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5 step process_for_a_more_structured_marketing_strategy

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Jatin Sethi

This document outlines a 5-step marketing strategy process called the Marketing Wheel. It breaks the process down into situational analysis, objectives, strategy, tactics and action, and control. Each step is further defined with sub-sections to guide planning, implementation, and performance monitoring of a marketing plan. The overall process is meant to provide structure to keep marketing efforts on track to achieve business goals.

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1 M U L T I P L E X A T L A N T A T 5STEP STRUCTURED PROCESS A MOREF MARKETING STRATEGY
3 TABLE O CONTENTS Introduction Marketing Wheel 1. Situational Analysis 2. Objectives 3. Strategy 4. Tactics + Action 5. Control Summary
1 We get it. Running a team or your own business is stressful, especially without the right tools. We’ve heard it from clients for years. The one thing that gives them peace of mind is knowing there is a plan in place – a structure, a process – to keep everything moving in the background. We’ve adopted our own plan: the Marketing Wheel. It breaks out the process of creating a marketing plan into these five steps: N 01 S ITUATION AL AN ALYS IS N 02 OBJ ECTIVES N 03 STRATEGY N 04 TACTICS + ACTION N 05 CON TROL INTRODUCTION Here’s t breakdown
2 Brand& MessageAudit CurrentPerformance Customer Insight Review C urrent A udience Marketplace Understanding Competitive Audit Define Marketing Goals Align MGs withBusiness Goals Set SMART Objectives Select KPIs Persona D evelopm ent Empathy Mapping Segmentation andTargeting Positioningand MarketingMix EngagementStrategy Content Strategy Content/M essage D evelopm ent Define & Develop Assets/Creative Channel Setup Reporting Setup Editorial Calendar ResourceAllocation Process: Regular Reviews Tools: R eporting Qualitative/ QuantitativeData Prioritize Actions SITUATIONAL ANALYSIS WHERE ARE WE NOW? OBJECTIVES WHEREDOWEWANTTO BE? STRATEGY H O W DO W EGETTHERE? TA C TICS & ACTION W H AT DO W E NEEDTOGETTHERE? CO N T R O L HO W W I LL W E M O NITOR THE PERFORMANCE? 1 2 3 5 4 T MARKETING WHEEL
3 This is where the marketing cycle begins. You must define your opportunities before you can create strategies to take advantage of them; otherwise, you might as well be trying to catch rainbows with a butterfly net. This section is broken out into six sub actions: 80% use LinkedIn as their primary social platform then Twitterfollowed by Facebook where are we now? N 01 SITUATIONAL ANALYSIS P R O F E S S I O N A L S O F M A R K E T I N G N 01.1 N 01.2 N 01.3 N 01.4 N 01.5 N 01.6 Brand and Message Audit Current Performance Customer Insight Review Current Audience Marketplace Understanding [Blog] Competitive Audit HERE’S THE DRILL!
4 Once you’ve defined your problem and have done some initial research and benchmarking, it’s time to review your goals. These insights as well as other information will insure you can actually measure the success of your campaign. Goals are super important! We’ve seen too many clients struggle with this part of the process. Either they set completely unrealistic goals (which is usually the case), or they don’t have the right technologies in place to accurately measure them (which is where we can help). Here are the things you can do when setting marketing goals and objectives: where do we want to be? N 02.1 N 02.2 N 02.3 N 02.4 [Blog] Define Marketing Goals Align Marketing Goals with Business Goals TOP PRIORITIES F MARKETERS These priorities will never be achieved without solid goals in place, which is the main point of this section. CONVERTING CONTRACTS/ LEADS TO CUSTOMERS GROWING TRAFFIC TO WEBSITE INCREASING REVENUE DERIVED FROM EXISTING CUSTOMERS PROVING THE ROI OF OUR MARKETING ACTIVITIES SALES ENABLEMENT REDUCING THE COST OF CONTACTS/LEADS/ CUSTOMER ACQUISITION Set Smart Objectives [Blog] Select Key Performance Indicators (KPIs) 70% 55% 45% 39% 29% 24% N 02 OBJECTIVES LET’S NAIL THIS!
