As companies finalize their marketing plans for 2018, it’s important to ask (and answer) some key questions. A marketing strategy combines all of an organization’s marketing goals into one comprehensive plan. While each company has a unique set of goals, the overreaching objectives are to increase business and expand corporate awareness. Here are 10 questions marketers and other executives can ask themselves as part of the marketing strategy development process.
Marketing Strategy Questions
- Is our vision and mission clear throughout our organization? Without a succinct and easily expressed description or explanation, it is unlikely that everyone will be united and be able to work together in a collaborative way to reach the company’s goals.
- How is our company perceived in the marketplace? Find out what your reputation is and whether your brand identity matches your intention and perception. Talk to customers and prospects. You might discover a disconnect that needs to be addressed.
- Do you have well-defined strategies to drive your marketing initiatives? Here is where a corporate distinction, unique selling proposition and clear methods and processes are crucial in providing the backbone for the tactics and activities included in the marketing plan.
- What, if any, changes have emerged in our marketplace? Research the trends in the industry and make sure your solutions are meaningful and relevant. Assess current customer needs and pain points, and make a plan to address them in marketing messaging. Identify the thought leaders (hopefully your company is one of them) and the influencers. Look for growth opportunities in new marketplaces when appropriate.
- What did we do well last year, and where do we need to improve? Some marketing plans are left on the shelf and not followed. In addition, even when implemented, some programs do not generate the expected results. In that case, it’s important to evaluate the components of each campaign, including the messaging, medium and the delivery. Ask for input from all team members to get a better understanding of what needs to change in the future.
- What is our sales process? Some companies leave selling to chance. A better alternative is to create a defined step-by-step selling process. Make sure the business development team understands each step. And, provide adequate training and tools to help them do their job effectively.
- What is our customer’s experience? Happy customers are loyal customers. Make the customer experience easy, enjoyable and convenient. When you do that successfully, they will purchase more from you and promote your company to their peers. Evaluate every step of the customer’s journey and work toward creating a customer experience that is unparalleled in your industry. Remember, the little difference makes all the difference.
- Do you have a strong focus on content marketing? In order to drive leads and better engage prospects, and at the same time, continue to earn customer loyalty, content marketing is critical. That means providing thought leadership in the form of information, ideas, suggestions, tips to your target markets on a consistent and frequent basis. Once a year, even once a quarter, is not sufficient to remain top of mind in the hearts and minds of your target audiences.
- Is your messaging customer-centric? Today’s savvy B2B customers can spot a sales pitch a mile away. Personalize messages to customers based on their pain points, needs and interests, and deliver them in a way they like. Successful organizations create tailored, relevant communications based on customer preferences.
- Is your marketing plan written, known and supported throughout the organization? While the vision, mission, quantifiable goals, strategies and tactics are important components of any solid marketing plan, they are not enough. Make sure your plan includes a budget, schedule, assignment of responsibilities and a method of monitoring and evaluating plan performance. Share the plan and get buy-in and then fine-tune the plan throughout the year.
Unfolding Your Marketing Strategy
As you answer these questions, your marketing strategy will begin to unfold. Start by focusing on the big picture and then define the specific tactics necessary to accomplish your goals. When strategy and tactics work in tandem, your organization can efficiently and effectively reach its goals.
