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Marketing Strategy Template

Marketing Strategy template to plan your monthly promotional plan

Want A Marketing Strategy Template?

Marketing and Sales Consulting South Africa
With every new client I see, I am asked if I can supply some type of marketing strategy template that will help clients plan their monthly marketing campaigns and marketing promotions.

My answer is… well why not?

I have put this marketing strategy template together with an explanation of how to make it work for your business keeping in mind you will need to customise the template to suit your industry as well as the products and services that you sell.

You will need to take into account that every business is different some companies need online promotion, some businesses need off-line promotion. You’ll see how this ties into the ‘above the line’ and ‘below the line’ marketing and the marketing tactics that you may need to tie into your marketing strategy which will help you plan your years’ worth of marketing promotional campaigns.

This is what we will cover in this marketing strategy template.

  1. We will look at identifying your ideal target market and your ideal client.
  2. We will look at your marketing message and
  3. the best ways to communicate your marketing message to your ideal client.
  4. We will look at what platforms should be used to promote your business and your products and services.
  5. We will also look at consistency and how to keep your marketing momentum ongoing so that your business remains front of mind to your target market.
  6. We will also look at various marketing campaigns to help maintain your brand awareness.

First things first, why do you need a marketing strategy and how this marketing strategy template will help you.

The marketing strategy is the roadmap every business needs to keep them on track to reach their growth goals. There is nothing worse than running a marketing campaign, spending money on that campaign and hoping for results to come flooding in.

I have seen this time and time again, business owners hear about the latest trends on Facebook or Instagram marketing or YouTube marketing or even Google Adwords, and decide to put money behind a campaign that they are not sure will actually work.

You see, to get your marketing to work well, you need a plan that will help achieve a number of items and the first of which is to build your brand.

So we are going to unpack the entire marketing strategy into a promotional plan or campaign.

Building Your Brand

Marketing and Sales Consulting South Africa
A brand that is recognisable build trust with an audience that has not yet used your products or services, in other words, they may be new buyers or potential clients of your offer. Approaching them out the blue, by either Advertising or direct approach, does not reinforce the trust they need in order to make an informed purchase decision and buy from you.

So how do you get your brand to be recognisable?

Building a recognisable brand is essential to your business success, and as I have already stated, you need to build trust with your potential clients, even before you have met them and this takes relentless content consistency.

Relentless what?
Consistent Content… content that aims not to make a sale but to show your expertise and build trust with your new potential audience as well as with your current clients.

Here is a brilliant example of how this works:

Roger known as the ‘expert plumber‘ based in the USA has a plumbing channel on YouTube that teaches homeowners how to fix all types of plumbing issues in and around the home.

Roger doesn’t hold back on any information, in fact, he teaches his potential clients how to do every part of his plumbing job. Rogers’s competitors complain that these clients are calling them less and less because they now know how to fix the issues they face with minor plumbing at home.

There is a method to Roger is madness.

Roger knows that he misses out or loses out on the small jobs that have now become DIY due to the education of his clients. But he also knows that there is no way that these homeowners will be able to do a large plumbing job.

And this is where the secret lies, Roger has built trust with his audience, his YouTube viewers who are looking for advice on how to do the DIY type plumbing jobs. And when the need arises for an expert to do a complicated plumbing job, sign COC’s or to fix a DIY plumbing job gone wrong, they called Roger.

Roger has built his brand known as the expert plumber this enables him to pick and choose the clients in the jobs he wants to do but essentially as build trust between himself, his business and the potential clients.

Your Target Market

Keep in mind that Roger knows exactly who his target market is. In Roger’s case, the target market is homeowners, small business owners, and the DIY plumbing enthusiast.

There are many methods of identifying your ideal target market and here is a list of four ways of uncovering who your target market actually is:

  1. Understand what your product and service actually are:
    1. Your product and service are often not what do you sell but the benefits around what do you sell and how the benefits help your clients. Does your product and service by the clients extra time, does your product and service help clients comply with legislation, does your product and service make your client feel better or empowered?
  2. Identify the pain points your customers suffer and how your product and service alleviate these pain points.
  3. Create a buyer persona based on the demographics and psychographics of your ideal client.
    1. Demographics are the criteria that you can use to specify a group of people that includes age, gender, financial status or income, marital status, occupation, education and geographic location among others.
    2. Psychographics defines the personality of your clients, although rather difficult to compile it includes items such as their likes and dislikes, opinions, choices, people they follow on social media, items of interest, hobbies, activities and social behaviour.
  4. Studying your competition and know exactly what they are doing who they are marketing to and what messages they are delivering. This will help you identify your target market, what is meaningful to them and how you can and should communicate to them.
    1. Model what is done before, don’t reinvent the wheel but improve it as much as possible and if you reinforce what your competition is doing with your brand you will go along way in building trust and solidifying relationships with the right type of people.

Your marketing message, also known as your unique selling proposition.

Knowing who your target market is and what your brand stands for, bringing in the products and services you sell and how this will improve the lives of your target market, you can now start compiling your marketing message.

Your unique selling proposition or marketing message helps clients know why they should be buying from you and nullifies objections before they arise.

Here is a simple formula to help you put your marketing message together:

Target Audience + The Problem You Solve + Biggest Distinctive Benefits + Your Promise = USP

Developing your USP is Simple:

List your target audience, the problem you solve for them, the biggest distinctive benefit you bring to them, and the promise of how you do the work for them. This is your USP.

Here is the Market Magnet USP as an example:

We help business owners who want to grow the business by implementing marketing strategies and sales tactics without wasting money on advertising.