5 Now that your initial research is done and goals are set, it’s time for the most important part (in our opinion): creating a strategy. You need to set up how you’re going to take all of this information and deliver it to the customer. The strategy should lay out the plan for how you’re going to execute everything you’ve learned in the first two phases. These are the steps you’ll take when building out your marketing strategy: how do we get there? N 03.1 N 03.2 N 03.3 N 03.4 N 03.5 N 03.6 Segmentation and Targeting Positioning and Marketing Mix Engagement Strategy [Blog] Persona Development [Blog] Empathy Mapping [Blog] Content Strategy TOP CHALLENGES F MARKETERS Metrics-driven challenges (amount of traffic and leads generated and proving ROI) are the big challenges facing marketers. A comprehensive strategy will help you understand what you need to do to conquer them. GENERATING TRAFFIC AND LEADS PROVING THE ROI OF OUR MARKETING ACTIVITIES SECURING ENOUGH BUDGET IDENTIFYING THE RIGHT TECHNOLOGIES MANAGING OUR WEBSITE TARGETING CONTENT FOR AN INTERNATIONAL AUDIENCE 63% 40% 28% 26% 26% 21% IT’S STRATEGY TIME. GO NUTS! N 03 STRATEGY
6 Let’s get ready to produce something awesome! This is the part that usually gets the emotions going. The visuals that makes us say, “Man, I need some of that!” or the stuff that just makes us cry a little. The point is to execute the strategy in a way that makes people want to engage with what you’ve created. Don’t screw this up! Each phase is dependent on the previous phase. If you botch the execution phase, the strategy phase will probably get a little angry at you. Here’s what you’re going to do: what do we need to get there? N 04.1 N 04.2 N 04.3 N 04.4 N 04.5 N 04.6 Content/Message Development [Blog] Define and Develop Creative Assets Channel Setup Reporting Setup Editorial Calendar Resource Allocation N 01 G ROWIN G S EO/ORGAN IC N 02 BLOG CON TEN T CREATION N 03 CON TEN T DISTRIBUTION N 04 MARKETIN G AUTOMATION Inbound priorities f marketers N 04 TACTICS A ACTION THIS PART UP DON’T SCREW These priorities are the foundation for creating a well-oiled content marketing machine.
7 N 04 [BLOG] DIG ITAL CAM PAIG N AN ALYS IS: THE GOOD, THE BAD, AND THE UGLY Now that your plan has been created and implemented, it’s time to review everything and see what your qualitative and quantitative data is telling you. Chances are you’ll find some trouble areas somewhere along the line, especially if this is your first marketing plan. Meet as a team often, but not so often that your meetings become “just another meeting.” You know, the kind where everyone’s just looking at their phones, including the person running the meeting. During this final phase we will: how will we monitor the performance? N 05.1 N 05.2 N 05.3 N 05.4 Set Regular Reviews Report [Blog] Dig into Qualitative and Quantitative Data Prioritize Actions BONUS BLOG! B R A N D S T R A T E G I S T T H O U G H T S O F A N 05 CONTROL HOW ARE YOU MEASURING UP?
8 SUMMARY ABOUT MULTIPLE ATLANTA We bring extensive experience, structure, and a proven process to help our clients clarify their message, develop their brand, and drive quality traffic through inbound marketing strategies. Multiple Inc. is team of strategists, designers, researchers, brand consultants, marketers, content creators, web developers, video producers, and certified Hubspot partners focused on helping clients innovate, differentiate, and communicate. MULTIPLEINC.COM / 678.691.2705 For more helpful insights on brand and digital strategy, visit THOUGHTSOFABRANDSTRATEGIST.COM, a project of Multiple Atlanta. Once you have finished the review process, you can use the information gathered to feed into the next opportunity, continually improving your marketing cycle to grow your customer base and your profits. Take our FREE online survey and find out. This is one of the steps in determining your Situational Analysis (No. 1). Our inbound survey will help you spot the weak and strong points in your marketing efforts. TAKE THE SURVEY what’s your inbound marketing score?

