𝐒𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐟𝐨𝐫 𝟐𝟎𝟐𝟒

𝐒𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐅𝐨𝐫 𝟐𝟎𝟐𝟒: 

𝟓 𝐒𝐭𝐞𝐩𝐬 𝐓𝐨 𝐓𝐚𝐤𝐞

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Mindisyourbusness.blogspot.com

As 2024 begins, market digitally with our tips on crafting a modern marketing strategy using key customer acquisition and growth channels! Depending on if your business is more transactional or relationship-focused, a marketing strategy can also own all the ways to encourage repeat website visits and purchases. 

Table of content

Setting Your Marketing Strategy From Scratch

1. 𝐋𝐨𝐨𝐤 𝐚𝐭 𝐭𝐡𝐞 𝐘𝐞𝐚𝐫 𝐈𝐧 𝐑𝐞𝐯𝐢𝐞𝐰

2. 𝐁𝐮𝐢𝐥𝐝 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐬

3. 𝐑𝐞-𝐞𝐱𝐚𝐦𝐢𝐧𝐞 𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐮𝐫𝐧𝐞𝐲

4. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡𝐞 𝟐𝟎𝟐𝟒 𝐆𝐨𝐚𝐥𝐬 & 𝐊𝐏𝐈𝐬

5. 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬

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Setting Your Marketing Strategy From Scratch

Create one which will have profound impact and drive conversions by following below steps:

1. 𝐋𝐨𝐨𝐤 𝐚𝐭 𝐭𝐡𝐞 𝐘𝐞𝐚𝐫 𝐈𝐧 𝐑𝐞𝐯𝐢𝐞𝐰

First of all, assess your past year (2023) performance. Review metrics and make data-driven decisions.  

Recommended metrics for marketing teams include:

MQLs (Marketing Qualified Leads)

Conversion rates at key points in your consumer acquisition funnel 

Customer acquisition cost

It’s also recommended to run a SWOT analysis visualizing your brand’s Strengths, Weaknesses, Opportunities, and Threats. 

2. 𝐁𝐮𝐢𝐥𝐝 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐬

Any marketing strategy should begin with a solid understanding of your audience.

Remember to go beyond basic demographic information. Marketing has grown more sophisticated into understanding our customer’s needs as well. Do a research on customers’ hobbies, interests, and priorities.

For example, if you’re a company creating baby products, rather than marketing strictly to women and mothers, consider single dads, brothers, sons, and other adjacent communities that may also have a need for your goods! In short, drive important barrier-breaking conversations forward. 

Identify potential customers through building effective personas.

3. 𝐑𝐞-𝐞𝐱𝐚𝐦𝐢𝐧𝐞 𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐮𝐫𝐧𝐞𝐲

Take another look at the customer journey! As the world evolves, our schedules, priorities, and routines are probably different than when you first mapped your customer journey. Users might be online at different times, meaning the right moment to reach out for the highest conversions will look different than before.

Scenarios include encouraging customers to keep coming back if they’re not ready to purchase. And when they are ready to buy, the purchase flow and CTAs should be straightforward. Make it easy for them to complete their checkout. 

Think in your customers' shoes to smoothen the conversion process.

4. 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝟐𝟎𝟐𝟒 𝐆𝐨𝐚𝐥𝐬 & 𝐊𝐏𝐈𝐬

Goals and KPIs are the bread-and-butter of marketing, and help your marketing strategy take shape. Tie success metrics to each goal, assign responsible individuals, and track your pace.

Taking what you learned from last year, it’s now time to identify any new objectives and KPIs with achievable benchmarks.

5. 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬

Lastly, assess the channels you are currently using to see where you should focus your efforts. Perhaps you’re ready to launch a TikTok account, or start a YouTube channel, or perhaps you now have a bigger budget for more digital advertising… The key is making sure you’ve covered all major areas of Paid, Earned, Shared, and Owned.

Choosing the right channel(s) to make your marketing cost-effective!

This article is originally published by Meltwater:

Meltwater provides social and media intelligence. By examining millions of posts each day from social media platforms, blogs, and news sites, Meltwater helps companies make better, more informed decisions based on insight from the outside. Learn more at meltwater.com.

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March 8, 2024

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