1. Check Out Your Competitors
It's always a good start to check out your competitors, which channels are they using, how often they are posting, and what they're saying. Start by signing up to their newsletter so you can get a good idea of their tone of voice, and understand their marketing tactics from the perspective of the customer.
2. Define Your Buyer Persona
Using buyer personas is key to developing your marketing strategy. Buyer personas help you understand your prospects and customers better by defining your target audience in the format of a semi-fictional character. Understanding how your ideal customer learns about products is crucial to developing your marketing strategy.
3. Choose Your Channels
When you're defining your buyer persona you'll start to research which channels are the most appealing and most frequently used by your ideal customers. After researching, choose which channels work best for your audience. This means social channels and marketing channels - do they prefer hard copy material? do they prefer Twitter over Facebook? Creating this mix of marketing channels is really important for driving your message out.
4. Set Your Goals
Understanding and setting your goals is important, what are you trying to achieve through your marketing strategy? Do you want to increase brand awareness and impressions, or would you like to generate tangible leads for your products/services? Its important to set some time frames to your marketing strategy and some numbers - how many followers would you like to have by the next quarter? How many leads would you like to generate? How many clients would you like to sign up?
5. Set a Budget
You don't have to invest thousands of pounds to set a budget to your marketing campaign. It could be a very small budget, as long as it ties in with your goals and the time frame you have. When you're setting budgets, remember that you should assign a budget to each channel or marketing method - how much do you want to spend on hard copy materials/events/paid ads?
6. Draw Up a Calendar
Drawing up a marketing calendar is CRUCIAL. It helps you to stick to your plans, organise your workload, and helps for assigning tasks to different members of your team. You should also note any events or holidays that might be happening so that you can fit your marketing message to suit. Once each piece of content is written, it's essential that you find a scheduling tool that works for your business and get it scheduled so that you don't need to worry about publishing times, you can move onto creating more content!
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