Diving into marketing tactics without a strategy is the definition of being wasteful.
Why Is Marketing Strategy Important, Though?
We know what you’re thinking:
“Can’t we just jump to execution and skip all this mental work? We need leads yesterday!”
Here’s why that’s a bad idea. Without a marketing strategy, you’re essentially throwing darts blindfolded, hoping something sticks. Sure, you might get lucky once or twice. But in the long run, you’re wasting time, money, and energy.
A well-crafted strategy does more than help prevent mistakes. It ensures every dollar spent gets you closer to your goals. It aligns your team, clarifies your direction, and sets you up for measurable success.
Oh, and when data starts rolling in? No finger-pointing. No blame game. Just clear results tied to a clear plan.
How We Build Marketing Plans
By the time we start crafting your strategy, we’ve already completed the necessary research. That means every marketing plan we create is laser-focused on your company’s goals and market category. Here’s what goes into it:
Diagnosis
Research: The source information that informs everything. See our research page for more on this topic.
Segmentation: We divided your market into various segments to lay out your options for targeting.
Strategy
Targeting: We help you choose the best market segment to go after for the current period (usually one year). If you’ve already chosen a target, great!
Positioning: We define your difference relative to your competition. Your position must respect your brand strategy while also speaking to your target. Refining brand identity here is common, but not always needed.
Objectives: We build a custom marketing funnel based on your sales process and available data from the research. Then, we set marketing objectives around the deficiencies in your funnel.
Tactics
Media Planning: We find which channels are best-suited to achieve your objectives and how you should use them.
Resource Allocation: We determine how your budget should be used to fund the media plan. If it spreads too thin, we go back to the media drawing board and make some edits.
Investment: We outline all costs involved in executing the marketing plan. Transparently, of course.