop a sustainable competitive advantage, thus you need to know what you are good at. The marketing strategy should help you stay current with the changing trends of the industry and the necessary strategic adjustments to be made in order to remain connected with your customer.

For example, if you are a business and you have not already implemented social media as part of your overall marketing strategy, you are behind. Technology is ruling the world we live in. Your customers are online and in-touch via social media. You must get connected to stay connected.

Digital marketing is hot! Many businesses are taking advantage of the mobile lifestyle of their target consumer. Digital marketing allows for a business to advertise on mobile devices, tablets, smartphones, digital billboards (these are really cool), and other digital friendly devices.

This is a huge part of internet marketing and is only going to get bigger. This is a must have in your marketing strategy.

Email marketing is another strategy that is continuing to grow. This is a great way to stay connected with your customer on a permission basis. What does this mean? The customers you send your message to each month, specifically requested to stay in touch. These are high probability sales transactions!

Organizational growth

Your marketing strategy should also help to identify areas for business expansion. Every business has the dream of growing. It’s typically identified in their vision statement.

Your marketing strategy will then direct you in the right direction to help reach the potential new customers you will reach as a result of growth. Growth is great and sustainable if you are able to scale your business in a timely and relevant fashion.

As stated before, you may have general knowledge as to the idea and importance of marketing.

You may even have a basic understanding of a marketing strategy. Now, you understand why it’s critical to have one and you have been armed with ideas to get you started.

Successful Brand Marketing Strategies For Online Marketers

What are brand marketing strategies and how can utilizing brand marketing strategies help an online business? Just like a bricks and mortar business, an online business also needs to suggest a positive image to the customer. In spite of what many people believe, branding is much more than creating a company logo and using a specific color scheme. Brand marketing strategies should also include the purpose, focus and image of the business. Let’s discuss some of the benefits with regards to brand marketing strategies.

Benefits of Branding:

  • Having your own brand helps people to remember your company as opposed to companies using a common name. Brand marketing strategies are about helping the target market to distinguish your company focus and purpose. Consumers are more likely to turn to your business when they are aware of what you do and what you’re all about.
  • Brand marketing strategies also will help you to become well recognized. People who may not yet have done business with you should still be able to recognize who you are and what you do. If they see your advertisements on the internet, receive your newsletter, receive regular mailings from your company by email, etc. then you’ve established a brand identity. When the tine arrives that they require your product or service then your company will be the first that they think of.
  • Using brand marketing strategies will help get and retain customer loyalties. It is a fact that people bond closely with brand identities. The astute consumer wants a quality product or service from a company they know they can trust. In delivering great brand identity people tend to remember you and your company. Quite frequently they’ll refer family, friends and associates to you based on their level of satisfaction.
  • Buyers will pay for image, it’s that simple. Society is very “brand aware.” Commonly people associate certain brand names with superiority and only choose to purchase certain brands for that reason. Brand marketing strategies can reward a business well when done wisely. When a consumer only wants one certain brand of a product or service, they are willing to pay any price to get it. Establishing a great brand using brand marketing strategies will give your company a superior brand image and make the consumer forget about the competition.

Brand Marketing Strategies Initial Steps Of Branding Yourself

It’s worth repeating that branding is much more than a logo and color scheme or a catchy motto. When using brand marketing strategies there are some initial steps that should to be followed to create a successful brand image.

Step 1: Brand Marketing Strategies Focus On the Competition

A key factor in creating a successful brand image for the network marketer is to set yourself apart from the competition. It’s imperitive to find how the consumer sees the competition and to recognize how the competitor sets themselves apart from others. Identifying the competitors weaknesses and strengths is also important. When the competition’s weaknesses are learned it’s much easier to learn from their weaknesses and can be an asset in helping to portray your business in a more positive manner.

Step 2: Brand Marketing Strategies Recognize Your Strengths

Once the competition’s weaknesses are known the focus should move to defining your own company’s strengths. Running a target market analysis can be most advantageous when what is learned from it is used. The usefulness of this tool will be realized by confirming that your company strengths are actually important to your target market. In knowing your company strengths and what strengths are important to your customers, you now have the ability to market these successfully to the public involving them in your branding campaign. Branding marketing strategies have to be implemented properly to work.

Step 3: Brand Marketing Strategies Be familiar with Your Customer

Getting familiar with the consumer is another key branding marketing strategy not to be ignored. Find out about their buying behaviors, how frequently do they buy? Are their purchases a select few or a wider array of services and products. Asking these types of questions can help to better market to the consumer. Also finding out your target customer’s needs, standard of living, attitudes and mindsets. In discovering and working with these personality qualities another key to marketing success has been found.

Step 4: Brand Marketing Strategies Be Your Brand

Be your brand, live your brand by making certain that your company truly expresses the brand identity you’ve established. In other words if you’ve established quick response time to customer inquires as one of your brand marketing strategies, then you must give response time to your customers. Every member of the company should live your brand and be your brand for your brand marketing strategies to be useful.

How to Make Sales With Branding

After the brand marketing strategies are in place then what? When thinking of the McDonald’s brand what comes to mind? Do the golden arches come to mind or Ronald McDonald? Similarly it is important to choose a niche online and brand our business accordingly. Get recognized for doing well in I area before moving on to another. Here’re some of the things needed to sell online with branding after the brand marketing strategies have been implemented.

