Create your own Digital Marketing Strategy that Works

This Course is outlined around our very successful Marketing 360° ™ blueprint which is used to develop a solid marketing strategy based on real data instead of guesses. The 7 steps listed below build on each other to help get marketing clarity.

1. MARKETING GOALS

The starting point of the Marketing 360° TM assessment is to set clear SMART marketing goals. During this step, we help clients clarify the objectives and goals they want to achieve from all marketing efforts.

Goals set the direction for what needs to happen for your product or service to do well in the market and are the foundation of the plan you build to get there. Setting focused, realistic, and quantifiable goals upfront establishes a true north for your marketing efforts.

2. COMPETITOR ANALYSIS

A competitor analysis aims to understand your competitors’ strengths and weaknesses compared to your own

and to find a gap in the market. It is crucially important to understand the environment that we

conduct our business.

Understanding competitors goes a long way in helping to get clarity on what we offer versus what our market is buying.

3. MARKETING AUDIT

Understanding our current position and what worked and what did not is essential in drafting a successful marketing strategy.

During this step, we look from a client’s view of a business to see what they see, and then we take all available internal and external data to determine how our potential clients engage with our business.

4. CUSTOMER PERSONAS

Personas comprise two parts, demographics and psychographics. Demographics are the statistical characteristics of human populations (such as age or income) used primarily to identify markets.

In contrast, a psychographic profile contains information about a person’s interests, hobbies, emotional triggers, and lifestyle choices, among other data.

Building the personas is an essential step comprising internal workshops and external data from potential clients.

5. POSITIONING

Market Positioning refers to the ability to influence consumer perception. The objective of market positioning is to establish the image or identity of a brand. It reveals or product so that consumers perceive it in a certain way. For instance, is the brand cheap and low quality or expensive and high quality?

In building a positioning map against competitors, we can determine the current and desired brand positioning.

6. CUSTOMER JOURNEY

During this step, we build marketing funnels based on the journey that someone takes to become a paying customer eventually. Each step is defined, and the relevant marketing activities are mapped with measurables as far as possible. We will create a detailed daily marketing activities plan from the data in this step.

7. SALES ANALYSIS

The marketing and sales teams need to work well together; therefore, it is essential to understand the sales processes. We recommend setting up an SLA between the marketing and sales teams to clarify all expectations and open communication channels to ensure maximum success.

Marketing and sales must work together like a well-oiled machine, using the same language and tone to achieve the set marketing goals.