How To Create A Marketing Strategy

Targeted marketing requires that you identify a target market, or markets, defined by age, geography, family status, cultural background, etc. Once you have identified your target market, you develop a strategy for getting this tailored message in front of the eyes and ears of this audience. The more relatable your communications are, the more successful they will be.

Studies show that targeted marketing yields a much higher return on investment because each message has been customized and tailored to a specific audience, therefore, the messaging resonates much better. An analogy that we often use with our clients is the sport of fishing. If you are trying to catch a particular fish, you would not simply go out to any open water and cast an enormous fishing net. If you really want that particular type of fish, you would go to the area in which you know that fish can be found, and use the appropriate fishing tools for catching that fish. Your marketing strategy is created to not just catch any customer, but your ideal customer.

In order for any Targeted Marketed Strategy to be successful however, it requires you to gain a very intimate understanding of your target audience, or ideal customer. The best way to do this is to create a “buyer persona” or “profile” for each of your targets.

It is okay to have more than one ideal customer, so long as you understand the differences between each and what makes them unique. Be sure when you are developing the profiles or personas for your ideal clients that you make note about their biggest pain points and motivations so that you can find a way to position yourself as the solution provider. The more time and effort you put into getting to know your targets, the better your messaging will be, and the more successful your Targeted Marketing Strategy will be.

3 Steps to Creating Your Marketing Strategy

Here are some guidelines on how to create your Marketing Strategy:

1. Define Your Ideal Customer(s): Create an actual profile of an imaginary person that best fits the traits of your ideal customer. Describe what they look like, what their personal interests are, their profession/job, their marital status, their ethnic background, and what you believe motivates their buying decisions.
2. Define Your Key DIfferentiators: Write a list of what makes you different from your competitors. Be honest. Why would a customer purchase from you rather than a competitor down the street, or one that is online and just one click away.
3. Establish Your Core Message: Formulate a short but clear message of who you are, WHY you do what you do, and what makes you unique – all of this should be with the understanding of your key differentiator(s) and your buyer personas. This Core Message is not your mission statement, it is a message that informs your marketing communications. The Core Message must always be consistent, though the actual communications can be unique to the objective and creative approach of each marketing campaign.

Get the most out of your marketing investments with a well informed marketing strategy, and watch your business grow.

If you would like some assistance in creating your Marketing Strategy, contact us now.