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Strategic marketing plays a critical role in any business. This is especially true for agencies where your ability to attract the right types of clients can make or break your business.
The Purpose of Strategic Marketing
Strategic marketing is the process of planning, developing, and implementing maneuvers that give you a competitive edge within your niche and help your business attract the customers it needs to thrive.
You cannot attract and keep clients without effective marketing. Ask yourself, what makes your business stand out and why would potential customers choose you over your competitors?
The name of the game is Opportunity Creation. Use strategic marketing to generate the suitable leads your company requires to grow. If you want your company to succeed, you must use strategic marketing and map out your objectives.
Planning is the most important phase of strategic marketing. You need to plan to analyze your company's strengths and weaknesses as well as define your ideal customer.
Remember, everything your company does from a strategic marketing perspective influences your position from a sales perspective. The types of clients you target impact the conversations you have when closing deals.
Ask, who are my ideal customers? More importantly, what do we need to do to secure business from them?
Developing a Strategic Marketing Plan
1. Identify Your Objectives
What is the purpose of your strategic marketing plan? Don’t go through the motions and haphazardly throw together a strategic marketing plan if you have no defined long term goals to guide your efforts.
Consider the clients you want to capture. Clearly define your ideal customer and imagine how those sales would benefit your agency. If you have well-defined goals, you are more motivated to take the steps to reach them.
Your goals should be measurable over a set period of time. Is there a specific number of leads you want to generate or a specific type of client you want to work with? Once you can answer these questions, you are better positioned to develop your plan.
2. Analyze Your Situation
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Evaluate the internal and external factors affecting your business and the market. Analysis is necessary to identify future challenges.
Situation analysis provides you with a clear idea of the health of your business, current and prospective clients, industry trends, and your agency’s position within the marketplace.
Typically, this stage of creating a strategic marketing plan involves conducting a SWOT analysis: Strengths, Weaknesses, Opportunities, and Threats.
● Strengths: What is your competitive advantage and what is your company doing right?
● Weaknesses: Where are you underperforming? What do you need to improve on to generate the leads you want to capture?
● Opportunities: What can you do that your competition is not doing? Are there improvements that will set you apart?
● Threats: Which obstacles stand between you and your goals?
Once this analysis is complete, the results can be used as a basis for your marketing plan. Again, remember to make sure your progress is measurable and your goals are attainable.
3. Create Your Marketing Plan
Now that you have identified opportunities through your analysis, it’s time to prioritize and map out which areas are worth pursuing.
Specify your target customers and decide how to reach them. Defining your target audience is essential. Don’t overextend yourself or your agency’s capabilities. You don’t want to appeal to the entire market. Instead, highlight a particular segment that aligns best with your agency’s goals and strengths.
Know what appeals to your ideal customers. The more you know about them, the more effectively you can offer them value. Create marketing content that specifically captures their attention.
Don’t waste time creating content that appeals to a wider audience and assume that your ideal leads will trickle in with the rest. Go after the clients you want.
4. Implement Your Plan
Reach out to your potential customers to persuade them to choose you.
There are countless ways to reach your target audience. Identifying the correct marketing channel is part of your prospect analysis. Whether you choose direct marketing, social media advertising, or other means of promoting your agency, what matters is that you reach your ideal customers.
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Strategic marketing is dynamic. You should regularly evaluate the results of your plan and adjust when necessary. If your numbers do not meet your goals and projections, you have to make the necessary changes to get back on track.
Remember, strategic marketing supports the entire mission of your organization. Your ultimate goal is to make sales to the correct customers.
Your marketing plan should be taken into consideration during future conversations with your leads. Strategic marketing impacts the entire sales component of your efforts to obtain business. What did your marketing plan indicate to your leads? What promises did your content make and can you deliver on those promises when delivering pitches and closing deals?
What About After Your Plan is Implemented?
Your marketing goals and needs change over time. Even if you are initially successful, stay proactive and revisit your marketing plan to make sure it remains relevant.
Remember, growth should always be your goal so it must be measured.
Overall, establishing a marketing plan keeps your goals organized and focused. The rewards of a strategic marketing plan continue to benefit you as long as you are willing to keep it current.