15 Steps to Create Business Marketing Strategy Under any Budget

 21 Apr, 2021

Introduction

Are you a small business owner struggling to get the desired qualified leads & customer retention? Or are you a big business with poor conversion rates & ineffective brand reach? If so, it looks like you are ruling with a lifeless marketing strategy or no strategy at all.

In case, if you are following historically old marketing plans & actions:

  • Are you able to find the perfect balance between paid & organic marketing?
  • Do you have plans on how to make full use of social media or Search engines, remarketing, retargeting, and tools like Google Adwords & Google Analytics?
  • Do you have teams identified who will be pushing the marketing tasks to the next steps?
  • Do you know what all marketing methods to use to get the right traction?
  • Do you know what type of ad campaigns to target on which media platform?

Do you see killer brands like Nike, Red Bull, Coca-cola & wonder “what amazing marketing gimmicks they have managed to pull”? Well if you do, that’s very natural & competitive of you. But let us tell you, none of them hit the bull’s eye right away, by directly jumping onto the marketing best practices. Instead, they started with a concise, cohesive & well-calculated, researched base-level Business Marketing Strategy for business.

Are you a small or large business with a sinking brand image? Are you spending your fortunes on running paid campaigns, getting creatives, and putting forward marketing best practices? Yes? Looks like you are a novice to budgeted & streamlined marketing strategy for your business. 

Marketing is a very patient act, you can’t get finesse in it overnight, you need to have robust research & strategy in place to decide what, when, how will you proceed.

Now you know the importance of business marketing strategy, but are you planning a documented one, that’s a concern!

Why Do you Need a Documented Business Marketing Strategy?

Marketing Strategy is an action plan defining your visions, steps, and strategic efforts you require to take, in order to advertise, sell products, services, and values to the real target customers or at least create a hype about your business with powerful brand positioning and awareness by perfectly gripping all digital touchpoints.

“Do you know marketers who document their marketing strategy, they are 300% confident that the efforts they led were working in favor? Relating to its success, 41% of marketers did make a marketing strategy for business in 2021.”

You won’t realize, but a written marketing strategy in a spreadsheet or documents format can help you ensure:

  • You have all the needs, actions, resources, methods aligned for everyone
  • You have clarity on what steps you need to establish & achieve
  • You always remember what you are entitled to perform next
  • You can always tweak your documents & remodel your plans (in case certain plans don’t go as imagined)
  • It keeps all the parties around marketing practices know what to expect, it’s like a memo or circular that everybody has handy & can work towards it
  • It is easy to track what you all did, how you did & measure & write the end results for either each month, quarter, or year.

Do you already have a business marketing strategy in place?

 If so, who reviewed it? 

Did it get you the desired traction? 

Did it help you succeed with desired conversion rates & revenue goals? Oh, it sank? Here are the reasons why it didn’t make it to the other end, the other end where your potential customers are waiting with big purchasing power.

Your old Marketing Strategies business proceeded with, failed because:

  • You didn’t document the steps, resources, methods, tools & expertise in a written format, which led you in a haywire direction & ended up sulking more cost, time & zero results. Or if you did document, you lacked certain points that you must have addressed.
  • You either didn’t have a specialized team to support the tasks or if did, they were not in great potential or sync to deliver cumulative results. (The marketing teams needs to be experienced & open enough to work in an agile manner)
  • Marketing methods you planned were basic or too obsolete, you didn’t leave room for new marketing efforts & methods. (Do you know you can use the largest community website Quora for publishing ads too?), oh, you didn’t think otherwise.
  • You failed to find a balance between organic & paid marketing efforts & ended up being either too dependable on organic marketing or too much on paid ads. (Search engine marketing demands an equal balance of paid & organic marketing).
  • You jumped directly onto the marketing tactics & tools, without doing extreme profiling on customers, market & competition.

No matter what would have been your reasons for failing business marketing strategies, we are here to help. To help you how to create marketing strategy that’s solid, intuitive, flexible, and powerful enough to drive amazing conversions. 