And the shortened version:

We help businesses grow without wasting money on advertising.

Now think about something that will work well for your business and it will attract your ideal client and describe what you can do for them.

Where to find your clients

Marketing and Sales Consulting South Africa
Now that we know who your ideal client is and what you can do for them, the next thing is to find the best ways to communicate with them. Keeping in mind your psychographic and demographic study should highlight specific details about your ideal client and importantly, where they spend their time.

  • Do they spend their time on Facebook, and if so, which groups are they involved in?
  • Are they active on Instagram? If they are on Instagram what are their interests and who did they follow?
  • Do they watch YouTube videos? What type of videos and who do they subscribe to?
  • Do they attend networking meetings? Which areas of the country or in which city do these meetings take place?
  • What media do they consume? Do they read newspapers or magazines? Which radio stations to do they listen to or which TV programs do they watch?

When you know these answers based on the type of client you want to serve you need to place your promotional and branding material in these places so that clients “stumble across you”.

Marketing and Sales Consulting South Africa

Should you be advertising?

The answer is simply yes and no but with a stronger leaning towards yes and this is why:

All the free promotional activities online and off-line are excellent for branding purposes. If clients come across your brand, your educational material and the testimonials about how good you are, your brand becomes etched in their mind. This is good branding but generally lacks a call to action as the primary objective is trust-building.

 

Call To Action

Calling a client to action on a specific product or service you supply is carried out more effectively with an advert. Advertising comes in many shapes and forms.

Considering all the platforms where your client spends the time on an off-line, you may choose some of these as the platforms for your advertising. This will help you present your offer to potential clients at the time that they may be seeking your products and services.

Different platforms, like Google or Facebook, have different marketing objectives. Knowing these objectives will help you achieve your marketing and sales goals.

Guided by these objectives will help you position your marketing on each platform with a specific goal in place. Be it a new product introduction, additional sales, lead generation and so on.

The marketing strategy template

This marketing strategy template is based on the work of Jay Conrad Levinson, known as the godfather of guerrilla marketing, Jay States that your marketing plan should be as simple as seven sentences. So this is the basis for your marketing strategy template, here is the seven sentence marketing plan:

Sentence one:

Define the purpose of your marketing.

Sentenced two:

What is the competitive advantage you will emphasise?

Sentence three:

Explain the target market.

This may be a market segment of your ideal client based on a specific product or service that you are promoting.

Sentence Four:

List the marketing weapons (According to Jay Conrad Levinson) you will use.

Also, know as the online and offline platforms.

Sentence Five:

Define your niche. Use your USP as a benchmark.

Sentence 6:

Define your identity. Again, Use your USP as a benchmark.

Sentence 7:

Define Your Marketing Budget

Know how much you want to spend and on which platforms. Measurement is imperative. Know how much you spent where and what the return on investment comes from.

Here is an example of these sentences in a marketing strategy template I use for Market Magnet:

Sentence one:

Define the purpose of your marketing.

This campaign is aimed at driving leads to our website to the specific landing page: https://marketmagnet.co.za/sa-business-survey/ and encourage site visitors to fill out the survey. We will capture these results in the database and market to them periodically.

Sentenced two:

What is the competitive advantage you will emphasise?

We want these clients to know that we are on top of the South African marketing landscape and see us as professionals within the industry.

Sentence three:

Explain the target market.

The target market for this campaign is upper-small to medium-sized business who have been in business for at least 2 years and want to take their business to the next level. They must see the need for investing in their marketing in order to grow.

Sentence Four:

List the marketing weapons

We will promote on the following platforms for each objective:

  • Branding (Free Promotion):
  • LinkedIn: Video, Text and Image Posts
  • Youtube: Video Posts
  • Facebook: Video, Text and Image Posts in Specific business-related groups and on our Facebook Page

Lead Generation (Paid Promotion):

  • LinkedIn: Video, Text and Image Sponsored Posts and In-mail
  • Youtube: Sponsored Video Posts
  • Facebook: Sponsored Video, Text and Image Posts to the specified target audience
  • Google Adwords based o. Keywords related to our services.

Sentence Five:

Define your niche.

We aim our services and products at the upper-small to medium-sized business. Predominantly owner-managed businesses that want to use the internet and/or offline platforms to grow their businesses.

Sentence 6:

Define your identity.

We help businesses grow by implementing specific marketing and sales strategies that generate leads without wasting money on advertising.

Sentence 7:

Define Your Marketing Budget

Knowing that our ROI is calculated at a 10 to 1 ratio, we aim to generate 1000 impressions in order to engage with 100 businesses and make 10 sales from this campaign.

We, therefore, need to spend between R3500 and R 7000 on this campaign across the listed platforms.

There is an example of a marketing strategy that you can implement in your business right away.

Please contact us if you need help developing and implementing your marketing strategy.

 

 

Book Your Free Marketing and Sales Assessment Here:

Book Your Free Marketing Assessment

 

Do you want to grow your business but don’t have the time

or skill to implement low-cost strategic marketing tactics?

I am here to help.

Contact me and we will take you through our free marketing

and sales assessment to uncover your growth potential.

 

I will show you how to:

◦ find and generate more leads,

◦ close more business

◦ and increase your bottom-line profits.

 

My promise to you 

◦ You will walk away with a crystal clear vision of how you can grow your business

◦ We will Uncover hidden challenges that may be sabotaging your success

◦ You will be renewed, re-energised and Inspired with killer marketing ideas to help you skyrocket your business success.

 

Contact me here and we will arrange a time to meet up. (No Charge)

Book Your Free Marketing Assessment

 

 

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