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In strategy consulting, Kognifi works with you to create an effective strategic marketing framework to reach your target market.
This makes your marketing spend efficient and measurable. And you get qualified leads.
This is the single most important step in your marketing plan. If the underlying assumptions are not supported by data, then your marketing spend will go wrong, resulting in below average return on advertising spend (ROAS) or ROI on resources used.
Strategic Marketing and Business Planning Framework
1. Business and Product Strategy
We get your inputs about your marketing and business goals and where you want to see it go. Then we get the details of your products and services. You tell us who you want to sell to. And why you think they will buy from you.
We will then do a market analysis and respond to you with the data on the competitive and industry forces on your desired target audience for your product. Based on this analysis and your decision, a differentiation positioning statement will be scoped for the next steps.
2. Target Audience Strategy
Based on step 1 above, we proceed to clarify the target audience demographics into discrete buyer personas. This allows for differentiation of brand drivers to match the personas.
We can then determine the audience channels and platforms to reach those personas, And decide on which platforms to use when and for what purposes.
3. Brand Drivers and Sales Funnel Formulation
Based on step 2 above, we can now accurately formulate the conversations to relate the product to the buyer personas. These brand drivers will focus on the messaging to influence the target persona.
This is an important step to get the momentum to adopt the product or service by the target audience. The customer journey and sales funnels can then be mapped out based on the brand drivers, messaging and platforms.
4. Go To Market Strategy
Based on step 3 above, we can now determine how to go to market. This tactical part of the plan decides on what type of customer journey campaigns to run based on the desired brand and campaign messaging. And what KPIs and metrics to setup and track to manage the marketing efforts.
For example, events, influencer, ads, email, social media, content and search campaigns. It is at this point that the marketing budget will be spent effectively or be busted.
5. Action Plan
And finally execution of the plan. The marketing plan is a comprehensive document of strategy and tactics. But it needs well oiled execution, monitoring and change control. Unless you are a project manager, tight control of time lines and delivery of planned sales and marketing collaterals and results might be off.
As project managers, we can create an action plan based on the resources identified and time lines required. And project manage the campaigns to execute to plan.
Do get in touch with us for a discussion on how we can work with you to grow your business further.
Credits and References
Featured Image: ID 8584238 © Mike Ehrman | Dreamstime.com