15 Ways to Create a Perfect Marketing Strategy for Any Business

There are no perfect steps to create a marketing strategy for business, but here are the few ways that you can follow to create one for your competitive, driven, old, or any newfound business.

Let’s get ahead with the 15 ways on how to create marketing strategy from scratch:

1. How well do you know your business?

Are you clear with what your business, its products are all about? Before jumping into the marketing funnel, you need to be clear enough to understand:

  • What type of business are you, is it eCommerce, plain & simple B2B or B2C, service business, or some service or consulting agency?
  • Are your products or services serving the desired quality?
  • Are they unique enough to sell & strike an emotional connection with prospects?
  • Do you know what different values your products are capable of adding?
  • Are your costs of goods sold under control, are they competitive enough or customers are happy to pay?

You need to start from the grass-roots level & understand the offerings you deliver are solid enough to market. Answer these questions with the help of business data you have been piling around. In case you are missing such information-based data, use your hunch or gut feel to realize & resolve these challenges to build a marketing pipeline.

2. Where do you see your business in say next 5 years? What are your Overarching Goals?

Every business has a purpose, a goal, a long-term vision that it seeks to achieve over the years or during its lifetime. What are your ultimate goals, you wish to crush:

  • Is it to produce more quality products or deliver more services?
  • Is it to sell the maximum inventory?
  • Is it to retain the existing customers?
  • Is it to target the new segments, new customers, or new markets?
  • Is it to hype the brand awareness?
  • Is it to be a bigger brand in your industry by striking perfect brand positioning & perceptions?
  • Is it to go from local to global?
  • Or is it all of the above?

It’s very important to know what specific & possible goals you are trying to achieve before you could jump ahead to marketing gimmicks & steps.

3. Come on, Now Tell Us Your Marketing Goals

Now you need to address some practical marketing goals that you are anticipating. Every marketing method has a purpose, a whole intention behind it. What’s your intention to develop a marketing strategy/plan:

  • Is it to generate organic lead & conversion?
  • Is it to penetrate faster in the global markets online?
  • Is it to win brand recognition & amazing impressions?
  • Is it to drive traffic, reduce bounce rates & stick around the target buyers for long?
  • Is it to open streams of revenue through various digital touchpoints?
  • Or is it all?

Whatever “goals” you have thought for behind your marketing strategy, for business, make sure they are:

    • Achievable - Not impractical and very much impossible to achieve
    • Relevant - And contributes to your overall business goals (otherwise, it would waste your efforts)
    • Specified - Are you clear of what you are asking for?
    • Agile - Can it be pushed easily & quickly without much time, codependency, or additional resource requirements.
  • Flexible - Uncertainties are inevitable. Are your marketing goals up for them? Suppose market changes, technology upgrades, sudden layoffs happen, new heavy competitors enter, are your marketing goals flexible enough to take a detour to still manage to achieve the ultimate business goals?
    • Measurable - Can you track & evaluate its success? Or can you re-evaluate it in the further months or years?
    • Time-centric - Can you track it in terms of time? Like is it possible to achieve within a say 6 months or 9 months or a year (whatever timeline you set)?
  • In Sync with your team & departments - Are your marketers or departments on the same page regarding their obligations & the goals planned for ahead.

4. What’s Your SWOT Analysis? Ever Did That?

“A SWOT analysis is about asking a lot of questions around team & business stakeholders about what are your business’s key strengths & true weaknesses? What could be your opportunities? What could be dangers posing around?” - Author: Amanda Lang

Just knowing your company’s products or goals isn’t enough, you need to understand your ill areas or areas where you have ample scope to improve & give tough competition to your contemporaries.

It’s basically a data-driven, reality-based, fact-driven approach that explains the current & future potential of your business or its initiatives individually!

SWOT analysis will be like a healthy reality check to you, which can make you feel proud of what you achieved so far and also motivated enough to know what you could have done better to achieve more.

