Why Is A Strategic Marketing Process Important?
Your business’s marketing strategy is the backbone of your brand’s positioning and source of customer loyalty. Not only does a strategic marketing plan help your brand speak to the right people at the right time, but it also helps you track your goals across all marketing channels.
Many businesses waste valuable time and money as they try to launch a marketing campaign without first building a holistic strategy around their goals.
Strategic Marketing is a valuable process that can help your business grow to the next level. It’s essential to have a plan and strategy for marketing, especially in today’s competitive environment where consumers are bombarded with ads on Google, Facebook, and YouTube.
It’s essential to make sure you’re always thinking about how your company will fit into the big picture of the market as it evolves.
Without this kind of strategic planning, you may find yourself scrambling when things start changing around you because you weren’t prepared for those changes with several benefits like:
- Creative, persuasive, and compelling ways of promoting the company’s product.
- It helps promote your business under a recognizable tone of voice.
- Targets a specific customer segment for better conversion rates.
- Save time by guiding your marketing process with a framework.
- Write high-quality content without having to think about what your customer wants.
- Increase ROI on ad campaigns with proven methods.
- Optimize the flow of information across all channels for maximum impact.
Whether you are trying to gain a more significant market share, promote a new product, or improve your audience’s view of your brand, your marketing program needs a strategic edge to be profitable.
Now that we agree that a strategic marketing process is essential, let’s dive into how a strategic marketing process works and how you can build one today!
What Is The Strategic Marketing Process?
The best marketers don’t think about marketing as a series of discrete campaigns but rather as an ongoing process. I call this the “strategic marketing process” because a marketing initiative is the sum of its parts that need to work together to produce maximum lift for every unit of time and resources that you invest.
Like a car engine, a strategic marketing process is made up of different parts that synchronize to deliver optimal results.
The goal of marketing is to make your company name synonymous with the product or service it offers. When potential customers go to your website or see your content on Facebook and see your company’s products, they should have no question about what you offer.
Your brand’s marketing process determines your positioning within your market because it defines your brand’s message across different marketing channels. It lays the foundation for building your unique marketplace and helps to make meaningful connections with your target audience.
Unfortunately, you’ll be met with many obstacles in your marketing as it’s crucial to move forward for your company’s success. Let’s take a look at some common marketing mistakes that could undercut sales and mute your message.
How To Avoid Future Marketing Problems
A good strategic marketing plan has many moving parts. Every business needs to implement a different set of solutions that are unique. It’s often a complex process that impacts all company stakeholders.
This intricate process offers huge rewards like marketing sector leadership, enhanced profits, and improved customer interactions that are well worth the effort.
Because this can be tricky, there are a few things you and your marketing team will need to do to avoid future marketing issues.
Use Data To Guide Marketing Activities
If you want to market your product, avoid making assumptions and instead make sure that the message resonates with people because it will yield better results with less time and resources.
Data-driven decisions allow you to correctly identify your target audience and understand what your competition is doing, which gives you the tools to plan strategically. This is why you need to start with data to understand what your customers are doing on your platforms and determine what they want so you can build content around their needs.
Gather data by researching early and often: there is no such thing as too much research. For maximum impact, focus on:
- Google Search Console: This is the holy grail of digital marketing because you can see what people are searching for when they come to your site. GSC shows the technical side of your website.
- Google Analytics: This tool helps you determine who comes to your site and how they interact with your website once they reach you. Unlike GSC, Google Analytics will help you visualize how people move throughout your site and where you need to improve content.
- Social Media: Take a look at Facebook, Instagram, and LinkedIn stats to layer in great information to help you understand your audience.
- Email Marketing: Email marketing is a great way to reach your target audience, and you can use email marketing statistics to determine the value of each segment across your entire audience.
- Google Ads: If you run Google Ads, then you have a treasure trove of data to help you understand your audience. This information can help you build a strategic marketing strategy and streamline the entire process.
Collect as much information on your target market as you can to personalize your marketing. This data is inevitably at the core of any successful campaign and will help you define your marketing.
Create A Well-Defined Strategy
An ambiguous marketing message is worse than no message at all. If you are creating a strategic marketing process, make sure all elements are clearly defined. Leaving room for interpretation will inevitably create miscommunications amongst your marketing team and stakeholders.
Clearly distinguish between goals and objectives to prevent team confusion and ensure your marketing tools and approaches are clearly outlined. Remember, goals create a vision with a wide range, while objectives are concrete deliverables.
Build Marketing Message Around Customers
Hone in on who your target audience is, what they care about, and what they need from your product. Use this research to formulate a clear marketing message based on what your customer needs.
Communicate your marketing message loud and clear by creating content, like blog posts, social media marketing, and a well-designed web page to show your target market that your message is clear: your company cares and has what they need.
Choose Channels That Make Sense To Your Business
Once you understand your customer and current market trends, identify the marketing channels that will offer you the best platform for reaching your target market.
Marketing channels you can choose from include, but at not limited to:
- Internet Direct
- Value-Added Reseller
- Retail Sales Agent
- Manufacturer’s Rep
The great thing about designing your marketing process from scratch is that you can mix the channels that will make the most sense for what your brand is all about and what your customers want.
Make Sure You Have The Resources & Manpower
A solid marketing process will fail instantly without the required staffing and resources. Research what you will need to make your marketing vision a reality and cross-reference it with what tools and workflow you have available.
Creating your marketing process is an excellent opportunity to identify internal areas that need work and formulate strategic ways to bridge the gaps.
Now that you know what to keep an eye on when formulating your marketing process, let’s dive into five practical steps to ensure your marketing process is a booming success.
