Most small business owners are experts in their business, but not experts in marketing, and so many don’t appreciate the difference between Strategic Marketing and Tactical Marketing.
Strategic marketing is the content of your message. It’s what you say and how you say it, including the concepts that you choose to focus on, the words and images you use to communicate those concepts, and the tone in which the message is delivered.
Tactical marketing on the other hand, has to do with the execution of the strategic marketing, such as placing ads, brochures, building a website, attending trade shows, social media etc.
How to make those tactics work, to attract customers and increase sales is to use strategic marketing.
The 6 key elements to a successful strategic marketing:
1. Market Position
Blow away your competition by making your business the best choice.
If you do not want epic failures and wasted money with your marketing, then don’t choose tactics first.
How do you create your market dominating position? It is all down to positioning – why should your customers choose you over all the other people or businesses who do what you do?
Most small business owners give very little thought to their positioning, but get it right and it gives you huge advantages – you can attract more of the right customers AND you can charge higher prices, which has a massive impact on your profit.
2. Target Market
Who is your target customer
Your marketing won’t get any success unless you target those customers who want what you’ve got to offer.
You won’t sell hamburgers to vegans’ you, you won’t sell pet care to someone without a pet, etc. Everyone is not your target market. You will waste marketing efforts and money if you don’t know your target audience and what they most want.
3. Message
Your marketing needs to successfully engage your target market to identify problems, frustrations, etc, your prospects have and then address them in your marketing. Their pain in most cases is their hot button. All the people want a solution for their problem. Address their problem in a compelling message to attract them, and then keep them engaged with the solution you offer.
4. Media
Now the media. Where is your audience? Once you know WHO they are, figure out where they are and what forms of media they use, so you can put your message right in front of them to attract them.
Where online and social are still the buzzwords of today, they are still just another ‘media’.
Your media needs to be carefully considered – don’t just hop on the latest bandwagon because you think you should, review your media in terms of who your customer is, and what will provide you with the best return on investment.
5. Your Offer
Have a great offer by providing the solution to their problem.
Create value in the offer to get the highest prices instead of cutting prices to get people to buy. Can you bundle things together, provide a guarantee there are many things that can increase the perceived value of your product or service.
6. Referrals and Testimonials
Consumer opinion now travels faster and further than ever before.
88% of people trust online reviews as much as personal recommendations
90% of people read business reviews before they visit a business
Online reviews can be the most effective marketing media for your business. They get you seen online and they build your reputation.
Also you really need to have a Google+ presence as Google is the go to search engine for most people who are looking for something online.
Top Tip:
Don’t trying to brand your business. People don’t buy logos! They buy solutions to their problems.
4 Tips for Your Successful Strategic Marketing
Strategic marketing is powerful. But how can you create an effective strategic marketing plan? Strategic marketing is a term that is thrown around casually and frequently, but how many people actually know how to execute a successful strategic marketing plan? There are 4 tips for a successful strategic marketing.
1: Understand your target customer base
The fundamental goal of strategic marketing is to utilize each other’s strengths to reach a larger audience base ‘ perhaps one that would not be available to the individual companies without the strategic marketing endeavour.
2: Evaluate what your customers need
When you think of your business from the customer’s perspective, it is often quite different than yours. Instead of evaluating what products would be easy for you to sell to them ‘ consider what products your customers need. This will help you find a strategic marketing plan for your business
3: Analyze the marketing tools to use
Carefully choose which marketing tools you use. Will you use offline, online, and/or word-of-mouth advertising? Decide if you want to create email marketing, PPC, or blog campaigns.
It is important to create a strategic marketing campaign that will highlight the strengths of your products or services and most effectively reach the target audience.
4: Implementation!
Once you have the strategic marketing plan, it is time to implement the excitement! Working together with a partner can open up significant more doors, in both revenues and market share exposure.
P.S.
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