So here is how the abbreviation SWOT unfolds as:

S  stands for Strengths 

This area makes you analyze the core attributes that make you immune enough to stand & deliver in the market. It could be:

  • Your product’s quality or uniqueness
  • Affordable Price points
  • Polite customer services
  • Amazing inventory buyouts
  • Or more such things you are proud about

W stands For Weaknesses

This could include the real weakness or challenges of your business. This could include your:

  • Dying sales
  • Poor communication channels
  • Outdated technologies
  • Lack of knowledge on latest markets
  • Or more many things

O stands for Opportunities

This could include the next best steps that a company could take to grow & expand. This could be summed up as:

  • New product entry
  • Market expansion
  • More quality to the product
  • Types of more services
  • International market takeover
  • All such factors give hope that you can hustle & bag more improved business

T stands for Threats

Every business has some direct to indirect threats hounding over its head, which could be:

  • Loss of product demand
  • Increase in heavy competition
  • Change in market taste & preferences
  • And more such factors that could affect your business in basal or serious terms.

Knowing your SWOT will help in discovering the insecurities that you need to overcome with your market plan.

5. Not Everybody is Your Customer - Are you Selling to the Right People?

If you think everybody is your customer, then you are mistaken. Every business has its own set of intended customer base, to whom they want to share their:

  • Brand value
  • Product & services
  • And marketing collaterals & messaging

To lay an effective foundation for marketing, you need to know who your real audience or target buyers are in the market. For that, you need to build a robust buyer’s persona, a detailed description of who your potential buyers are (could be), where their buying interest lies, what they look like, their intentions behind using & disposing of a product/service, and every description that sums up your real customers’ thoughts & traits. 

You can identify your target buyers and profile their persona based on the following factors:

  • Geography - If you are a local business of Arlington & are targeting there only, how can your target buyers be from Sydney?
  • Demographics - What are the unique identifiers of your audience, like their age, gender, marital status, etc?
  • Buying power - Are your products made for low-income groups or the luxury class?
  • Psychographic - This is another factor based on which businesses should consider profiling their customers. This could include components like their goals, values, desires, lifestyle choices, emotions & values.
  • Behavioral aspects - These aspects cover the attitudes, beliefs, rational intentions, or preferences behind buying a product or service.

By knowing these 5 aspects, you will know in favor of whom you need to align your marketing strategy & upcoming tactics --- with great personalization & innovation.

Here are some ways to research & find the right buyer persona for your marketing funnel:

  • Create & invite visitors to fill surveys
  • Find your target through social media channels
  • Check to whom your competitors are targeting
  • Closely analyze your product & find out who is an ideal buyer for your products

6. Where Is Your Target Market Headed? Want to Know That?

Now you know who your specific customers could be, but do you know what marketplace you need to target as a whole. The best part about putting yourself in an online marketplace is that you are limitless in targeting any market size, segment, or area, remotely. So sit down & understand, where is the market, where your target buyers are headed:

  • Is it in the local market, the limited place where you are both offline & online?
  • Is it in the different regions?
  • Is it the different nations across the globe?
  • Or is it in the different industries?

Once you stumble upon your target market, do find out its scope, population, intensity, future, and growth prospects. Because based on them, your marketing strategy for the business will vary & differ for each of the market types you are catering to. 

For Example - if you are just in a local market, you will be needing local SEO efforts to market your business, while if your business market is headed globally and in different markets, you will need to strategize different aggressive marketing strategies inclusive of push marketing, viral marketing, or marketing automation, etc.

7. Who is your business Rivaling against? Do you Know Your Competitors too?

Don’t say you don’t have a competition. In this digital ecosystem, every business has either very strongly or loosely related competitors hanging around with their axe, waiting to chop you off from the market with their upbeat marketing strategy & tactics.

Knowing who you are competing against can help you outdo them & create a differentiation in the market, before them!

You don’t need to have Sherlock Holmes-type detective instincts to dwell on your competitors. You generally have 2 types of competitors:

Direct Competitors

Someone you should be serious about. You need to know from roots!

