There is no single or standard approach to defining marketing strategies, however, there are commonly relied upon techniques and methods of analysis that can greatly help the process of reaching optimal results. Some methods are highly technical, requiring mathematical analysis of large data sets, while others are far more simplistic – yet all can be useful when used appropriately. For example, at the overview level, a simple SWOT Analysis
(Strengths, Weaknesses, Opportunities and Threats) can be highly informative and can serve as an anchor for further lines of enquiry and goal setting. Meanwhile, other far more specialised processes can be used to understand more subtle details relating to economic factors and growth potentials within markets (The page on Marketing Strategy
on Wikipedia is a good starting point for more information on commonly used market and business analysis techniques).
A long list of possible tactics also exists for marketing activities that can be included into an overall strategy. These range from traditional approaches such as telemarketing and direct mail marketing, through to more modern examples such as email marketing and social media marketing. Each technique will also come with a variety of further ‘growth hacks’ that can be used to boost their overall success. Sustainable growth in the modern world means being open to trying a broad range of options and remaining receptive to new information – opening space for a type of agility that prevents stagnation and gives the best chance of reliably reaching goals.
To enable us to develop a marketing strategy we rely on a combination of either face to face or online (voice) interviews that include probing questions to get to the core of what our client really needs. We aim to identify and agree goals early on so that we can precisely target our efforts towards producing a solid strategy in a short space of time. We then perform our own research and use whatever data our client has provided us from their own records (such as sales performance data, website traffic tracking data and other market information) to sketch an overview of the most effective approach to using digital marketing techniques to reach the agreed upon goals.
Examples of objectives/goals might be:
Generate more sales leads
Increase the number of paying clients
Beat competition in specifically defined ways
Become known as an authority in a given field or marketplace
Spread knowledge of a brand, product or vision
Expand into new markets or geographic regions
Our investigation will include a review of the project and brand’s attributes and positioning, plus the specifics of it’s ‘value proposition’. We will define clearly what makes the project stand out and what we are to be specifically selling, which may or may not be a product (it could be something less tangible, yet equally desirable).
We will make recommendations for marketing actions to be undertaken and where relevant we will specify the metrics that will be used to measure their success too. In some cases we may recommend an extensive SEO campaign, coupled with social media campaigns (using platforms such as Linked In, Facebook, Twitter and Instagram) and appropriate eCommerce marketing options. In some cases we may need to produce specific deliverables such as a new website or complete a thorough rebranding process to fundamentally shift perception of the project in beneficial ways. The specific details of any strategy will always be dependent on the needs and goals of each unique case.
We then present our recommendations to our client and discuss them in detail. If needed we will prepare a final strategy document for stakeholders to reference throughout the planned marketing process.