"The overall purpose of strategic marketing planning, and its principal focus is the creation of sustainable competitive advantage."
- Malcolm McDonald
Your marketing strategy is not meant to be a one-time exercise that you complete, and then leave to sit on a shelf collecting dust. If that's what happens then you've just wasted a considerable amount of time and effort. The purpose of having a one is to guide your business over multiple years. It's meant to provide guidance for products and services, pricing, your annual marketing plans, and your tactical marketing campaigns and activities.
Your marketing strategy is your long term game plan. It's who you're going to focus on, how you're going to win business, and how you're going to attract customers. It's going to guide how you create your marketing plans.
A comprehensive marketing strategy will include your value proposition - your competitive advantage in the market. It will include who your target audience is, and the key elements of your brand. Your marketing strategy is a constant from where you create your marketing plans. Now and in the future.
Marketing strategy => marketing plan => campaign plans => execution => win!
Your long-term marketing strategy will develop a sustainable competitive advantage. Your marketing strategy is the foundation of all your future marketing plans.
What it does:
How it helps:
To build an effective strategy that’ll support future marketing plans, you need discipline, time, and focus.
The process may sound complicated, but it's not as difficult as you may think. Many businesses skip this vital step because they are either intimidated by the perceived effort, or they are unsure of what to do and how to do it.
If the above sounds complicated, we can guide your business through a methodical, step-by-step process that will put you on the path to success. FIXYR - Marketing Strategy Review