How To Build Your Marketing Strategy

After understanding our business and our customer, it’s time to identify how we’re going to go about our online marketing. So, you may have noticed a pattern in our previous examples. Each strategy builds on the strategy that precedes it, and each time we get even more specific. Our marketing strategy will actually be many individual plans, each tailored to one goal for an audience segment we specified. To help put that into perspective, let’s review the following table

image 1

Earlier, we identified an audience of 18 to 35-year-old females interested in fitness, and one of our business goals for that audience was to sell H+ nutritional supplement. So our first marketing strategy will be focused on this goal as it relates to that customer segment. From here, we’re going to look at the channels we intend to market on and then develop a marketing idea through each of those marketing medias available to us: paid, earned, and owned. At this point, you might not have a sense of all the channels available to you, and that’s ok. Take an educated guess for now, and then refine this plan as you continue through the article. For this audience, we anticipate marketing on Facebook, Pinterest, and our blog, and for our paid media, we will need to identify what we intend to do under each channel. In this case, H+ will run ads relating to their supplement on Facebook and pay for sponsored links back to their blog on Fitness.com.

image 2

Now not every channel has to participate in each medium. In this example, we are not doing any paid media on Pinterest. Next, do the same for your earned media because this is our organic effort, we’re really identifying what we’d like to see happen. We might need to leverage the efforts in paid and owned to influence our earned media. Here, H+ will aim to see viral campaigns, and in an effort to help encourage blog distribution, we will be adding share links and questions in their articles to inspire conversation. Finally, make note of what you can do with your own media as it relates to each channel; this might be as simple as posting on Facebook, or it might involve a complex email campaign.

Remember, online marketing is an iterative process and you will work to continuously approve upon these ideas. As you build out a new audience, new objectives, and new channels, you will want to make sure you have your coverage with your marketing strategy. It’s important to be flexible; as you collect more and more data, you’ll be able to get closer and closer to your real targets. You may also learn that your plan was too aggressive, or maybe it’s even too conservative. There’s a lot to think about when you build your marketing strategy, so spend time doing research to further understand your business, your customer, and the marketing channels available to you. You may choose to implement all of the strategies available to you, or you may choose to ignore a few. Both are valid options depending on what you’re setting out to do. All in all, your marketing strategy is the final piece of the puzzle: build it last and revisit it often.



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