how to develop a winning marketing strategy · tf-idf (term frequency –inverse document...

presentation by Andy Woolley1

How to develop a winning

Marketing Strategy

A step-by-step guide


A marketing strategy defines how you are

going to market your products, services or

business to customers.


It lays out what your objectives are and how

you're going to execute them.


Sales

Activities that lead to selling of a

product/service. Short term win.

Marketing

Used to increase sales by getting

prospects interested in the

product/service.

Branding

Used to develop retention marketing

and says who you are.

Core ValueBranding is at the

heart of your strategy.

Branding MissionSet from the outset and remains constant.

Marketing VisionBuild awareness with tactical goals.


Broad Research

Market

Competitors

KeywordsMarket

Terminology, Technological changes,

Trends & Patterns

CompetitorsDNA, Business Models, Strategy,

Processes, Benchmarks, Reach

KeywordsHead/Seed > Long-tailTF-IDF (Term Frequency – Inverse

Document Frequency)

Sweet spot

Looking outward


Niche Research

Market Analysis

• Size & growth of market

• Your customers

• Spending habits

• Lifestyle habits.

Looking inward• Competitor comparison:

• Direct & Indirect

• Sales and Marketing

• Customers

• Brand

• Price

• Internal systems

• Touchpoints used

Competitor Analysis Company Analysis

• Business objectives

• How to achieve them

• Your strengths & weaknesses

• Product or service USPs


Strengths Weaknesses

Opportunities Threats

SWOT Analysis

Weaknesses

Disadvantages

Vulnerabilities

Limitations

Threats

Obstacles

External effects (Pestle)

Risks

Strengths

Advantages

Capabilities

Resources

Opportunities

Chances

Developments

Benefits


“Your value proposition is the reason people buy from you.”


Identify customer benefits

Clarify the value of your product/service

Creates a strong differentialbetween you and your competitors

= solve the customers’ problems


A value proposition is a

promise made by a brand

to the audiences with

whom it wants to build

relationships.

Your value proposition is

the reason people buy

from you.

*Source: widerfunnel.com

https://www.widerfunnel.com/how-to-create-an-awesome-value-proposition/


Points of Parity

(POPs)

These features are

important to your

prospects and you also

share them with your

competitors.

Same as competitors, but

better – strategy to fail.

Points of Difference

(PODs)

These are the game

changers.

These features are

important to your

prospects and not

available from

competitors.

Points of Irrelevance

(POIs)

Developed features that

add no value and

therefore, should be killed

off.

Concentrate on your

PODs


Value Proposition Examples

Increase market

share

Improve customer

loyalty

Bring in new

customers

Get existing

customers to buy

more

Introduce a new

product or service

Increase Sales


“Marketing goals are specific objectives described in a marketing plan.

These goals can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used

to measure marketing success.”


Goals are essential for marketers to be successful

RELEVANT

TIMELY

SMART

MEASURABLE

ATTAINABLE


Work through each Goal/Objective

D

C

B

A

Define the Strategy

Understand the Process

Select appropriate Tools

Choose one Idea


“Customers buy for their reasons, not yours”

Orvel Ray Wilson, 1984


Identify your target audience

QualityCost Service Value Delivery

Segment according to their needs and wants


Develop your Buyer Personas


“A semi-fictional representation of your ideal customer based on market research and real data

about your existing customers.”

Helping marketers getting closer to the consumer

“Buyer Personas are fictional, generalized representations of your ideal customer.”

OR


Understanding your customer’s mind

02

01

03

04

ResponsibilitiesWhat and who they report to?

Goals & AspirationsWhat do they wish to achieve?

FrustrationsWhat are their pain points?

Wants & NeedsWhat are they looking to do?


Social Media ChannelsComments, Reviews, Groups

Customer BackgroundAge, Gender, Marital Status, Goals & Values

Website AnalyticsGoogle Analytics, Search Console, Dashboard

Customer Reviews & CommentsFeefo, Trustpilot, GMB, Social Media, Forums

Gather insight from different platforms


Use of various Marketing Channels

BrandingTV /

Radio

PR

Direct Mail

Web Design

Video

Email Marketing

Content Marketing

Social Media

SEO

SEM

Digital Marketing

Multiple touchpoints over many channels, platforms and devices


In order to achieve this …

You need to ….


Decide on your Marketing ChannelsWinning process for proven results

List

Prioritise

02

01

03 Rank

Refi

ne


Decide on your Marketing Mix

List all marketing activities that could be used, regardless of potential.

Prioritise marketing channels into three containers: Now, Soon and Later.

02

01

03 Rank marketing channels based on required resources, costs, ROI and success.


Process chart with three phases

• Social Media

• Paid Ads

• Case Studies

• Social Media

• Blogs

• eBooks

• Whitepapers

• Conferences

• Webinars

• Direct Mail

• Events

• Global Campaigns

• TV Ads

Now0-3 months

Soon3-9 months

Later9 months on ..


Step 01: Carry out an Audit

Step 02: Develop Value Proposition

Step 03: Set Marketing Goals

Step 04: Understand Customers

Step 05: Establish Marketing Methods

Strategy Success!


More stakeholders = more opinions

Issues to address


Issues to address

Recommendations get watered-down


Issues to address

Goals are compromised


Remember to ..

Start small


Benchmarking is your friend

And Finally!


Contact meAndy Woolley has been practising SEO for seven years and digital marketing for over fifteen years.

Trained and qualified in various disciples he is able to communicate complex elements in simple, practical ways that generate results.

Swansea Digital Marketing

07946 212 620

facebook.com/swanseadigitalmarketing

@swanseadigitalmarketing

Any questions?

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