My Marketing Strategy

My Marketing Strategy

The perfect marketing campaign for one business may not work for another. To be successful, your marketing must be true to you, to your business — and to your customers. Create a plan to get your marketing right. Answer these questions to create that plan.

Part 1: Me and my business What’s my mission as a business? What gets you excited to wake up and come to work every day?

What are my business goals? Think about where you want your business to be in 3-5 years. Is there anything you could start doing now to get there?

Who are my competitors? What advantages do they have over your business? What are your competitors doing that’s similar or different from what your business does?

Need help with your marketing strategy? Call 866.240.8691 today.

Your answers to these questions help define everything you do in your marketing. They provide a snapshot of where you are today, and where you want to go in the future. A good marketing strategy reflects your unique business and helps you achieve your goals.

What problem do I solve for my customers? Think beyond your products and services. What is it your business does that adds value to your customers’ lives? What saves them time or money, or fixes an issue for them? For example, a beauty supply store sells cosmetics, but the value they provide customers is the confidence they get from looking their best.

Why should a customer choose me over a competitor? What can you offer that no other business can?

What is my unique selling proposition (USP)? Combine your two answers above into one statement that says what you do for your customers in a way that sets you apart from competitors. Sticking with our beauty example: My beauty supply store offers highquality products along with expert, friendly advice to help customers look and feel their best.

Your unique selling proposition is the cornerstone of your marketing strategy. The value you add for customers that differentiates you from the competition is what you’ll build your marketing on.


Part 2: My target customer It may seem like the more people you can reach with your marketing efforts, the more sales you stand to make. But the opposite is true. Broadcasting a watered-down message to appeal to everyone actually risks appealing to no one. You’re better off zeroing in on the consumers who are a perfect fit for your business. Become the best at providing the solutions they need.

Who is the person most likely to love my products or services?

Gender:

What do they care about? What motivates them? What common personality traits or demographics do the majority of your customers share? In our beauty supply store example, target customers believe that cosmetics and hair care products will help them look their best, but they’re concerned about purchasing the correct products.

Income level:

What problem does my target customer have?

Needs:

How does your business solve that problem for them? Remember your USP above. If it needs tweaks to speak to your target customer, now is the time.

Age range:

Attitudes: Beliefs: Concerns: Other:

Desires:

What will prompt my target customer to buy from me?

Mindset:

What mindset are they in when they need your services? What prevents them from purchasing? What can you do to influence their actions?

Barriers to purchase:

How to influence their actions:


Part 3: Let’s put it all together Where can I reach my target customers? Instead of blowing through your marketing budget by advertising everywhere, focus on areas where your customers spend time. This could include email, direct mail, social media, in-store displays, banners and signs in high-traffic areas, trade shows and conferences, wordof-mouth, and referrals.

What is my budget for marketing? How much did you spend last year, and what were the results? If you had success with social media ads, email or direct-mail promotions, consider increasing your budget on what worked. If this is your first time marketing, what number are you comfortable allocating for it?

How will I measure and evaluate my success? Sales that result from the marketing efforts are a good measure, of course, but other metrics can be indicators of success as well. Consider increased customer engagement at your store or on social media, website pageviews, email clickthroughs, and so on.


You did it! Now take all the great work you did here and apply it toward a successful marketing strategy for your business. Here’s how to get started: Print out this marketing strategy and post it where you and your staff can see it. Refer to it whenever you’re making marketing decisions. Brainstorm a few marketing campaigns that will highlight your unique selling proposition for your target audience. Create a marketing calendar to plot your campaigns. Imagine ways to incorporate upcoming events, holidays or seasons that are connected to your business. Begin with the campaigns that work for your business and your budget. Starting small? Consider using print marketing, social media advertising or search engine marketing — all of which can be very budget-friendly. Revisit your strategy at least twice a year to make sure it still works for your business. Tip: Save this PDF to your computer so you can easily return to it in the future. Good luck and happy marketing!

Looking for a partner? Let a Deluxe Small Business Adviser help you craft a marketing strategy tailored to the unique needs of your business.

Call 866.240.8691 today.