More Related Content

5 step process_for_a_more_structured_marketing_strategy

  • 1. 1 M U L T I P L E X A T L A N T A T 5STEP STRUCTURED PROCESS A MOREF MARKETING STRATEGY
  • 2. 3 TABLE O CONTENTS Introduction Marketing Wheel 1. Situational Analysis 2. Objectives 3. Strategy 4. Tactics + Action 5. Control Summary
  • 3. 1 We get it. Running a team or your own business is stressful, especially without the right tools. We’ve heard it from clients for years. The one thing that gives them peace of mind is knowing there is a plan in place – a structure, a process – to keep everything moving in the background. We’ve adopted our own plan: the Marketing Wheel. It breaks out the process of creating a marketing plan into these five steps: N 01 S ITUATION AL AN ALYS IS N 02 OBJ ECTIVES N 03 STRATEGY N 04 TACTICS + ACTION N 05 CON TROL INTRODUCTION Here’s t breakdown
  • 4. 2 Brand& MessageAudit CurrentPerformance Customer Insight Review C urrent A udience Marketplace Understanding Competitive Audit Define Marketing Goals Align MGs withBusiness Goals Set SMART Objectives Select KPIs Persona D evelopm ent Empathy Mapping Segmentation andTargeting Positioningand MarketingMix EngagementStrategy Content Strategy Content/M essage D evelopm ent Define & Develop Assets/Creative Channel Setup Reporting Setup Editorial Calendar ResourceAllocation Process: Regular Reviews Tools: R eporting Qualitative/ QuantitativeData Prioritize Actions SITUATIONAL ANALYSIS WHERE ARE WE NOW? OBJECTIVES WHEREDOWEWANTTO BE? STRATEGY H O W DO W EGETTHERE? TA C TICS & ACTION W H AT DO W E NEEDTOGETTHERE? CO N T R O L HO W W I LL W E M O NITOR THE PERFORMANCE? 1 2 3 5 4 T MARKETING WHEEL
  • 5. 3 This is where the marketing cycle begins. You must define your opportunities before you can create strategies to take advantage of them; otherwise, you might as well be trying to catch rainbows with a butterfly net. This section is broken out into six sub actions: 80% use LinkedIn as their primary social platform then Twitterfollowed by Facebook where are we now? N 01 SITUATIONAL ANALYSIS P R O F E S S I O N A L S O F M A R K E T I N G N 01.1 N 01.2 N 01.3 N 01.4 N 01.5 N 01.6 Brand and Message Audit Current Performance Customer Insight Review Current Audience Marketplace Understanding [Blog] Competitive Audit HERE’S THE DRILL!
  • 6. 4 Once you’ve defined your problem and have done some initial research and benchmarking, it’s time to review your goals. These insights as well as other information will insure you can actually measure the success of your campaign. Goals are super important! We’ve seen too many clients struggle with this part of the process. Either they set completely unrealistic goals (which is usually the case), or they don’t have the right technologies in place to accurately measure them (which is where we can help). Here are the things you can do when setting marketing goals and objectives: where do we want to be? N 02.1 N 02.2 N 02.3 N 02.4 [Blog] Define Marketing Goals Align Marketing Goals with Business Goals TOP PRIORITIES F MARKETERS These priorities will never be achieved without solid goals in place, which is the main point of this section. CONVERTING CONTRACTS/ LEADS TO CUSTOMERS GROWING TRAFFIC TO WEBSITE INCREASING REVENUE DERIVED FROM EXISTING CUSTOMERS PROVING THE ROI OF OUR MARKETING ACTIVITIES SALES ENABLEMENT REDUCING THE COST OF CONTACTS/LEADS/ CUSTOMER ACQUISITION Set Smart Objectives [Blog] Select Key Performance Indicators (KPIs) 70% 55% 45% 39% 29% 24% N 02 OBJECTIVES LET’S NAIL THIS!