In this type of arrangement, your competitors will be selling similar products, services, or values just like yours. And your target customers will put both of you before the scale to complete their buying journey with either one of you.

Indirect Competitors

These competitors don’t sell the same product & still might be your competition as they might be delivering the same digital experience as websites or content as you are. So, they are in your business competition, digitally. 

An example of this could be --- Two businesses selling education online with different courses, but writing the same motivational type of copies to lure the attention of new-age digital learners (which both of you aim to target).

How to identify my competitors --- based on direct & indirect competition?

How to identify your direct competitor?

  • Look at your product/service & find what names similar to your product in your region are very popular
  • You can conduct the reader’s survey
  • Have a feedback session to evaluate users brand options
  • Be a part of social media communities, online forums
  • Use social media posts, polls to understand the customers preferred choice

How to identify your indirect competitors?

  • Do keyword research, you can search for the keywords you are planning to target & then can get the list of competitors ranking on them
  • Search the keywords or the message you are meaning to deliver online. Find out the blogs, topics & see under which names they are published.
  • Talk to your customers, they will tell you what other options they land up to when doing a search for your business’s keyword (remember that online learning platform example)

Knowing your competition isn’t taxing. You just need to put the right actions at play and you will find them. Knowing who your rivals are will help you have a vulture eye on their marketing strategies & actions & will motivate you to always do better than them.

8. Evaluate Your Business Resources - Time, Money & Manpower is all You Need!

To hit a successful road of marketing, you need to have an understanding of 3 things - Your monetary funds, timeline (because time is money), and manpower with true wisdom.

  • What should be the marketing investment? If you are hitting the road without planning your funds, you can land up in great havoc. You need to plan how much money it's gonna cost you while planning & deploying the marketing endeavors (all based on your company size & investment).  Experts say, you should plan a marketing budget as 5-12% of your total revenue, in case of B2C business. However, the outlay can be from little to mostly up from this, in case of marketing for B2B or small businesses who are trying to create a mark from scratch. Be realistic with your business size & numbers & then figure out a budget.
  • Set & anticipate practical timeline - How much time does a marketing plan & actions take to reap the results? Well, this can’t be pre-decided. But you need to be patient enough to see the results. Like the timeline can depend on the business type, size, external or internal circumstances. To start seeing results, it can take up to 4 months, 9 months, or even more than 12 months, all depending on complexities you have around. So you need to document down a feasible & practical timeline, within which you would want to start seeing results.
  • Manpower with true wisdom - Every business has a different manpower with unequalled skills & this plays a very important step in defining the success of your business marketing strategy. You need to identify & understand your manpower at play to deal with 2 scenarios as follow:

Scenario : 

If you are a small business with a few or zero marketing team!

Solution : 

Chances are you are a budgeted firm with less capital disburse. And might have zero to very few marketing titles working under. You could be yourself handling the marketing operations as being a CEO along with zero or 2 marketing leads. If so:

  • You as a CEO would have to understand online marketing end-to-end with deep research & learning.
  • You & your little team would have to plan the actions & document what you need to do next.
  • You need to learn how to be that analytical, intuitive, flexible, and foreseeable enough to reap results.

In short, you require hard work to end-to-end understand & implement the best marketing practices in place. Hence, your marketing strategy for business should be more research-centric, and full of actions you need to undertake next. 

Scenario :

You are a big firm with multiple Marketing Titles & a team!

Solution : 

You could be a big enterprise or multinational company with diverse marketing titles as marketing VP, marketing manager, SEO team leads with great leadership, forecast skills, and ability to meet your visions & numbers. But are they good enough to go beyond creating & publishing marketing copies? Like:

  • Are they data-driven or adept in great data analytics?
  • Do they know how to connect the backend with marketing tools?
  • Do they know marketing automation (the new way of automating & streamlining marketing)?
  • Can they do effective retargeting & remarketing?
  • Can they drive effective AB tests related to website landing pages rather than just over search engines & social media?
  • Can they find the reasons behind the dying conversation rate & improve it?
  • Can they help with CTR, engagements & reduce your customer acquisition costs?

