Most business owners spend considerable sums of money on marketing campaigns. What is more, marketing is the second biggest expense for your business, right after employee salaries. Yet, how productive is your strategy? Do you have a clear plan or you simply think scoring a big win is a matter of luck? The truth is – the key to consistent growth is to have good tactics, strategies, and clear goals. Here is our guide to the complete marketing strategy for the biggest ROI for your next campaign.
1. Executive Summary
Write down a short (2-4 paragraphs) executive summary. It should consist of your business’s overall growth, basic marketing goals, deadlines, future plans, etc. Avoid speaking about metrics, at least for now. A summary should spark interest without providing the reader with anything specific and set the tone for what’s coming next.
2. Outline Metric-Driven Goals
Be as specific as possible when outlining this part. Your metric-driven goals should be far away from simply getting more followers on social media or publishing more blog posts. Instead, you should focus on clear goals, such as increasing retention rate up to a certain percentage (up to 30, 50, or 70% in 1, 3, or 5 years), publishing 5 posts per week, scaling organic traffic to 350,000 monthly visitors, etc. It depends on your business’s key performance metrics but you get the point.
3. Outline User Personas
Not all the visitors are going to be the right visitors. You should picture an ideal customer. What is their problem? How can you solve it? What are their goals? You can interview your current customers/clients and research your competitors to find more about your ideal customer’s interests, hobbies, occupation, motivation, location, etc.
4. Competitor Analysis
Identify your competitors, try to figure out what their marketing strategies are, use Ahrefs to find out more about their yearly growth, their user persona profiles, etc. Ideally, you will find a way to equate yourself with them or surpass them. Also, do your best to find flaws in the marketing tactics they use. Their weaknesses could be your opportunities.
5. Set Baselines
When planning your marketing strategy, it is quite important to be realistic about where your business stands at the moment and set goals for the future as well. Use charts and infographics so you can compare your current and future results and track your progress accurately.
6. Break Your Marketing Strategy into Tasks
Visuals are truly an important part of any marketing strategy. It is way easier to plan when you have your tasks scheduled. Use maps, charts, editorial calendars, or break down your tasks by priority.
7. Track Results
Set guidelines about how you want to measure your progress. You can go in-depth or track the results at the bare minimum. Set criteria, how often you plan to measure the results and choose the right tools. For instance, you can use Google Analytics or some more advanced tools to measure growth.
Today, we showed you how to plan your marketing strategy step-by-step. Yet, as simple as it seems, creating a killer plan takes a lot of time and resources, which is something you shouldn’t be wasteful about. If you don’t want to spend your hard-earned money on ineffective, unclear tactics, we can help and plan the best marketing strategy for your business. To discuss this further, feel free to contact us anytime!