  • 7. 5 Now that your initial research is done and goals are set, it’s time for the most important part (in our opinion): creating a strategy. You need to set up how you’re going to take all of this information and deliver it to the customer. The strategy should lay out the plan for how you’re going to execute everything you’ve learned in the first two phases. These are the steps you’ll take when building out your marketing strategy: how do we get there? N 03.1 N 03.2 N 03.3 N 03.4 N 03.5 N 03.6 Segmentation and Targeting Positioning and Marketing Mix Engagement Strategy [Blog] Persona Development [Blog] Empathy Mapping [Blog] Content Strategy TOP CHALLENGES F MARKETERS Metrics-driven challenges (amount of traffic and leads generated and proving ROI) are the big challenges facing marketers. A comprehensive strategy will help you understand what you need to do to conquer them. GENERATING TRAFFIC AND LEADS PROVING THE ROI OF OUR MARKETING ACTIVITIES SECURING ENOUGH BUDGET IDENTIFYING THE RIGHT TECHNOLOGIES MANAGING OUR WEBSITE TARGETING CONTENT FOR AN INTERNATIONAL AUDIENCE 63% 40% 28% 26% 26% 21% IT’S STRATEGY TIME. GO NUTS! N 03 STRATEGY
  • 8. 6 Let’s get ready to produce something awesome! This is the part that usually gets the emotions going. The visuals that makes us say, “Man, I need some of that!” or the stuff that just makes us cry a little. The point is to execute the strategy in a way that makes people want to engage with what you’ve created. Don’t screw this up! Each phase is dependent on the previous phase. If you botch the execution phase, the strategy phase will probably get a little angry at you. Here’s what you’re going to do: what do we need to get there? N 04.1 N 04.2 N 04.3 N 04.4 N 04.5 N 04.6 Content/Message Development [Blog] Define and Develop Creative Assets Channel Setup Reporting Setup Editorial Calendar Resource Allocation N 01 G ROWIN G S EO/ORGAN IC N 02 BLOG CON TEN T CREATION N 03 CON TEN T DISTRIBUTION N 04 MARKETIN G AUTOMATION Inbound priorities f marketers N 04 TACTICS A ACTION THIS PART UP DON’T SCREW These priorities are the foundation for creating a well-oiled content marketing machine.
  • 9. 7 N 04 [BLOG] DIG ITAL CAM PAIG N AN ALYS IS: THE GOOD, THE BAD, AND THE UGLY Now that your plan has been created and implemented, it’s time to review everything and see what your qualitative and quantitative data is telling you. Chances are you’ll find some trouble areas somewhere along the line, especially if this is your first marketing plan. Meet as a team often, but not so often that your meetings become “just another meeting.” You know, the kind where everyone’s just looking at their phones, including the person running the meeting. During this final phase we will: how will we monitor the performance? N 05.1 N 05.2 N 05.3 N 05.4 Set Regular Reviews Report [Blog] Dig into Qualitative and Quantitative Data Prioritize Actions BONUS BLOG! B R A N D S T R A T E G I S T T H O U G H T S O F A N 05 CONTROL HOW ARE YOU MEASURING UP?
  • 10. 8 SUMMARY ABOUT MULTIPLE ATLANTA We bring extensive experience, structure, and a proven process to help our clients clarify their message, develop their brand, and drive quality traffic through inbound marketing strategies. Multiple Inc. is team of strategists, designers, researchers, brand consultants, marketers, content creators, web developers, video producers, and certified Hubspot partners focused on helping clients innovate, differentiate, and communicate. MULTIPLEINC.COM / 678.691.2705 For more helpful insights on brand and digital strategy, visit THOUGHTSOFABRANDSTRATEGIST.COM, a project of Multiple Atlanta. Once you have finished the review process, you can use the information gathered to feed into the next opportunity, continually improving your marketing cycle to grow your customer base and your profits. Take our FREE online survey and find out. This is one of the steps in determining your Situational Analysis (No. 1). Our inbound survey will help you spot the weak and strong points in your marketing efforts. TAKE THE SURVEY what’s your inbound marketing score?