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Marketing Strategy: Definitions, Steps, Types, & Templates

Published August 30, 2018
/ Updated July 6, 2022

A solid marketing strategy will help you reach your target demographic, ranging from individuals who have never heard of your company to long-term clients.

If you don’t have a set plan, you’ll have to throw stuff on the wall to see what sticks. And you’ll only be losing money, time, and resources while you try to figure out what works.

What Is Marketing Strategy?

A company’s marketing strategy is its plan for reaching out to potential consumers and converting them into paying customers for its goods and services. A marketing strategy includes:

Marketing Strategy

  • The company’s value proposition.
  • Core brand messaging.
  • Information on the target customer.
  • Other high-level components.

It’s crucial to keep ahead of the curve in the fast-evolving marketing business if you want to thrive and maintain relevancy with your audience.

What Is The Importance Of Marketing Strategy?

Choosing the correct marketing strategy for your business will provide several benefits, including:

  • Provides your company with an edge over its competition.
  • Assists in the development of goods and services with the highest profit potential.
  • Aids a company in making the best use of its resources to deliver a sales message to its target market.
  • It’s highly scalable, meaning it accommodates and grows with your organization.
  • Can also be repeatable to test various scenarios and yield the best results while providing future case studies and statistics.

A robust and ideal marketing plan will include the following elements:

  • Aligns your team behind a set of objectives
  • Assists you in connecting your efforts to your company’s goals
  • Allows you to determine what connects with your audience and test it

What Are The Steps Of Marketing Strategy?

Apart from the points discussed in the above section of the article; what are the key things you should include when working on your company’s Marketing Strategy? Let’s take a look:

1. Begin With A Documented Marketing Plan

To begin, document everything you learn and do so that all marketers, agencies, executives, and other stakeholders in your organization understand the following:

  • Who you’re targeting
  • What your objectives are
  • How to differentiate yourself from the competition
  • How to reach your audience
  • What will measure your success

Documenting your content plan is critical to the effectiveness of your content marketing efforts.

Setting goals can often be the difference between success and failure. It is believed that writing (or typing) your objectives allows them to become more ingrained in your brain.

Organized Marketers are 674% more likely to report success.

We know and understand how daunting it may be to create a marketing strategy from the beginning. That is why we have created 40 marketing plan samples to assist you in developing your framework.

2. Understand Your Target Audience & The Market

Research Customer Pain Points & Expectations

Effective marketing targets a specific audience. Knowing who those individuals are can help you sell more effectively.

You can pinpoint your target demographic and design marketing accordingly with sufficient research and analysis.

Identify Market Trends

While understanding your audience can only get you so far, knowing your market trends keeps you shining on your path. Identifying and knowing current trends in the market helps you improve yourself and keep updated with the competition.

Understand The Competition & Your Unique Selling Proposition

  • Competitive analysis is the process of determining the strengths and weaknesses of your competitors to acquire a better grasp of how to conduct your business and reach new audiences. Conducting a competitive study is critical for determining how you will run your whole organization.
  • The SWOT analysis refers to a company’s Strengths, Weaknesses, Opportunities, and Threats. It can assist you in determining what may separate you from your competitors and the resources available to capitalize on that opportunity.

Document Buyer Personas

Your marketing persona is a document that covers the who, what, when, where, and why of your target audience and broad demographic data such as gender, job title, job function, business size, team size, requirements, pain points, and difficulties.

3. Define Your Unique Value Proposition & Key Differentiators

Identify Your Brand Value & Offering

While your logo, goods, website, and even your digital marketing efforts may evolve, one constant must be your brand values. Your fundamental brand values are the principles around which you found your business.

They work as a compass for your brand’s narrative, activities, behaviors, and decision-making process.

Define Your Unique Brand Voice

Brand Voice

The term brand voice refers to the personality and emotion infused into a company’s communication. It involves the words and language you employ to the personality and image elicited by your marketing materials.

