Marketing and advertising have evolved drastically in the past decade with the introduction of digital marketing, influencer marketing and social media marketing. These days anyone with a social media account and lots of followers can claim to be able to market products and brands. As this might be true in some instances, we have, however, come to know better. There is more to marketing than a couple of thousand followers on Instagram, one needs to have a marketing strategy, to begin with. This strategy needs to have vital elements to it that are its cornerstone, therefore, making a successful marketing strategy.
As a design and advertising agency SimonSAYS has over the years worked with numerous clients assisting in taking their brands to even greater heights. In all this, one thing remained constant, and that is having critical elements to a marketing strategy and aligning them with the brand to achieve the clients’ objective. Let’s dive right in and dissect the 4 elements needed to create a successful marketing strategy.
Understanding your target audience is by far the most critical element to any marketing strategy. This is what makes or breaks your brand because if you don’t understand your target market, you simply don’t understand the heart of your business.
Through concise market research and market reports, you should be able to understand your desired target market then address its needs more successfully than your competitors.
Positioning your products or services is key to marketing them. If your product has unique selling points, it is vital that you place these well within your marketing strategy and campaigns.
For instance, you’re promoting your new private game reserve, you’ll face immense competition, and you’ll have to attract the audience with unique experiences it has. The customer wants exclusivity, game drives, exclusive accommodation, and unique flair that will make their visit to your game reserve different from the mainstream trends. If the description of your offer gets the attention of your target audience, you’ll definitely be one step closer to achieving the goals of your marketing campaign.
Now that you’ve identified your target market and understand it, you’ve also outlined your USPs, the next step is to pursue promotional activities to promote your business.
You need to convey this to your target audience through a series of activities that include advertising, online presence, seminars, webinars, promotions, giveaways, interviews, and other smart ways of using media. Each and every action you take must link together with your marketing strategy.
Any marketing plan or strategy needs to be monitored and report to gauge its effectiveness. This is a control element that not only helps you see how your strategy is performing, it also assists in informing your future marketing strategy.
A simple approach is to ask each new customer how they heard about your business. More in-depth analysis can come from questionnaires, focus groups and examining customers’ online behaviour. Also, luckily, with digital marketing, we now have tools that can be used to measure and report each marketing activity.