What goes into a marketing strategy?

I was recently asked during a discovery call, “What goes into a marketing strategy?”

The process can be daunting, especially if you don’t know what goes in “it” and why.

I’ve blogged before on the importance of having a marketing strategy, why you shouldn’t fear it and why not having one is, in my view, the biggest marketing mistake a small business can make.

A marketing strategy provides the foundations for all your marketing activity

The time and expertise spent creating such a document pays off - you are creating the foundations for all marketing activity. The research you undertake and the insight you include steers your campaigns, messaging and tactical activities.

You define your markets, their needs and your target audience and you break down your business proposition - your vision, mission, values and purpose.

You factor in your competitor research and detail your marketing strengths, opportunities, weaknesses and threats.

You include your business aim and objectives and align your marketing objectives and sales targets.

Keeping in mind your audience, budget and type of business, you consider your marketing strategies for tactical planning as well as your “marketing mix”.

In the marketing strategy documents I produce I also include success metrics for measurement, although this can differ from one campaign to the next.

Creating a marketing strategy

Every marketing strategy is different; every small business is unique. But the fundamentals remain. Creating a marketing strategy takes time and expertise to ensure what is produced is effective for your business - if you get it right it will drive your marketing efforts and activities in line with your business objectives.

You may have a strategy in place and need help refreshing it or require support at the starting line. Do get in touch if you want to talk things through.