You must ensure that your message is heard above the competition and leaves a lasting impact on potential clients.

Create Your Creative Visual Identity

Your brand’s design is its unsung advocate. Now, more than ever, the visual appearance of your brand can make or break your business.

Visual identity is not exclusive to large corporations; small, direct-to-consumer firms may also develop one at a modest cost. We strongly advise you to create an excellent visual identity, even if you are just getting started.

Document Your Brand Positioning & Messaging

Brand positioning determines how your product is viewed while messaging serves as a vehicle for amplifying that perception. Together, they define your company’s position in the market and ultimately determine its long-term success.

4. Set Marketing Goals & Objectives

What Are Marketing Goals?

Your marketing goal is a defined, quantifiable, aspirational, reasonable, and time-bound statistic that serves as the driving force behind all your marketing efforts.

Marketers who document their aims and objectives are more likely to see them through to completion.

What Are Marketing Objectives?

Marketing objectives are quantifiable goals that define the desired outcome of your marketing approach. Their primary objective is to direct your marketing efforts toward certain milestones.

Document SMART Goals

It is critical to ensure that your marketing objectives are Specified, Measurable, Attainable, Realistic, and Time-bound – or SMART for short. The SMART approach enables a supervisor to manage marketing activities effectively and forecast the success of new objectives.

5. Identify The Marketing Approaches & Media To Reach Your Target Audience

Understand Your Marketing Funnel

The marketing funnel is a funnel diagram that depicts how customers go through the customer journey.

 illustration of the coschedule marketing funnel

Prospective consumers, like sales funnels, begin at the top when they become aware of a need. They then examine items that satisfy that demand before making a purchase.

Define Your Marketing Channels

Any technique or platform used to advertise a product or service to customers is considered a marketing channel. The fundamental objective is to transfer the product or service ownership from the manufacturer to the consumer.

Choose Your Marketing Tactics

Marketing tactics are the actions used to drive the promotion of a product or service to achieve specified marketing objectives.

A case study is an example of a marketing approach. Blog articles, white papers, and videos are examples of material that may be used to implement that marketing technique.

6. Execute & Publish Marketing Activities

Marketing Calendar

A marketing calendar is a tool that allows you to plan and organize all of your marketing efforts in one location. It serves as a road map for all of your marketing efforts.

Marketing Execution

Marketing execution is how your marketing plan transforms into reality. You already know that a marketing strategy serves as a road map for selecting, prioritizing, planning, and finally, executing tasks that eventually benefit your business’s bottom line.

7. Measure & Analyze Results

Review Your Media

A marketing metric is a measurable metric used to track the effectiveness of a marketing campaign.

They are essential for your entire organization. Without them, it is hard to determine the precise impact of marketing on a business.

13 Types Of Marketing Strategies

1. Brand Positioning Strategy

A brand strategy is a comprehensive plan for linking your distinctive value to the appropriate target at every point of contact.

Brand positioning occurs regardless of whether you consciously include it in your marketing plan. You can affect this view proactively by designing your brand positioning before publishing content and defining your brand voice first.

2. Public Relations Strategy

Public relations is responsible for establishing and maintaining a positive connection with the public. To avoid falling behind, marketers must learn how to connect their public relations activities efficiently with other aspects of marketing.

Your public relations activities must target the appropriate audiences using the right strategies, and each strategy should have quantifiable objectives.

3. Product Marketing Strategy

Product marketing is like the interface between sales, marketing, and product development.

The majority of product marketing operations often concentrate in the bottom third of the marketing funnel – the thing that assists someone in making a final purchase decision and converting to successful, loyal customers. You can strategize the product marketing for better results.

product marketing breakdown illustration

4. Digital Marketing Strategy

A well-structured digital marketing plan is required to succeed as a business in today’s digital world.

Check out some helpful tips and more on our exclusive piece here.

5. Inbound Marketing Strategy

This strategy for attracting and engaging customers creates an organization that provides value and earns trust.

