Welcome to your comprehensive marketing playbook, specially curated for your business.
This free guide will provide you with a detailed roadmap to effectively strategise and execute your marketing plans, keeping in line with your overall objectives and vision.
Let's dive in!
Overall Objectives
Your primary objective is to address 'The Problem Statement'. That is, the most crucial problem your company is currently facing. This challenge is directly linked to your mission statement.
Marketing Strategy
The marketing strategy is built on a foundation of clear business understanding. There are a number of templates and approaches which can be harnessed, however the ultimate guide provides you with two clear recommendations:
The SWOT analysis which, is a tried and tested methodology identiying your organisational strengths, and weaknesses (typically internally focused) as well as your overall opportunities and threats (typically externally focused). This analysis helps you to understand your market position and make informed decisions moving forward.
Growth Share Matrix: The Boston Consulting group's product portfolio matrix (BCG matrix) is a crucial tool for your long-term strategic planning. This matrix helps to review your portfolio of products and services to determine which ones to invest in, discontinue, or develop further. Note to Boston Consulting - I remain opposed to your use of the term "dogs" for unworthy products and services !!
Audience Segmentation
Understanding your target audience is absolutely key to your marketing success. The audience segmentation process enables you to categorise customers into distinct groups and thereby providing you with a better understanding of their needs and behaviours. In order to do so, two primary frameworks are recommended:
Empathy Map: The empathy map is a popular approach used to collate in-depth insights into our customers' thoughts, feelings, pains, and gains. The approach humanises your target audience for more effective and engaging campaign execution.
Customer Journey Mapping: Mapping the customer journey allows you to visualise the process that customers will go through when interacting with your company. User actions, touch-points, and possible sentiments are taken into account during this process, helping you to identify opportunities for improvement and ensuring your customers are delighted at every interaction point.
Value Proposition: The Unfair Advantage
Your value proposition must set you apart from the competitors. It's your 'unfair advantage' - a summary of what your company does, who your audience is, and how your offerings meet their needs better than anyone else in the market. This is an area of your strategy which requires time and collaboration. If you can replace your company name with any other company in the market then your value proposition is not unique.
Messaging Ladder and Architecture
Effective messaging brings your marketing strategy - and the voice of your organisation - to life. Clear messaging should outline the value of your product, the personal benefits it brings, and its key features. A messaging ladder template is provided to help you lay this out. From here, the messaging architecture then translates these key messages into concrete sales plays, transforming your narrative into a foundation to driving organisational growth.
Go to Market strategy
Your go-to-market strategy is designed to deliver your product and services to the market efficiently. The framework provided helps to driving you to consider all the key elements - what are the key buying channels? What will influence decision making? Who will sell your product? What partner types are needed? What markets are you selling into?
Stakeholder management
Management of stakeholders can be complex, particularly if you are working in a matrix organisation. The approach that has worked for me is the RACI (Responsible, Accountable, Consulted, Informed) model.
Content Strategy
Your content strategy defines how you harness different types of content to engage your audience and achieve your marketing goals. Mapping your content strategy to show how this will be executed across various owned channels, including our website, social media platforms, and earned outlets such as news and social media outlets helps to determine where you will spend the time and efforts of your team for the best business outcome.
Campaign Strategy
When planning a campaign, there are many elements to consider: how to create engaging content and how to optimise the user experience (UX/UI), and leveraging different touchpoints such as email, website, or store for each phase. To drive maximum reach and impact, an integrated campaign should be tailored and executed across all platforms. This requires strategic thinking, team engagement and orchestration across the business. Templates to help you plan and communicate your campaign strategy are provided to support you through this planning.
The Martech Stack
The technology stack leveraged across your marketing efforts may include tools for managing contacts, content, customer data, and collaborations. A basic framework is provided to help you map your requirements. The examples included are based on my personal experience and preference such as LinkedIn Navigator for managing contacts, Hootsuite and Wix for content management, Mailchimp for email marketing, and Google Analytics for data analysis.
Aligning Marketing Metrics to the Business
By aligning your marketing metrics with business objectives., you are ensuring that your marketing efforts contribute directly to the growth and success of your business. A template to help guide you on the alignment of marketing KPIs with business KPIs is offered to help you build and communicate this alignment with your business leaders.
In Conclusion
We do hope that this marketing playbook helps you and your team get to market quicker, with effective planning and execution. If there are areas which you would like to see added to our ultimate guide please reach out to the JMORA team at hola@michelleczamora.com
Download your guide here
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