Marketing roles are about looking deep within the layers & finding the remedying online marketing solutions that could help sell the product. It is way beyond than applying simple, easy & timely steps. 

Find out if your markets have such a level of acumen to drive your strategy or not!

If all three resources are not in sync or up to the mark, you can focus on core business by hiring professional digital marketing services that act according to your budget & patience level!

9. Understand Users Marketing Funnel To Market Yourself Better!

“I know about sales & customers funnel, didn’t know there is funnel even in marketing” --- you must be thinking. Do you know a customer goes through 4 different stages before actually buying your product & turning into your long term-customer?Here are the 4 marketing funnel stages you should know & plan actions around.

Funnel Stages

What do they mean?

Awareness

Customers are looking for a solution to their problem & you need to address that with your products & services by creating awareness about it.

Interest 

You are supposed to pique the interest of customers towards your products or services by highlighting the benefits & usability.


Desire

A stage where you tempt your buyers to crave your products/services rather than just like them. 

Action

You persuade them to take the next best step i.e. of buying & retaining as customers with compelling CTAs & offers.

Loyalty & Advocacy (Additional factors)

If the business offers an exceptional buying experience along with additional support, this can create immense loyalty and positive word of mouth to bring more referrals for the business.

Why do most businesses fail to get the desired action or conversion?

It’s because they don’t evaluate the path that it takes to convince & nurture the leads to convert. Most businesses simply jump into implementing the marketing methods, this is why they don’t reap the desired benefits. Dissecting and planning actions according to this marketing funnel can really help multiply your brand awareness and conversions in an expected manner.

10. Which Marketing Method are You in Favor of? Paid or Organic?

There are several channels to reach your target customers online & each channel has different marketing methods that you need to stay focused on. Some of the options are:

Marketing Methods       

What happens if not applied?

When You Plan?

Search Engine Optimization  

SEO is like doing a GYM routine, if you skip it entirely & in continuation, just like you would stop growing extra muscle, you could lose potential traffic, ranking, link building opportunities, website & domain authority.

SEO stays for long-haul & is good for roping organic, continuous & cost effective results as:

    • Amazing SERP visibility, traffic & ranking 
    • Great website authority
    • Proper inbound & outbound link exchange

Social Media Marketing 

If you don’t focus on social media, you will be facing major FOMOs on social media channels. And would lose all the chances you had in your way to building trust, credibility & rapport with your young & thriving prospects.

Social media optimization if planned & done right can get you:

    • Amazing brand reach.
    • Growing followership & trust.
    • Amazing chance to connect on an emotional level with your prospects.

PPC advertising 

If you will just rely on organic marketing, you will lose big on listing yourself on top of organic results, creating impactful brand awareness, and bringing back the customers who are actually interested in buying your products.

PPC is the best way that helps to squeeze every penny of your ad spend to get the desired return on ad.  You can custom decide the budget, choose the keywords & write the attractive copies & get amazing click-throughs & impressions anyhow!

Email Marketing

Without email marketing, how would you reach those subscribers or make your prospects aware of every conversation you start?

Plan a robust strategy for emails too as they are still one of the best marketing methods to gain user engagement, and lure them to become long-term customers.

Content Marketing

Without content, any of the above marketing strategies is just a pure dump. If you don’t know what to write, how to write & where to write, how could you start a compelling & informative communication with your prospects? 

Content marketing is the best marketing method if you want to build a community of buyers who are:

    • Informative
    • Rational
    • Emotional
    • Loyal & long-term

Other than these, you can lay your focus around brand marketing, video marketing, affiliate marketing, marketing automation, etc. No matter what online marketing methods you choose, they should be doable, measurable, according to the interest of your target audience, and flexible enough to amend last moment changes. Create a plan for each of these methods & see what type of actions you would like to bring forth to get the desired results & how.