1) Your own company website. This shows that you’re in fact a serious entrepreneur. Nothing screams amateur more than somebody showing a replicated affiliate web page. Your own domain hosted website is a wise brand marketing strategy.

2) An auto responder service and opt in form are two “must haves” in brand marketing strategies. Very likely your site’s visitors won’t purchase or join on the first visit. So when they leave your site you may lose them for good unless you capture their name in an opt in form. In doing this you are able to follow up with a series of emails messages. The follow up email messages help to reinforce your brand name in your target consumers’ minds. Remembering to keep the follow up at a respectful level of persistence can win sales.

All serious entrepreneurs must have an auto responder service. In adding to this brand marketing strategy you can increase your chances of capturing visitor names by offering a free gift like a report or eBook.

3) A profile picture of yourself and online signature adds not only a personal touch to your brand marketing strategies but lets your readers see that you are a real person.

4) Sound, if your speaking voice is pleasant then put a voice recording together with your profile picture and signature to help humanize your company website and establish a relationship with your audience. This is a great brand marketing strategy that works well for many marketers.

5) Start a business blog. Your blog can be an add on to your primary domain or if you’re working on a tight budget you can use a free blog service at least until you start to realize some profits. Every brand marketing strategy discussed here can be used into a free blog. The blog should be updated often with fresh, unique content that is relevant to your niche. The message of the blog should remain a consistent one, so off topic content should not be added. The goal is to keep the theme and message consistent. Readers of your blog can be kept updated about your blog’s content by using RSS feeds.

6) A final brand marketing strategy that will be very important to the online marketer is a domain name. A domain name can be registered and forwarded to point to your blog if you don’t use an add on to your primary website domain. Showing your audience that you’ve registered your own domain will show them that you are serious about your business.

Brand marketing strategies should be an integral part of all online business as people do want to do business with people that they know, like and trust.

Crafting a Successful B2B Marketing Strategy

For many B2B marketers, the traditional marketing funnel that motivates prospects to self-identify and then move to a sales funnel, is ingrained in our minds. However, in the Age of the Customer, Forrester Research’s phrase for a customer-driven marketing landscape, the funnel has evolved to reflect a new customer expectation requiring sales and marketing to work in tandem.

With this in mind, B2B marketers must evaluate how their current B2B marketing strategy is aligned with the psychology of their buyer journey. In other words, B2B marketers must know how to craft a marketing strategy based on the predominance of the customer.

So, we have outlined a series of steps to follow when crafting a customer-centric B2B marketing strategy. Ask yourself and your team, “have we checked the following boxes when crafting our B2B marketing strategy?”

IDENTIFY TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY

Going through the exercise to develop personas based on market and customer research is fundamental to understanding not only who is your audience but how to engage them in the buyer journey. Incorporating marketing personas makes websites two to five times more effective and easier to use by targeted users. However, only 44% of B2B marketers use buyer personas. So, ensure your B2B marketing strategy includes persona-based experiences that moves buyers forward in their journey with your brand.

MAP A PERSONA-BASED CUSTOMER JOURNEY TO DRIVE YOUR B2B MARKETING STRATEGY

Building out your influencer and decision personas to understand your target audience is only part of the process of laying a customer-centric foundation for your strategy. Next is to map the touch points of your buyer journey through all buyer stages. In order to close the loop from awareness to revenue it’s critical to know the touch points along the journey that are motivators and detractors in order to influence all parts of the customer experience. When developing your B2B marketing strategy answer the following, “How do I craft a strategy with the framework that aligns with your customer’s journey to gain clarity and define priority?”

DEFINE AND MEASURE B2B MARKETING STRATEGY GOALS & METRICS

Perhaps a no-brainer for a data-driven B2B marketer is clearly-defined metrics for success. With a heightened emphasis on personalization and customer experience (CX), B2B marketing goals and metrics must be established to measure the success of the marketing efforts supporting a customer’s progression through the buyer journey. Your B2B marketing strategy must outline how it will create direct contribution to revenue with a return and fuel high growth.

A recent case study example from one of our technology platform and services clients is Viewpointe, a leading private cloud managed services provider. Viewpointe was challenged with continuing to engage customers over the course of a 6+ month sales cycle. After clearly defining their B2B marketing goals, they aligned their content marketing plan with their persona-based customer journey. As a result, Viewpointe stayed engaged with their customers throughout the buyer journey and closed more deals. One way Viewpointe measured customer engagement lift was a 52% increase in persona aligned website content and 164% increase in blog content engagement from organic search referrals.

YOUR B2B MARKETING STRATEGY INCORPORATES ACTIONABLE INSIGHTS WITH SALES

Referring back to our earlier customer funnel illustration, the traditional hand-off from marketing to sales, with no feedback loop when a lead is “flipped over the fence to sales”, causing misalignment between B2B marketing and sales teams. In fact, 25% of B2B marketers have no idea what is their customer conversion rate. In the Age of the Customer, your marketing strategy should outline how to rip out the proverbial fence and instead encourage inter-team collaboration. Ensuring this marketing and sales alignment is crucial to creating a consistent customer experience along a buyer’s journey. Being intentional about sharing insights between teams is one way to encourage broad acceptance of a successful B2B marketing strategy execution.

YOUR NEXT STEP

With only 45% of B2B marketers confident that they have decent, if not high, levels of customer centricity, the time to is now to author your new B2B marketing strategy that elevates you above your competition.

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