And a strong marketing plan is based upon our comprehensive understanding of your business plan, one that is supported by a clearly-defined financial proposition in terms of revenue, investment, costs and budgets.
These are the sorts of questions we will answer during our strategic marketing planning process…
Once you know the answers to these questions, we are then able to create a marketing plan, and this will lead to the creation and delivery of successful marketing strategy. It will provide the basis of your strategic brand proposition. It will allow you to develop a list of all the sales collateral and marketing materials your organisation needs to have in place before lead generation activities begin. It will allow you to establish if there is a need to invest in systems and processes to improve the performance of your sales pipeline. It will allow you to identify all the different digital and non-digital media to invest in to generate leads, and the strategies and tactics to use for each one. It will allow you to create an environment where all your marketing campaigns can be measured, analysed and improved on an ongoing basis.
Although we have explained this process in the context of a complete marketing plan and an overall marketing strategy, we follow the same basic rules when applying ourselves to the delivery of a specific marketing need – such as the creation of a new brand proposition or a fresh website, or when devising a digital advertising strategy or an integrated advertising campaign – so we always deliver an element of marketing consultancy in everything we do. Why? Because this will always deliver better results for your organisation.
Here are some of the key elements which we are likely to include with a strategic marketing plan:
Are you talking to the right people? Whether you’re operating in a traditional B2B or B2C marketplace, or working within a more complex sales channel distribution network, we’ll get right under the skin of your target audience and create detailed profiles to make sure we’re communicating with them in the best possible way.
People make decisions based on both rational needs and emotional drivers, so we have to bear this in mind when creating messages that influence their behaviour. We need to understand each customer segment’s pain points too, which means we need to stand in their shoes and be able to empathise when considering how best to explain the features and benefits of your products and services to them in a way which makes sense to them as individuals – and we need to create customer personas to make sure that marketing messages are as hard-hitting as possible.
We like to take a good look inside your business to get a full 360 degree view of your organisation. An internal review ensures that external efforts are working as effectively as possible, that all staff involved both directly and indirectly in the sales and marketing process are aware of their responsibilities, and that they have the skills, support and systems in place to do their job as well as possible. Your people really are one of the most important ingredients to bear in mind when it comes to the delivery of a successful marketing plan and associated marketing strategies. So, let’s make sure we get them fired up and fully supportive of all your sales and marketing efforts form the word go!
The bottom line is that we will always work in close partnership with you from start to finish to find a marketing solution that will help your organisation to achieve its corporate ambitions, whatever they may be – such as increasing sales leads, improving conversion rates or optimising customer lifetime value.
Looking for marketing consultancies in London? Please get in touch if you would like to find out more about who we are and how we can help. We offer a two-hour marketing consultation without cost or obligation at a venue of your choice to discuss any marketing challenges you are facing.