In case, if you are still a fan of traditional marketing, you can plan around & give room to offline marketing methods as well, alongside the above online marketing methods ---like - billboards ads, print ads, live demos, telemarketing, sponsorships, discounts, holiday specials, and so much more.

Also, decide what type of free or premium marketing tools you will deploy under your given budget, for different realms of marketing like email, social media, content, SEM, etc to act upon your marketing needs.

11. How will you Create your Content & Creatives for Marketing Touchpoint?

Without great content & creative visuals, you can’t expect to get traction from your prospects. This is why you need to identify:

  • What type of content or copies for internal & marketing collaterals you will be writing? Is it going to be a blog, articles, PR, social media snippets, case studies, videos, podcasts, community Q/A, guest posts, etc, or all of it?
  • Who will be writing the marketing copies or content? Will you be self-writing or hiring the content strategists & producers to help with? Or who will be making the creatives & graphics to go along with the copies & content --- to make them more appealing?
  • What type of content will you be planning for further writing at what keywords? For that, you can dig up research on the keywords & see what type of content your competitors are leveling ahead. Or you can even use tools like Google Trends to know what your prospects are in dire search of. And then while writing, plan a unique section or area in your blog or overall content that differentiates you from your competitors or explains your UVP. 
  • Decide what platforms you will be targeting to deliver content, is it going to your internal blog, third-party guest posts & article sites, content syndication platforms, etc, or all of it?
  • Decide now the frequency of your content, like how much content will you be targeting in what possible timeline.

12. Marketing Calendar for Real-Time Shared Visibility & Streamlining Actions

Do you know businesses who document their activities or actions via marketing calendar are 538% more likely to achieve task completion? 81% of people who set monthly, quarterly, or yearly goals in writing, do actually achieve it!

A marketing calendar is a written plan of action, where you will be enlisting all the present or future tasks to be done in simple & doable format, in Excel, Google spreadsheets, Words, Google Docs, or PDFs (we would recommend using Google docs & sheets as they are safe & easily transferable). It covers:

  • All the marketing activities that your marketing team would need to honor.
  • It will showcase the authority, delegation & accountability of tasks by each marketing team member.
  • Describe the assigned & delivery dates of performing each task or the urgency of performing certain tasks with a deadline.
  • Status of what tasks have been accomplished, are on hold due to certain reasons or aren’t done.
  • The results-driven from each marketing aspect on either a bi-monthly, monthly, quarterly or yearly basis.

You can either have one consolidated marketing calendar or divide it into different types of the calendar for more clarification & ease of pursuing the marketing initiatives:

Types of      Calendars 

What to add?

Social Media calendar

It will be a summarization of tasks to be done on each social media you are targeting. It could explain what type of post, content to post at what time. And even help you establish an understanding of reasons for performing & underperforming posts.

Content Marketing/SEO Calendar

This calendar will contain everything about your SEO tasks, content curation & marketing campaigns, or overall marketing online marketing solutions with their KPIs & achieved results.

Email Marketing Calendar 

Here you can mention all the key information related to planning, scheduling & exchanging the strategic copies of emails with your subscribers or newfound leads for creating an effective conversation loop.

Editorial Blog Calendar

You can use this to manage & update information regarding the blogs, articles of any content planning, creation, and publishing over different platforms.

You can decide any type of calendar & any number of calendars as to how it pleases you. But ensure the activities you plan are not set in stone with unrealistic targets, and syncs with your goals, milestone, team size & their efficiency, and your overall marketing efforts. And most of all it should be flexible & agile enough to be tweaked at the end time. 

Suppose the demand for a certain topic you were planning to write diminishes, team member calls in sick to deliver on an urgent deadline, you have a sudden need to save chunks of marketing dollars, and other things like that. Your marketing heatmap should be ahead of time & prepared for all the future uncertainties. This is why you need marketing experts around, who can help you pull a perfect game plan!

