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DIY Marketing Strategy

Even in today’s world of marketing with so many online and offline choices, good marketing begins with the basics – an assessment of where you are now and development of a strategy for getting to where you want to be.

This series covers the various aspects of developing a marketing strategy and provides the required elements to build a tactical marketing plan.
Marketing Strategy: The Discovery Process The Marketing Discovery Process Marketing Strategy: Defining Features and Maximizing Benefits Defining Features and Maximizing Benefits
Marketing Strategy: The Buying Process The Buying Process Marketing Strategy: Know Your Customers Know Your Customers
Marketing Strategy: Target Markets and Segmentation Target Markets and Segmentation Marketing Strategy: Competitors, Learn From Them Competitors, Learn from Them
Marketing is simply communicating to people why they need your product or service. To effectively communicate, you have to reach people where they are, in a manner that interests them. Marketing Insanity Marketing Strategy: Positioning and Messaging Positioning and Messaging
Marketing Strategy: Awareness Activities Opportunities: Awareness Activities Marketing Strategy: Offline Marketing Opportunities: Offline Marketing
Marketing Strategy: Online Marketing Opportunities: Online Marketing Marketing Strategy: Marketing Budgets Marketing Budgets
The discovery process is a time for gathering information and documents to prepare for the next phase of the process. The ability to clearly communicate the unique benefits of a product or service is critical for achieving marketing success and should be consistent in all marketing communications. People, whether consumers or businesses, have wants and needs that generally can be solved by other people. Target marketing is a term used to define a company’s approach towards focusing marketing and sales efforts toward specific market segments. Examples range from broad: business to business (B2B) or business to consumer (B2C) to very specific, such as small businesses within a 4 digit SIC in a specific geography. It takes time, and the ability to leave your prejudice at the door, but every business regardless of size should know and learn from their competitors by gaining an understanding of the marketplace from the eyes of the customer. Positioning defines and controls the overall identity of your product or service and involves the art of ensuring the unique benefits of your offering are effectively communicated and matched with the prospective customer’s needs and desires. Awareness activities are just that - activities that build awareness of your product or service. They are most effective when targeted at a vertical market, an industry segment, or with advocates and influencers. Offline marketing: trade shows, publication advertising, direct mail and more Online marketing: SEO, PPC, Social media and more The first step in establishing a marketing budget is to remember that marketing goals are simply a means to achieving business goals and should be viewed as such.

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