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Marketing?Strategy?TemplateDo???you???want???more???customers,???leads???or???website???traffic????Do???youwant???to???understand???what???marketing???you???can???do???and???the???resultsyou???could???get???from???that?If???you???can???answer???yes???to???either???of???these???questions???writing???aMarketing???Strategy???for???your???business???is???vital???to???your???success.This???template???provides???everything???you???need???to???write???aMarketing???Strategy.Introduction??–??why??do??you??need??a??Marketing??Strategy?A??Marketing??Strategy??will:?Ensure??a??strategic??approach??is??undertaken??to??marketing??guaranteeing??all??future??marketingtactics??are??undertaken??with??a??long??term??purpose??in??mind??and??deliver??an??ROI?Have??tangible,??financial??goals??to??aim??for??so??the??value??of??ongoing??marketing??can??bemeasured?Identify??potential??new??markets??and??ensure??that??sales??and??marketing??teams??have??a??focusrather??than??adopting??a??scattergun??approach?Ensure??your??brand??is??working??as??hard??as??it??can??to??portray??your??business?Develop??reusable??marketing??messages??that??can??be??used??through??all??marketing?Ensure??all??marketing??is??consistentThe??Xander??Marketing??10??step??Marketing??Strategy??process:?What??it??is?1.???Business2.???Objectives3.???Marketplace4.???Target???Market5.???Competition6.???USP7.???Your???brand8.???MarketingMessages9.???Marketing???Mix10.???Marketing???Plan?What??does??it??sell??Where??is??it??going??Business??objectives?Marketing??objectives?What??is??the??size??of??your??marketplace??What??are??the??current??trends??in??it??Who??is??your??customer??Who??is??your??competition??What??makes??your??business??unique??What??does??your??brand??stand??for??What??messages??should??run??through??yourmarketing??What??marketing??tactics??should??you??utilise??toexecute??your??strategy??An??action??plan??for??your??12??month??and??monthlyMarketing??Strategy1.??BusinessThis??section??enables??you??to??identify??where??you??are??with??your??business??now??and??where??you??wantto??go??with??it.What’s??the??business??name?How??did??the??business??start???What’s??the??history??of??the??business?Where??is??the??business??located?Include??all??locationsWhat??products/services??does??the??business??sell?What??is??the??vision??of??the??business?What??does??the??business??aspire??to?What??is??the??mission??of??the??business?How??will??the??vision??be??achieved?What??is??the??future??for??the??business?Where??would??you??like??the??business??to??go?What??is??the??pricing??of??your??products/services?Are??your??prices??high,??competitive??or??low?Why??are??they??priced??this??way?SWOT??AnalysisUndertake??a??SWOT??Analysis??of??your??business.StrengthsWhat??internal??strengths??does??your??businesshave?WeaknessesWhat??internal??weaknesses??does??your??businesshave?OpportunitiesWhatexternalopportunitiescouldyourbusiness??pursue?ThreatsWhat??external??threats??are??there??to??yourbusiness?2.??ObjectivesWhat??are??your??business??objectives??and??how??can??your??marketing??objectives??help??you??achievethese???Make??them??SMART??(Specific,??Measurable,??Attainable,??Relevant??and??Timebound).What??are??your??business??objectives??or??goals?What??are??your??marketing??goals?This??could??be??more??customers,??more??leads,??a??higher??profile,??more??business??from??existingclients,??new??servicesWhat??is??the??size??of??your??marketplace/s?MarketplaceSize??of??marketplace%??of??marketplace??youwould??likeWhat??marketplace??do??youoperate??in?What??is??the??size??of??market??interms??of??money,??number??ofcustomers,??geography?As??a??percentage??how??much??ofthis??marketplace??would??youlike??to??acquire,??now??and??inthe??future?3.??MarketplaceA??marketplace??is??the??competitive??landscape??you??operate??in.??Whether??that’s??selling??PCs??andunderstanding??how??many??PCs??are??bought??a??year??or??offering??a??service??to??SMEs??in??the??south??ofEngland??so??understanding??how??many??SMEs??there??are??in??the??south??of??England.What??is??your??marketplace?List??all??the??marketplaces??you??could??operate??inIs??it??a??growing??or??declining??market?Explore??this???Where??will??the??market??be??in??5??years??and??10??years??time?What??are??the??current??trends??in??your??marketplace/s?What??is??being??said??in??the??news??about??your??marketplace?4.??Target??MarketThis??section??looks??at??your??customers??and??the??types??of??customers??you??would??like.Who??are??your??current??customers?Who’s??your??biggest???Who’s??your??smallest???What’s??an??average??customer??like?What??are??their??demographics?-Consumers:??age,??gender,??career??level??etc-Businesses:??industry,??location,??job??title??etcWho??is??your??ideal??customer?Describe??them??in??detail.??Why??are??they??your??ideal??customer?What’s??on??your??customer’s??mind?What’s??hot??on??their??agenda??now???What??other??brands??do??they??buy???What??problems??do??theyhave?Segment??your??target??marketTarget??marketDescriptionDecision??makerList??all??your??target??marketsWhy??would??they??use??yourproduct??or??service?Who??is??the??decision??maker(may?????only?????be?????applicablewhen??selling??to??businesses)Competitor??analysisCompetitorPositioningAssessmentYour??businessadvantageName??of??competitorHow??is??theirbusiness??positioned?What??is??yourassessment??of??thethreat??of??thisbusiness??to??you?Why??wouldcustomers??come??toyour??business??ratherthan??yourcompetitors?5.??CompetitionWho??are??your??competitors??and??why??are??you??better??than??them???Think??about??who??else??offers??yourproducts??and??services??directly??and??indirectly.??For??example??a??marketing??agency??would??competewith??another??marketing??agency,??but??it??could??also??compete??with??a??website??design??agency??if??websitedesign??is??one??of??its??services.How??are??you??positioned??against??these??businesses?What??are??your??strengths???Why??would??a??customer??come??to??you??rather??than??thesebusinesses?You??may??want??to??use??the??grid??below??to??plot??your??competitive??positioning.??Take??two??measuresand??plot??them??on??the??X??and??Y??axis.??Measures??could??be??small??businesses??at??one??end,??largebusinesses??at??the??other??end.??Or??premium??and??expensive??brand??at??one??end??and??low??quality??andcheap??brand??at??the??other??end.??Plot??where??your??competitors??are??on??this??grid??and??plot??where??youare.Where??are??you??positioned??now???Where??would??you??like??to??be??positioned??in??the??future?6.??USPYour??unique??selling??proposition??is??the??one??thing,??or??combination??of??things??which??makes??yourbusiness??unique.What??is??your??company??status??in??the??marketplace?How??do??customers??view??you?What??are??your??perceived??strengths?Are??you??a??premium??brand,??standard??brand??or??bottom??of??the??range??brand?What??is??your??unfair??competitive??advantage?What??is??the??one??thing??about??you??which??puts??your??competitors??at??a??disadvantage?What??edge??do??you??have??on??your??competitors?What??is??your??USP?Ideally??you??would??have??one??USP.??However??this??may??be??a??combination??of??factors.Why??is??it??unique?Describe??a??real??life??example??where??you’ve??delivered??on??this??USPWhat??are??your??brand??values?ValueDescriptionName??yourvalue???Whatdoes??yourbrand??standfor?Describe??how??you??live??this??valueWhat??are??your??business??values?ValueDescriptionName??yourvalueDescribe??how??you??live??this??value7.??BrandA??brand??is??a??complex??area??and??requires??more??detail??than??this??document??can??go??into.??However??itneeds??to??be??considered??as??part??of??a??Marketing??Strategy.??Firstly,??what??is??a??brand???We??define??it??asa??