There is a positioning race between marketing agencies in the market. Every company declares itself a “young dynamically developing digital agency”. As a result, companies merge into a single gray faceless mass.
In this article, we will discuss how to avoid such a situation, and how to create a competent marketing strategy for company development.
The strategy is a document that you write for yourself. Its purpose is to determine the direction of development, set key goals and describe how to achieve them in terms of the marketing aspect.
The strategy should be constantly updated, supplemented and reviewed. The market is changing rapidly, the situation in the company too. It is also recommended writing in a simple language because you write for yourself and your employees, people who understand the specifics of the business.
First, you need to fix the current situation — to understand where to start development. Indicate a few key points that characterize your situation at the moment. For example, “A strong team of technical specialists”, “a great demand for mobile development services.” Indicate weaknesses, for example, “poor experience in management”, “lack of quality customer service”. List the values of the main indicators.
After fixing the current situation, you need to set the second point of the vector — what you are striving for. It makes sense to set the planning horizon in the range from six months to one and a half years. A longer period does not make sense because the market, instruments, competitive environment and macro-factors of the economy change too quickly.
We single out the most important points. For example, “Get a turnover of 1 million,” “Enter the top 10 companies”, or“ Get 5 new customers”. Then you should list the planned KPI assessments. It is also necessary to single out some milestones that are the semantic points (not KPIs) that do not pull for the strategic goals but are also the important ones. For example, “Redesigned your site”, “Launched SLA in support”. You should accompany this stage with simple comments and explanations where necessary.
Here it is necessary to indicate the most important points of your strategy, some overview of your further activity. The section can be formed at the stage of finalizing the strategy when the details are thought out. For example, such points could be included “Emphasis on the development of customer service and support”, “Holding events for clients”.
Now you need to describe the current product and the services planned to launch. It is very important to correctly rank them, and in the process of routine work, do not forget that we have the key and the secondary goals.
The key objectives. You should develop several driver services or 2-4 flagship products that will attract your audience. For example, “Development of online stores”, “Mobile versions of sites”, “Development of media sites”.
The secondary objectives. Here you need to consider the general range of services provided and pay attention to smaller ones. For example, “Corporate website development”, “SEO promotion”, “SMM”.
The experimental unit. No experiments — no development. Some share of the company’s resources should be released for conducting experiments with leading-edge technologies. For example, “Integration with Google Glass”, “Faceless ordering module”, etc. It is also useful to indicate the services that your agency does not provide.
One of the important sections is the segmentation of the target audience (taking into account the range of services, positioning, goals).
Customer audience. You should distinguish different segments of the target audience. By type of business activity. There are some types of business, for example, “large b2c”, “medium b2b”. According to general indicators. For example, “The world TOP-100 Brands”, “Companies with a budget of one million per year for the Internet direction”, “Companies with a large network of promotional sites and a budget for their support”. By industrial activity. Here you should figure out the key and secondary ones.
Now you should pay special attention to positioning on the market. You must remember that this process can distinguish your web-agency from the total mass of competitors.
At this stage, you need to form a general semantic approach, which means to write down the key slogan that is a message to your audience. Then write down a detailed description.
-Key points. Here it is necessary to indicate a list of other important key points of company positioning.
-Positioning for customers. You should also mention the list of important details about the company that will help to convey to the client audience.
-The creation of a marketing strategy is a starting point. It is very important to follow it and constantly make adjustments. Only then the marketing unit will work at full capacity.
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