Marketing Strategy

Below are some of the basic questions to ask yourself when planning your marketing strategy. You will find all this information readily available from most marketing consultants. I, however would like you to consider these first five questions before you start to plan. No matter how good your marketing strategy appears on paper it will not work if your thoughts are not intentional.

1. Do you have a clear vision in your mind of how you want your business (and you) to be – and by when. If not then start forming one. You will need to have a clear vision of your success. From this, work backwards and you will soon see the steps you need to take to get there.

2. Do you have unshakeable conviction that you will succeed? If you don’t then you won’t. You need to be totally committed to achieving your success – a half hearted approach doesn’t hack it.

3. Do you have 100% confidence in your product or service and the value it offers to people? Here’s a helpful tip. Rate your product or service from 1 to 10 in terms of how much you believe in its value (1 being the lowest). If you rate it between 7 – 9 then revise your product or service to increase its value. If you rate it below 6, then find another product or service you really believe in.

4. Are you more interested in “getting” rather than “giving”. If so all of your marketing will be focused on you. To be truly effective your business and all its marketing needs to be focused on the customer and their needs. Only then will you see massive growth.

5. Are you stuck in the mindset of brand awareness, eagerly promoted by creative design and ad agencies whose only interest is to get themselves a client. Are they accountable for your sales? No. Having a cool image may satisfy your ego but it doesn’t necessarily generate sales. Your marketing strategy needs to be primarily about  cost effective, down to earth, accountable methods that will generate sales.

From the above you can create your strategy on paper.

1. Work back from your vision and set yourself clear, realistic objectives which will get you there.

2. Break down your marketing into three defined areas:

• Acquiring new customers
• Selling more often to existing customers
• Increasing the average order value.   

3. Develop plans in all of these areas which consistently offer more value to your customers.

4. Could you develop your product range?

5. Could you charge more? Very often, a higher price sells better.

6. How do you reach your target audience. Try a variety of marketing methods – not just the ones you are used to. The best strategies include using a mixture of direct mail, telemarketing, PR, email and advertising.

7. Remember to TEST your marketing all the time to make sure it is working.

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