Developing a marketing strategy. Newsletter Issue 2

By | April 12, 2016

Edition 2 of theFreeGuru Online Marketing Newsletter This week’s topic: Developing a marketing strategy.

Marketing Strategy Tips

When starting a marketing strategy it is best to give it a rough outline of 6 key pieces. These pieces come together in a finalized and actionable marketing plan that will tell the story of your company, your products, or raise brand awareness. These parts are as follows.

  1. Unique Selling Position: You need to define this first because it requires thinking about how your product fills the needs of it’s target market. If your widget is almost identical to another companies widget then highlighting the ways your widget is different would be a great goal for your marketing strategy.
  2. Define Your Targeted Market: This sounds a bit like the above marketing plan tip but it goes further. Once you know the product, the things that make it different, and know roughly why people would buy your brand over the competitions we need to look at who the customer is. You will find that no two customers are identical but the sum of them will create a distinct profile of your largest market. Are they Women over 30, looking to have a baby, who knows but you need to know because all good marketing strategies start with knowing your ideal customer.
  3. Make a list of all of the product benefits and features: Do this because they will come in handy when writing related content and beefing up your USP above. Looking for common traits outside the core reasons to buy make widen the pool of prospects, it definitely helps when creating product descriptions and optimizing ad copy.
  4. Describe your positioning ideas for your services or products: A good marketing plan has a direction. You need to figure out if you are trying to be a trusted name, be the only answer to the most asked question, be the old friend with a new face, or if you are attacking the market based on the assumption your products or ideas are new, fresh, happening. This will further define who your message is for and help you target them. This in turn saves you thousands of dollars in advertising cost.
  5. Define Marketing Methods: You might find that Women over 30 seeking to have a baby use twitter more than Facebook, frequent certain magazines with online and offline publications, watch certain TV shows etc.. You can gain most of that information from comparative demographics if your company is tracking data of your core customers or by paying for a survey of prospective customers to be done. Will there be content marketing strategy? Will there be social media campaigns? Will you use banners, multimedia, flash, video, audio, webinars or other tools to deliver your message?
  6. Developing a Funnel: A Sales and Marketing funnel is a vital part of your marketing plan. You need to decide the stops along the way on a journey from viewer/reader/fan, to buyer and how you will build the trust and relationship in between. This follow up is all part of grander plans for marketing that allow you to begin gathering data, finding emotional triggers, and remarketing prospects who might not buy in on first meeting.

businessman draws flowchart of marketing strategy

Summary of Marketing Strategy Tips

The goal through the first 4 stages of the tips is to design content and advertising that fit the needs of a well defined audience. By laser targeting your niche audience you are setting up higher conversion marketing at lower cost which will increase your ROI (Return on Investment) nicely. Feeding all of these prospects into the right marketing funnel will allow you to build the relationship long term. It allows you to remarket those who don’t initially buy, it allows you to expand on concepts, it allows you to expose your customers to additional products fitting their interest.

My last Marketing Strategy Tip is to continually split test creatives like banners, ad copy, e-mail follow-up because one message doesn’t fit all or even most and we can always improve great in a quest for perfect.
Andy Zeus Anderson



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Blast from the Past Article:

Everything I needed to know about link building I learned at Facebook.

I am going to use Facebook as an example but the link building rules apply to Twitter, Google+ and just about every social media source on the web, including Instagram and Pinterest.
The goal of this article is two-fold and teaches you not just link building secrets but also shows where your focus should be on social media sites. Provide great content and you will be loved by the masses and do well. Advertise instead of adding quality post and you will sink like a rock.

When you add great content at Facebook your closest friends and family tend to do one of two things. They like the post, or share the post. When they share the post it works like syndication of a news story or RSS feed, it shows that other social media page owners liked the content enough to carry the post on their own content based stream. When they click like it’s an endorsement of the post by simple link like siting your website in an article of their own or adding the URL to your original post to a list of great or related post. (read more at theFreeGuru)


Marketing Strategy Articles from Around the Web.


The Ingredients of a Marketing Plan

Ready to get it all down on paper, but not sure where to put it? We’ll help you with the format and elements of your marketing plan.

Every how-to book on the market has a different take on the essential elements of a marketing plan. Those geared toward the big corporate crowd communicate in a language few human beings understand. However, the words you use are much less important than how seriously you approach the task.

This section outlines the key elements you need to include in your marketing plan. No matter how it’s ultimately organized, your marketing plan should be a straightforward, easily understood company document. It should provide you with a clear direction for your marketing efforts for the coming year, and it should give an incisive look into your company for all readers. (read more at Entrepreneur)


How To Develop a Marketing Strategy in 5 Easy Steps

The benefits of a planned marketing strategy are numerous. Business owners often rely solely on their intuition to make business decisions. While this informal knowledge is important in the decision making process, it may not provide you with all the facts you need to achieve marketing results. A marketing strategy will help you in defining business goals and develop activities to achieve them.

(Read More at About Money)


10 Tips to a Powerful Email Marketing Strategy

January 9, 2014 Kyle Lacy

Kyle Lacy

Were he alive today, Mark Twain would probably have a soft spot for email because, much like the author himself, recent reports of email’s death have been greatly exaggerated. In fact, email is not only alive—it’s the number one direct channel in terms of daily use and consumer preference for both personal and marketing communications.

“67% of marketers say that delivering highly relevant content is a strategic goal their organization wants to achieve through email marketing.”

MarketingSherpa, Email Benchmark Survey, 2013

Email is thriving thanks in large part to the channel’s familiarity, flexibility, and universality. A whole new generation of mobile smartphone and tablet users are also driving anywhere, anytime email usage. Indeed, when you dig into the data, any assertion that email is “dying” with consumers is laughable. Evolving—yes. Dying, absolutely not. (Read More at SalesForce)

Developing a strong marketing strategy is a sound move for anyone planning a marketing campaign for their business. Knowing where to go to find the people looking for your products and services, the right tools to get their attention, and how to control the conversation while still gathering vital feedback and data can turn marketing strategy into marketing plan success. – theFreeGuru