5 Steps To Marketing Process Success
Since each company’s needs and target audience are unique, marketers must remember that no two strategic marketing processes are identical.
However, you can apply some general practices to your marketing concept to make it a slam dunk. You may need to add a few extra steps depending on your products or services, but these steps are crucial to any effective marketing process.
Plan Your Mission & Marketing Objective
You’re likely reading this blog post because you already tried to launch a marketing campaign and it failed, or you want to avoid obstacles that torpedo a marketing strategy before it gets off the ground.
Unwrapping the unique attributes and ideal customer is a large part of our clients’ vetting process before we take on new clients.
If your brand already has an established mission statement, you’re ahead of the game! If not, sit down with your marketing team and key stakeholders to clearly define your business objectives, goals, and overall mission.
Your company’s mission statement needs to align with your marketing strategy. It should explain why your company is in business, how it benefits its customers, and why it was founded.
While some mission statements are motivational, others are more formal and business-like in their approach. Make sure your company’s statement matches the climate of your company.
Once you have settled on a mission statement, the team will map out the objectives and goals to drive your marketing process. Always connect these with your ideal customer life cycle.
Use the SMART acronym to ensure these elements are realistic and obtainable. Your objectives and goals should be:
- Specific: Make the goal clear-cut and unquestionable.
- Measurable: You should be able to measure the success of the goal easily.
- Achievable: Goals need to be possible and likely to be met.
- Relevant: Your company goals should connect to your mission statement.
- Timely: Setting a realistic, achievable end date will drive team motivation.
With your mission and objectives in place, you are ready to proceed to the next step of creating a good marketing process: getting to know your audience.
Define Your Target Audience
Successful marketers know that there is no point in marketing to everyone: your company’s message will get lost amongst the millions of other marketing plans in your market segments.
Your target audience consists of the customers who will follow your ideal customer life cycle. A good marketing process considers this target market and what best offers value propositions that will lead to conversions.
When defining your target audience, use the following data to determine who you are marketing to:
- Gender Identity
- Age Bracket
- Educational Background
- Purchasing Power/Income
- Social Class
- Consumption Habits
Once you know your target audience’s demographics, it’s easier to create segmentation within your target market, do effective keyword research, and find paid ad and SEO opportunities to reach your audience more productively.
Clearly defining your target customers will help optimize your marketing budget and allow you to target ad spend to draw in your target market effectively.
Conduct Competitive Analysis
It’s impossible to formulate a market process in a vacuum. It would help if you had a fundamental understanding of your market to ensure your goals are realistic and on the right track.
Market research will give you a starting point for formulating your company’s marketing process. Start by analyzing the size of your industry, projected growth, and current market trends.
Take a look at what your competitors are doing: what’s working for them and what needs improvement? This is an excellent opportunity for team brainstorming to turn your competitors’ practices into unique strategies for your brand.
This broad set of information will help you understand just how competitive your market is and identify opportunities or barriers for entry.
Knowing the total addressable market available will help your team make informed marketing choices as you decide the ideal channels for your content marketing.
Choose The Right Marketing Distribution Channels
One of your marketing process’s essential parts is knowing where you plan to show your advertisements and promote your product or company. You can’t be everywhere at once, and you don’t want to be.
Instead, it would help if you pinpointed where your customers are and how you can meet their needs and expectations. Ensure that, no matter what marketing distribution channels you choose, all parts communicate with each other and represent your brand’s mission statement.
Some of the most beneficial marketing channels include:
- Social Media Marketing: This allows you to focus on public relations rather than sales to build customer trust and brand exposure.
- Pay-Per-Click Marketing: Namely Facebook/Instagram Ads and Google Ads, PPC allows you to reach customers who are ready to buy from you right now.
- Email Marketing: The best method of direct response marketing available, email campaigns connect you with people who want to hear from you.
- Content Marketing & SEO: These marketing channels demonstrate expertise and authority while targeting customers at all stages of the funnel.
- Word Of Mouth Marketing: Product reviews and referral programs motivate potential customers to take your brand seriously.
The beauty of choosing the multiple marketing channels is that they often work together for a common goal: your marketing campaign’s success.
Your company can choose multiple marketing channels that will offer the best ROI and conversion rates.
Track Performance & Optimize Based On Data
Once you’ve built your marketing process, established objectives, and specific marketing tactics to read your goals, you’ll launch. But this doesn’t mean the process is over.
Set a deadline for yourself to look back at your team’s efforts and analyze your ROI. If your analysis is positive, then you can work to reinforce and support the working strategy.
However, if your appraisal finds your marketing process lacking, you’ll need to review your marketing plans.
Don’t wait a year to assess your marketing strategy. Prevent a massive waste of time and money by regularly reviewing your marketing process and making minor, data-informed adjustments as you go.
By continually evaluating your strategy as you go, you will have the chance to respond to ever-changing market dynamics and seize vital business opportunities.
Add These Marketing Tactics To Your Company’s Marketing Mix Today!
Crafting and maintaining an effective marketing strategy is essential to your company’s success. It provides the map to valuable customer connections and establishes your brand in your marketplace’s perfect niche.
A well-defined marketing process will improve your customers’ communication, improve your bottom line, and establish clear operating guidelines for your marketing team.
Don’t waste another second with an obscure marketing process. Use these tips to take the lead and conquer your industry.
Profitable Marketing Process FAQs
Buyer personas allow marketers to build content and improve communication by using data to create semi-fictional representations of their target customers.
Customer segments forecast market interest, while buyer personas help marketers understand the emotional triggers behind customer behavior.