13. Establish & Measure KPIs & Metrics

Before you hit that publish button, do you have a roadmap to what metrics or KPIs you should be tracking your progress or effectiveness with? Do you know what measurable end objectives you need to achieve to understand your growth progress?

Don’t randomly shoot an arrow in the air, know what factors or outcomes you will be managing & measuring to define your ultimate marketing success. Here are a few examples of marketing metrics you can establish.

  • For SEO your metrics or KPI could be - Inbound links, impressions, clicks, website authority, page or domain authority, SERP visibility, ranking, traffic, load speed, etc.
  • For content marketing, your metrics could be - Social shares, likes, comments, dwell time, form filling, interlinking effectiveness, lead inquiry & so on.
  • For PPC ads, your metrics could be - Ad revert, click through rate, per click cost, impressions, conversion rate, and so on.
  • For email marketing, your metrics could be - Increasing subscribers list, open rates, email clicks, traffics & share, revert as lead enquiry.
  • For social media, your metrics could be - Like, share, comment, views, on each post, increasing followership, reader’s engagement, the building of right connect with the targeted demographics & so on.

These were few examples of KPIs you can set & track the performance of your marketing campaigns with. You can use tools like Google Analytics, Kissmetrics, Semrush, HubSpot to track down all the efforts & outcomes.

Other than these basic metrics, there are certain other broad metrics you need to positively harness through each & every marketing method & touchpoint, altogether you leverage:

KPI

What does that mean?

Marketing Qualified Leads 

Leads that show interest in your product & brand & are likely to become your customer with little push & persuasion.

Sales Qualified Leads

Prospects that have been confirmed as customers & are ready to be closed for final conversion.

Conversion rate 

The ratio of total number of customers who performs the desired action, out of total visitors on your site or digital touchpoints.

Funnel Conversion Rates

Rates defining the effectiveness of efforts taken to convince prospects to complete the sales goals. Higher the rate, the higher the progress.

Brand Awareness

The distinction you create as a brand to set your tone, voice, message & offers up for positive brand positioning & perception in the target market.

Customer engagement 

Building an emotional & harmonious relationship with clients whom you are advertising or selling your products.

Customer Acquisition Cost (CAC)

Total marketing outlay spent to acquire customers. The higher the cost, the lesser will be the profit.

Return on Marketing Investments (ROMI)

ROMI is the ratio of how much funds your marketing campaigns bring home as to how much you invested or risked initially.

Customer Lifetime Value  (CLV)

Total number of sums a customer is expected to invest in your products or services, during his lifetime. It is all subjected to show how successfully you rope in loyal & long-term customers.

14. Find Your Brand’s USP & Voice

To be able to connect in an emotional yet rational context with your prospects through your manifold marketing collaterals, you need to figure out what would be your:

  • USP - Unique Value Proposition - That will stand you apart from the crowd & make your offers & whole existence worth exploring & trusting over others, by your prospects.
  • Your Brand unique - A unique brand messaging that strikes a connection without your prospects more emotionally & intellectually. For building a brand, you need to strategize around your effective brand essentials as:
  • Distinct name & tagline - To be able to market yourself better, you must have a powerful name & a catchphrase that seeks attention & interests from distance.
  • Creative graphic & typography - Do you have distinct & exemplary graphics & typography planned that makes your marketing collateral worth standing out? If not, plan it!
  • Improved digital UI & UX - Marketing products alone won’t help, if your UI & customer experience over the web is not enticing enough. If your landing pages are still struggling to share a cohesive brand story & don't offer amazing color coordination, visual & narratives, and CTAs, you need to brush up your digital presence with effective website design services!

15. Test the Waters - Did you Get What you Expected?

Lay down your marketing strategies on the real shore. Experiment & see where you are actually able to narrow the gaps between your visions, actions & the ultimate results. See what worked for you & what didn’t. Not every business marketing strategy is meant to reward you with profitable actions. So don’t just plan, implement & see the outcomes. Stick around a bit & monitor the activities, and if you see certain actions are blocker in your way & would cost your marketing dollars, wastefully. In that case, be agile and flexible enough to remove them at the right time.

