As your business grows and learns to work with new marketing promotion tools on the Web, you may need not one competent employee who can accommodate all the functions of an Internet marketer at once. But a whole team of specialists can be contracted from a third-party company or recruited from the state.
7 tips for developing a marketing strategy
Form the system. Start with a general creation of the company’s business model, gradually moving down the levels (business development strategy, general marketing strategy). Until you get directly to email marketing software free. The latter should organically be part of the overall structure and complement the levers of sales and product promotion you already have.
Act as planned. You should not try to grasp the immensity and at the same time grab many complex tasks. Especially if you do not have the appropriate staff, divided into teams, each of which clearly understands the tasks assigned to them. Instead, it’s better to focus on the tasks that give you the most value.
Plan your activity. Based on the prepared marketing plan, distribute the upcoming tasks in time in such a way that each will achieve the goal by the required deadline.
Analyze the dynamics. Assess the work done at each stage, analyze changes and market trends. And, if necessary, correct intermediate tasks of the marketing strategy in time to achieve maximum efficiency.
Choose tools. Start with the marketing tools and methods that can bring you the fastest results.
Analyze efficiency. Use web analytics to measure the effectiveness of each tool.
Invest wisely. Based on the analysis of the work of marketing channels, choose the most effective of them for subsequent investments.
What tasks should the tools cope with?
Formation, coordination, and implementation of a marketing strategic plan. This function is the main one for a marketer and, in addition to directly performing the planned marketing tasks. It includes the preparation and approval of the document itself with business leaders.
Analysis of competitors. Compared to offline business, monitoring online competitors looks much easier. All you need to do is go to their sites, follow their online advertisements, news, subscribe to mailings and communities on social networks.
Selection and analysis of the target audience. The specialist must clearly understand which groups of Internet users are included in the target audience of the company. Here information is accumulated to form a consumer’s portrait and what characteristics should be taken into account.
The duties of an Internet marketer include analyzing the target audience at the following levels:
- General level. Description of the portrait of a typical average user by geographic, psychological, socio-demographic, behavioral characteristics. This allows you to draw up a clear image of a potential client by his character, habits, lifestyle, age.
- As for the B2B market, in this case, the main emphasis in drawing up a portrait of the target audience is on the size of enterprises. Here are important their financial capabilities, the main tasks, and persons whose solution affects the decision to purchase.
- Description by commodity group. A potential customer is described in terms of his typical behavior with the target product or service of the company. The frequency of use of this category of products, the frequency of purchases, the range of brands chosen by the client. It’s the attitude to specific attributes of the products, the choice of the place of purchase is taken into account.
- Brand success. The attitude of the buyer to a certain brand, which is the company’s product, is analyzed. The portrait is formed using such characteristics as the level of awareness of the target audience about the product, the degree of brand loyalty, the formed attitude to the brand’s image, the presence or absence of a desire to purchase the product of this brand.
Written by Denys Cartman