‘promise’.??A??brand??portrays??your??business??vision,??mission,??values??and??key??messages.??It??needsto??position??and??differentiate??your??company??in??the??marketplace??and??it??needs??to??appeal??to??yourtarget??market. If??your??brand??was??a??car??what??car??would??it??be?By??understanding??this??you??can??see??how??that??car??positions??and??markets??itself??and??use??ideasfrom??here.??You??may??also??want??to??consider??what??supermarket,??celebrity??or??biscuit??yourbrand??would??be.Describe??your??brand??in??a??sentenceWhat??one??word??epitomises??your??brand?What??are??your??marketing??messages?ConceptMessageName??a??concept/benefit??of??your??business??orproduct/serviceWhat??marketing??messages??convey??this?What??imagery??can??convey??this?8.??Marketing??MessagesNow??that??you??have??identified??your??USP,??you??know??your??target??market??and??your??brand??values,what??marketing??messages??should??you??use??throughout??your??business?What??are??the??benefits??of??your??business??and??product/service?List??themMarketing??MixChannelOutcomesWhat??could??your??businessdo?WebsiteLeads,??sales??through??yourwebsiteSearch??engine??optimisationRanking??highly??in??searchenginesGoogle??AdWordsDriving??traffic??to??yourwebsiteFacebookInteracting??on??Facebook,driving??targeted??traffic??toyour??websiteTwitterInteracting??with??customersand??potential??customersLinkedInInteracting??with??customersand??potential??customers9.??Marketing??MixDespite??being??number??9??on??this??list??this??part??is??key.??Consider??all??the??marketing??tactics??yourbusiness??could??utilise.??Some??marketing??tactics??are??below.??Describe??what??your??business??could??dowith??each??of??these.Video/YouTubeProduct??videos??orinformative??videoseducating??your??customersBlogsArticles??educatingcustomers.??Would??help??withSEODiscussion??forumsSharing??knowledgeEmail??marketing??–??leadgenerationGenerating??leads??throughemailing??targeted??listsLead??generation??landingpagesLeads.??Visitors??exchangeemail??address??for??freeinformationEmail??marketing??–??leadnurturingWarming??leads??up??thatprovide??email??addressEmail??marketing??–newsletterKeep??your??customers??up??todateAffiliate??programmeAdvertising??on??otherwebsitesDirect??mailLead??generationPRBuilding??awareness??in??themediaAdvertising??(online)Brand??building??and??drivingtraffic,??enquiries??and??newcustomers??onlineAdvertising??(offline)Brand??building??and??drivingtraffic,??enquiries??and??newcustomers??offlineCollateral??productionSupporting??sales??andmarketing??brochures??andcase??studiesEducational??marketingEducating??prospects??andcustomers??through??whitepapers,??blogs,??emails??etcTelemarketingAppointments??or??salesLeft??blank??for??other??tacticsMarketing??Mix??for??the??next??12??monthsChannel12??month??objectives12??month??outline??planInitial??activityOngoing??activityName??the??channel??(fromabove)What??are??your??objectivesfor??this??channel??over??thenext??12??months?How??are??you??going??toachieve??these??objectives,at??a??high??level?What??do??you??need??to??inthe??next??month?On??an??annual,??monthlyand??weekly??basis??whatactivity??do??you??need??toundertake??with??thischannel?10.?Marketing??PlanNow??it’s??time??to??pull??everything??together??into??an??executable??plan.??Use??the??table??below??to??plan??what??you??would??do??with??each??channel??over??the??next12??months:Monthly??planActivityCompleted??dateOwnerEach?????month,?????list?????all?????theactivity??you??are??going??to??doe.g.??Write??a??white??paper??orcreate??monthly??newsletterWhen??should??each??activity??becompleted??byWho??is??the??owner??of??thisactivity??in??your??business?Month??1Month??2Month??3Month??4Month??5Month??6Month??7Month??8Month??9Month??10Month??11Month??12If?you?achieve?your?objectives?as?defined?in?Step?2?how?much?newbusiness??will??your??business??have?What??is??your??ROI??from??marketing?How??much??of??a??marketing??budget??would??you??be??prepared??to??invest??to??get??that??return?What??is??your??marketing??budget?List??everything.??Include??the??cost??of??your??internal??employees??and??external??agencies??orfreelancers.??Also??determine??a??budget??for??advertising??which??could??be??online??and??offline??andAdWords ................
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