Without a plan of attack, a marketing strategy is worthless. As you develop your marketing campaign, pay attention to your business objectives, audience needs, and practical limitations. With careful planning, you can launch your strategy in a way that makes the most of your company's resources and manpower. A well-executed marketing strategy can reach new audience sectors, boosting your company's profits and taking your business to the next level of success.
Develop a marketing calendar. To keep execution of your marketing strategy on track, list the milestone dates and use them as a guideline during the process. Include time for researching, developing materials, and distribution. Assign a team member to each task and post the schedule, so that everyone on your marketing team is aware of the overall plan.
Select a target audience that will help you achieve your end goal. Research the audience and gather information about their shopping habits, professional lives, free time activities, and personal preferences. The more information you gather, the better you can refine your strategy.
Research the media that will get your marketing message in front of your audience. Based on your audience analysis, choose media that your customers might use when they're ready to buy. Consider social media, email marketing, poster campaigns, brochures, websites, or print and digital advertisements. Choose specific publications or locations, and take note of fees, requirements, or guidelines.
Design your marketing materials to work with your target media. Write copy that will appeal to your audience when they're interacting with the media: for the internet, for example, use short sentences and attention-grabbing headlines. Choose imagery that will speak to your target customers, and design each marketing piece to focus on the benefits your company offers customers.
Distribute marketing materials at a time when your target audience will be receptive. Use your audience research to pinpoint the ideal time for a customer to receive a marketing message. For business customers, for example, you might choose a distribution time during regular business hours, on a day that recipients won't be overloaded -- like Monday or Friday. Look for times that your customers are thinking about purchasing your type of product or service, and when they're not likely to be preoccupied with other concerns.
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