5. Buyer personas. It’s not enough to know the industry at large; you also need to understand your target market on a personal level.
Okay, we don’t mean you need to reach out to every potential client personally. Unless you only have like a dozen or so, that’s just not realistic (or achievable!).
Rather, the point here is that you spend some time—thinking about the kinds of people you want (or naturally get) as customers.
As you do this, your objective is to dive deep and really get to know them. A couple examples of this include:
- Their pain points
- Where you can reach them
- The types of messaging that will resonate with them
“Pain points” isn’t necessarily a matter of literal pain (unless you’re a doctor). In the context of marketing, someone who wants something and doesn’t have it is experiencing “pain.” Your product or service should provide a solution to alleviate their pain.
After you’ve created your buyer personas—you should aim for about three—you will then use them to create marketing that connects with your target market.
6. Data. There are two souls of marketing – technical and creative. Sometimes conflict emerges between them, but there’s plenty of ground for peaceful coexistence as well. That’s vital because each one plays a major role in an effective marketing strategy.
When talking about technical marketing elements, data should be the first thing that comes to mind.
You need raw data for at least four of the five parts of a SMART goal. (And you might even say data can be useful for ensuring your goals are relevant.)
The numbers you pull and analyze are going to help you measure marketing performance. Given how important this is, it’s crucial that you define the appropriate metrics before initiating your strategy!
Don’t forget, data points allow you to know where you’re starting.
Perhaps you’ve been trying out some things without having a strategy in place (and you certainly wouldn’t be alone in this…). It is entirely plausible that you might have accidentally stumbled across something that works.
(Hey, give us a dartboard, blindfold, and enough darts and eventually we’ll get a bullseye.)
If this is the case, then you want to identify what is working before you implement a strategy which could eliminate a potential strength for your company and brand.
7. Tools. Like anyone, you only have 24 hours in your day, and we all know that isn’t always enough time.
Time is the most precious resource we have – and that means you want to capitalize on every second possible.
In the world of marketing, there are tools you can use that help you gain back time in your day.
What kinds of tools are we talking about?
Some marketing tools can automate processes. An example of this would be the CRM (customer relationship management) software you use to manage business relationships and the information and data associated with that.
Other marketing tools are able to make compiling and analyzing data easier, such as Google Analytics.
Whichever tools, software, and programs you use, they should be factored into your overall marketing strategy.
8. Brand knowledge. As we’re fast approaching the end of this list of essential marketing strategy elements, it’s time to include knowledge as a key component.
Before we proceed to the importance of knowing about general marketing practices, take a moment to reflect on how well you know your own brand.
Can you summarize your brand for someone in ten words (or less)? Do you have 3-5 good adjectives in mind that describe the brand? How does your brand relate to your company’s mission and values?
You should absolutely know and be familiar with the answers to these questions if you want to be effective in your marketing.
Additionally, make sure you have a firm grasp of your key differentiators and USP. These are key for brand positioning and creating marketing messages to highlight why people should choose you, and not your competitors!
9. Marketing knowledge. This is the most important of these essential elements.
Knowing best current marketing practices is an absolute must if you want your strategy to succeed.
This is the foundation upon which all other outlined elements should be structured.
If you have a keen grasp on marketing, you will know which goals to develop, tools to utilize, and milestones to establish. You’ll also be in a better position to define responsibilities, determine appropriate data to use, and create stronger buyer personas.
Here’s the kicker, best practices in marketing change all the time. (Thanks, Google!)
As a business owner or leader, you already have so much on your plate. The last thing you need is to constantly stay alert for the latest Google updates or conduct endless research to find marketing software and tools.
That being said, you need those kinds of things to stay ahead in the marketing game, so what can you do?
A Solution for YOU
Keep in mind:
These are nine essential elements—not the only nine elements.
For optimal results, your marketing strategy should be comprehensive and capitalize on all available ways to reach your target market, establish and strengthen your brand, and influence consumer behavior.
Additionally, each marketing element has a variety of important considerations within them.
That means, to be done properly and worthwhile for you, marketing is often a highly complicated endeavor.
Given that you have other business needs and tasks, you might want to consider having a professional marketing agency handle it all for you.
If that’s the conclusion you reach, 2nGage may just be the right marketing agency for your business.
Our mission is to provide results-based services for established companies who want to go to the next level. In other words, you have a solid base, but aren’t big enough (yet!) for your own in-house marketing department.
Sound like your company? Then let’s connect! Or just give us a call at 833-622-0907 and ask us what 2nGage can do for you.