• Alyssa Williamson

How To Build A Marketing Strategy

Updated: Apr 21, 2019

Business owners spend the majority of their time developing ideas and products to best service their customers, but what does it take to reach the next level? Marketing is about how to best explain, teach, and promote your service or product above competitors. Creating a marketing strategy can not only improve your brand’s value, but is also the secret to long term success.


Here are 5 ways to begin developing a marketing strategy for your business:


1. Establish your Unique Selling Proposition.

  1. A USP or Unique Selling Propositionis a compelling sentence that describes the essence of your business. It should describe what sets you apart from your competitors. For example M&M’s was “The milk chocolate melts in your mouth, not in your hand”.

  2. Small businesses are forced to compete with both other small businesses and larger, retail chains. Your business may have a superior service but unless you can reach potential customers, they will have no reason to choose you over a competitor.


2. Define your Target Market.

  1. What is the demographic of people who show the most interest in your service or product?

  2. Think about the specific needs your product or service fulfills. For example: if your business is designing websites, you would focus on business owners and not retirees.


3. Establish the Benefits

  1. How will the features of your product transform your target audience in a positive way? Knowing the real value of your service makes it easier to deliver on the promises made in your marketing efforts. Example: Client testimonials are an excellent platform to demonstrate how valuable your product is. Create videos for your Facebook page or Youtub


4. Determine your Positioning

  1. What is the best method to reach your target audience? Positioning your product is the way in which a service is viewed. It is the multimedia outlet that is controlled by the person doing the marketing. Examples: advertising, newspapers, social media or word of mouth.

5. Define your Marketing Method

  1. Inbound marketing focuses on creating an online presence through informative work such as blogs, social media outlets, websites, and other publications. It is a more passive form of marketing that focuses on establishing the business’ brand.

  2. Includes paid search marketing, content marketing, opt-in email marketing

  3. Outbound marketing attempts to initiate a conversation about a product or service by paying to insert an advertisement in places where it may reach the most people.

  • Includes radio, tv advertisements, web advertisements, billboards, event sponsorships


Once these five components of the marketing strategy have been set, the next step is to begin circulating your marketing initiatives and measuring the results. Products like Google Adwords and Facebook Advertising have built in analytic tools that make it easy analyze what is working for you and what is not. The three words to live by are: Repeat, Prioritize, and Optimize. For your campaigns to perform well over time, they need to be distributed at regular intervals, prioritized by what option is best for the business, and regularly adjusted to ensure your marketing efforts are doing the best job possible.

Alyssa Williamson

Creative Director, Apollo Digital Marketin

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