+612 8095 9264

 

  • DEFINE OBJECTIVES

  • UNDERSTAND AUDIENCE

  • BRAND IDENTITY

  • MARKETING PLAN

  • MEASURE & IMPROVE

Developing Your Marketing Strategy

A successful marketing strategy

  1. states your business objectives
  2. clearly defines your ideal target market/customer
  3. identifies how well your business products and services answer the needs of your target market
  4. reveals the strengths, weaknesses, opportunities and threats for your brand
  5. specifies the most appropriate marketing tactics to effectively engage with and influence your ideal customers
  6. provides a strong, actionable and measurable marketing plan

If you are serious about developing a sound marketing strategy for growth rather than looking for a quick fix, then this process is for you.

 

Steps to developing a successful marketing strategy    \/

1. Define your objectives

 


Before you define what you expect to achieve from your marketing activies you need to review your overall business aims and objectives.


It is critical your marketing objectives directly deliver on the overall business objectives.


We've all heard of SMART goals. But smarter organisations are setting SMARTER goals - by ensuring they can be, and are, evaluated and reviewed.


Now you're ready to move onto the next step of your marketing strategy.

2. Understand your audience - Target markets

Before you can understand your target audience - what their needs, goals and behaviours are - you need to get really specific with who you are targeting.  Why? 

If you're targeting 'anyone or everyone who needs (your product/service)' you'll find there is little or no commonality amoungst them making it very difficult to find, communicate with and impress them with how well your product or service matches their needs. The broader the market the more variation in needs and expectations of quality, value, price point etc.

Look at your existing clients and identify your most profitable customers. Then you can define discreet target groups you want to attract and who will want what you have to offer making your marketing efforts easier and more successful.

 

3. Brand Identitiy

 
Content Productions Brand Identity - www.contentproductions.com.au

Your brand identity is far more than simply a visual representation in the form of a logo. It is the experience, perception and relationship your customers have with your brand.

To steer and protect that perception it is necessary to have a cohesive and consistent communication of your brand values, personality, features and benefits as well as your brand promise through every experience your prospect or customer has with your brand.

 

If you haven't specified exactly what your want your brand identity to be / how it is experienced by your audience you are at risk of your brand message becoming inconsistent and confusing over time.

 

Define how you want your brand to make people feel and look. Specify the personality and values of your brand in addition to the features and benefits. By doing this you ensure everyone will be communicating the same promise - from the designer creating a logo or marketing collateral, the writer creating your marketing messaging to the service team at the coal face dealing with customers et. We use a process, fine tuned and proven over the last 25 years, resulting in a succinct 'core values onion' document, but it doesn't matter so much how you do it as long as you do it.

4. Marketing Plan

Now with the legwork done you're ready to define the elements of your marketing plan. 

 

Over the past few years we've witnessed the declining effectiveness of old school marketing tactics (most of them coming from a 'push approach'). 

 

The web and social media fundametally changed the way we expect to receive information and judge information sources both off and online.  It happened years ago but the long tail of a previous information age is finally dying.

 

Whether you're marketing online or offline keep in mind that inbound marketing (attract > convert > close > delight) is the way your customers want to engage.

 

5. Measure & Improve

One of the most exciting developments over the past ten years has been the ongoing improvement of marketing automation software. We no longer have to accept John Wanamaker's famous quote "Half the money I spend on advertising is wasted; the trouble is I don't know which half" as a painful fact of marketing.

 

Marketing automation software platforms arm you with the tools to measure and improve your marketing campaigns:

  • to understand the real time behaviours and preferences of your target audience
  • to nurture them through the buyers journey (marrying social media, email marketing, web content and CRM technologies)
  • to automate workflows allowing you to deliver relevant content at the relevant stage in the buyer's journey (replacing high-touch, repetitive manual processes)

 

 

The Tangello Group

With more than 25 years experience with content marketing first though magazine publishing and then on the web we can help you attract, convert, close and delight your ideal clients.

Keep in Touch

  (02) 8095 9264
  PO Box 1054,
LANE COVE 1595

 

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F.A.Q.

  • Can I do inbound
    marketing myself?

    Yes you can, but it is a fairly complicated process which takes time to master. If you need results as soon as possible and don't have the luxury of time to go through the learning process then it may be best to engage an inbound marketing specialist.
  • Do I have to have a
    marketing automation system?

    If you don't have an effective marketing automation system (we use and recommend Hubspot) then you won't have the support to ensure all your content is properly SEOed, an easy social media publishing process and more importantly you won't have the measurement tools to know what is working and what isn't.
  • How long does it take for
    Inbound Marketing results?

    The time it takes to see the ROI of your inbound marketing efforts is dependent on whether you're starting from scratch with a new website, blog and social media accounts. It usually takes between 4 and 6 months to really start seeing results - it is important to understand that inbound marketing is more of a long-term investment than a quick fix (and unfortunately the advertising quick fix is becoming less and less effective with lower ROI every day).
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Top Services

  • Inbound Marketing
  • Marketing Planning & Strategy
  • Content Strategy
  • Copywriting
  • Hubspot Marketing Automation
  • Custom Magazine Publishing

We love this quote:

Marketing used to be what you say. Now, marketing is what you do. What you make. How you act. The choices you make when you are sure no one is looking. - Seth Godin