For example - You planned a 15 days sprint & set some goals to bring about 5% conversions & it didn’t happen until the sprint ended. Then don’t disappoint, you can look through & find what steps went wrong & didn’t perform well. Or it could be your timeline that was impossible & too unrealistic, maybe try changing that.

The Key is to be patient. Business Marketing Strategy is all about experimenting & working in continuation to see what works for you or whatnot. There is no perfect road or destination in the case of marketing. It is just over the time wisdom you achieve, that helps you do better each time. 

Final Thoughts on How to Create Marketing Strategy for Businesses!

If you're stuck at your cliched business marketing strategy or don’t have it all, it is time to make one as per shifting times, patterns, trends & taste of your customers. With time, always re-evaluate your marketing goals, best practices & devise a marketing strategy that’s doable, modern, feasible, effective to your budget, manpower, efforts & has a streamlined & visible action plan to guide you towards the next best action.

A marketing strategy more than just being easy & simple, should be achievable. Don’t build marketing strategy that’s too harsh & unrealistic for yourself. And never compare with other brand labels out there. What works for that $39 billion worth business marketing strategy of Nike doesn’t mean should work for you too. 

To develop a marketing strategy you don’t need to be deep-pocketed or some ninja spearheading the complete marketing gameplan. You can be a small business with no marketing team at all or a large business with thousands of marketing titles, the 15 ways we shared on how to develop marketing strategy are real-time tested, actually successful enough to bring results for our clients, and most of all, are very realistic and easy to adopt & set the pace with!

In case you want to know how we helped our clients set their effective marketing strategies business focused from the grassroots level, we can show you some templates!

Tell us in the comments steps we missed about how to build marketing strategy for any business. Is there any particular strategy that worked for you & would want to share?

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Cruz Peterson
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Cruz Peterson

Really like the Blog. Very Informative Piece. Every step you mentioned is very important to draft your marketing strategy. I have been planning & preparing business strategies for a decade now. What you just shared is a baseline for creating a successful marketing action plan.

Kairo Gray
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Kairo Gray

I feel without your true competitors & customers, you can’t really identify the marketing goals & actions. These two are very important if you wish to create very robust marketing initiatives.

Dante Ramirez
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Dante Ramirez

This strategy you shared is very equally usable for any kind or size of business. As a small business or even as a large business, there are the same ways to build a pipeline & I think you guys covered every aspect. Great Work & research!!!

Hendrix Howard
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Hendrix Howard

I have seen fallen businesses, because they jumped directly onto the marketing practices. They thought putting together social media profiles, writing online content is enough to market themself. But they lacked proper planning & strategizing, and which is why they ended up sulking huge marketing dollars.

Derek Ward
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Derek Ward

Measuring metrics is a very important factor. If you keep doing, implementing whatever initiative you see without tracking down the results, I feel you could be shelling a lot of wasteful money or time & still won’t get effective results.

Cristian Torres
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Cristian Torres

I exactly followed these steps to create my marketing pipeline & did help me & my team. It brought us great clarity in understanding our tasks, and we were actually able to see some impactful outcomes. I believe writing down really helps in achieving what you want.

Cruz Peterson
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Cruz Peterson

Hey, I have a business related to healthcare, I am wondering if you could help our small team set up some realistic marketing strategy? Could you help us with some demos or samples or maybe of your past work?

Kairo Gray
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Kairo Gray

Our team loves making a calendar for every social media activity. We are using one for a content marketing tool & for SEO, we have a goal sheet. It has really streamlined our work & helped us bring clarity in what to do next.

Gwen Stacy
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Gwen Stacy

It is so true, there is no one size fit all kind of marketing strategy. I believe every business has its own pace. It is just a combination of right calculation, efforts & resources you need to get results.

Dani Daniels
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Dani Daniels

Really great post. Appreciate the steps you have mentioned. Really looking forward to creating one for my business too like this.