Marketing is all about campaigns, social media, websites, adverts, videos and creative content!
But for marketing to work, the above alone are not enough. Marketing activities and strategy should align with business goals. Even though the accelerated growth of technologies, continuously changes the way marketing is done, its purpose never changes. The aim of marketing is to bring in new clients who will turn into business, resulting to company’s growth.
To start with marketing you should first set your business goals. Think about:
What is that you want to achieve? Boost profits, increase awareness, enter a new country market, approach a new target group, improve customer service.
What are your short and long term goals? Set priorities and measurable targets.
Based on your business goals then you can build your marketing strategy accordingly. Think about:
What are your target markets and customer profiles? There is no one-size-fits-all. Identify your target groups and create customer profiles by age, interests, consumer behaviour.
Which countries are you targeting? Is there a need for translated content, website, multinational personnel?
How will you approach your potential clients? Online, through events, email campaigns, face-to-face meetings.
How do you differentiate yourself from your competitors? Research the strategy, actions and presence of your competitors. Think about your competitive advantage (selling point) and how to promote that to your target groups.
Every marketing activity should be made to achieve specific business goals. Having your marketing and business strategies aligned, enables you to measure success and identify areas for improvement; which is what can help you reach higher and higher!
The opinions expressed on this site are my own and do not in any way reflect the views of my current or any previous employers.