Before you start any marketing activity for yourself or for a client you should always take the time to develop a marketing strategy and work out where you should focus your efforts.
Your strategy will depend on where you want your business to go as it forms part of your overall business aims.
If you are taking on a new client and they’re asking you for a marketing strategy, before you can begin to develop an overall plan, there are a lot of questions you will need to ask and factors you will need to consider.
What is the overall business aim and what marketing could you use to achieve it?
- What is their business goal?
- Launch a new business or product?
- Increase sales?
- Bring in new customers?
- Get existing customers to buy more?
- Increase market share?
- Improve customer loyalty?
- Launch an advertising campaign?
- Launch a PR campaign?
- Encourage word of mouth?
- Increase market share?
- Retain existing profitable customers?
- Offer existing customers exclusive offers?
- Ensure business stays fresh and new?
Have they done their research?
- Do they know who their ideal customer is? They can’t say everyone, they need to break it down more, and they will probably need help from you to do this. They may need you to create user personas for them which will identify their customers’ pain points.
- Have they done any marketing before, what has worked and what hasn’t?
- How much time or budget do they have to put into their marketing? There is absolutely no point creating a strategy they cannot afford.
- Do they have clear brand guidelines?
- Have they done any competitor analysis? What brands and businesses do they like, and what “type” of marketing do they aspire to?
Is the business ready for digital marketing?
Answer these questions first before you create your digital marketing strategy and make everything simple to understand, realistic, and with a clear path of action.
- Has this business made the step to be digital? It’s key to find this out because so many businesses don’t even have a website or understand how Facebook works. There’s still a huge amount of businesses losing out because they’re scared to digitally transform. If you’re a freelancer (who works in digital marketing) who is looking to work with a business who is scared to make the move to online marketing, you need to think about how you can work with them. Do they need training? What needs to come first before you can actually work with them successfully?
- What’s their website like? When was it last updated?
- Do they have up to date GDPR compliant cookie policies and privacy notices on their website?
- Is it clear what they’re offering on their website?
- Is it a user-friendly website with clear call to actions? Have they nailed their elevator pitch and their tone of voice?
- Do they have Google analytics set up?
- Are they active on any social media channels? If they are, build the costs of auditing their social media channels into the marketing strategy.
- Have they done any paid advertising? Google Ads? Or any social media advertising? Do they have a Facebook ads account set up? Have they installed a Facebook pixel on their website?
- Do they do any email marketing?
- If they are doing email marketing how are they building their subscribers list?
- Are they doing any content marketing? Do they create any content blogs, videos, Facebook Lives?
- Do they share a regular blog, podcast, or vlog? Would this type of content work for their business?
- Is there any other marketing, speaking or PR that that will want to take on?
- Do they want to do any influencer outreach?
Do you want more help developing your own digital marketing strategy for your business?
We have member courses and resources which will help you to develop your own business, website and marketing for your business. Sign up for just £37 plus VAT/month and then you can access both these resources and our members-only Facebook group with support from marketing and website experts to help you get your business noticed online.