Four steps to a marketing strategy (that works!)

Marketing strategy boils down to answering four questions:

• What does your business want? > The goal.

• Who can help you achieve your goal? > The audience.

• What do you need to tell your audience so that they can help you achieve your goal? > The message.

• Where do you need to put your message so that your audience sees it? > The delivery.

‍

But how do you actually go about answering those Q’s? Like anything, the broad strokes are more complicated in practice but it’s a good framework to come back to when you’re planning your next marketing activity. Start by drilling down + identifying a measurable goal that you can work towards. Vague + lofty goals are okay, but without a clear way to track your progress, achieving them will be pretty tough. For example, tracking how many enquiries you get + the quote conversion rate can be useful info to have as a baseline. That way, if you do a targeted campaign to attract more work, you can see if it meaningfully pushed the needle in the right direction!

‍

Next, really empathise with who can help you achieve those goals. Try to build up a target customer in your head. How old are they? What do they want from your business? What are they interested in? The more specific you are, the easier it’ll be to craft messaging that will actually appeal to that person.  

‍

Once you’ve defined your goal + who can help you achieve it, you’ve got to tell them how to help you do it. Your messaging should be the key information that your audience needs to know about your business. This is where you focus on not only what your customers want to know about you, but how your business is different to all the others out there. Your messaging should change based on the people you’re targeting.

‍

Lastly, the delivery. Where does your target market frequent? Do they use socials? Are they constantly listening to the radio? Do they frequent the pub on a Friday arvo? Once you know where they go, you can start figuring out how to get your message there. While socials are a great option, they’re not the only one. Billboards, coasters, or a flyer that sits on a wall somewhere are all effective options.

‍

But if that all sounds like too much effort, you can always reach out + talk to us. We’ll help you figure it out 😉

- Taren McAuley  

‍