Rather than interrupting individuals who have not indicated an interest in your products, inbound marketing seeks to attract those who have previously acknowledged a need.

contextual marketing = inbound illustration

6. SEO Content Strategy

SEO is mainly concerned with content. With content marketing, SEO as we know it accelerated and gained popularity. Content marketers today have a greater potential than ever to leverage SEO-driven strategy.

7. Content Marketing Strategy

The content strategy ends in the publication of successful content. While you may have prepared your content and blog pieces, promoting them and ensuring that they reach your audience is an entirely different challenge.

Check out our blog post on Content Marketing Strategy for more information on this and several templates you can use to do the same thing.

8. Social Media Content Strategy

A social media content strategy details the information you publish on various social media platforms while also defining how to connect with your audience.

This strategy saves you time and helps you manage your social media accounts more effectively.

9. Email Marketing Strategy

Email marketing strategy is crucial for any business because, through emails, organizations engage with customers, segment them, and strategize their further marketing plans.

We have written an article on email marketing strategy and how DigitalMarketer nails this approach. Make sure to check it out!

10. Video Marketing Strategy

Video marketing is an ever-increasing trend. The returns of marketing from YouTube and TikTok are proof. Producing high-quality video content takes time. CoSchedule will ensure it receives attention.

11. Internal Marketing Strategy

A marketing strategy that focuses on fostering employee loyalty, competence, and engagement by “selling” your product and vision to them is called Internal Marketing Strategy.

You want them to genuinely grasp why you’re selling those things so they can convey that message to others – including your customers.

12. Editorial Strategy

An editorial plan specifies the content formats, distribution channels, and procedures that power your marketing activities and enable you to achieve your marketing objectives.

It is always focused on your target audience. As a result, an editorial strategy establishes clear criteria and expectations for content creation based on what your audience wants.

13. Ecommerce Marketing Strategy

Marketing is the first consideration when starting an Ecommerce shop. Once you’ve decided on what to offer, you’ll probably wonder how to increase traffic to your site and convert that traffic into sales.

Figuring out how to strategize can feel pretty daunting. But worry not, as we have a dedicated blog post on Ecommerece Marketing Strategy to help boost your sales.

Marketing Strategy FAQs

What is the difference between marketing strategy vs. marketing plan?

Marketing strategy is your purpose; it is the offering you supply, the method you deliver it, and why your marketing efforts will assist you in achieving your company’s mission and strategic goals. Having a clearly defined marketing strategy is critical for your business’s success.

A marketing plan, guided by your strategy, is the implementation, the road map for tactical marketing actions that assist you in achieving your marketing goals. It’s the detailed description of what you’re going to do, where you’re going to do it, when you’re going to do it, and how you’re going to measure success.

What is the difference between a marketing strategy vs. a marketing tactic?

Your marketing strategy defines your objective; it is the product or service you provide, how you give it, and why your marketing efforts will aid you in reaching your company’s mission and strategic goals. While many people see marketing as a hobby, having a well-defined marketing plan is vital to your business’s success.

Marketing tactics are the more specific methods to achieve the strategy’s objectives. While the process is long-term, tactics are more immediate and focused on a particular goal. Tactics complement strategy by conveying risks, successes, and failures.

What is an example of a marketing strategy?

Check out our post, listing some 14 exceptional marketing strategies and campaigns.

What are the 4 types of marketing strategies?

Marketing strategies mainly consist of these key points called ‘the 4 P’s of marketing. They are – Product, Price, Place, and Promotion. Check our blog post for a detailed breakdown here.

What are the 5 marketing strategies?

These are the 4 Ps of marketing – product, price, promotion, place, only now including a fifth part – people. You can learn more about this in our post here.

Why does my company need a marketing strategy?

The goal of any marketing is to generate profitable customer action. The more effectively you market your business and products, the more returns and increased customer base you will be able to see over time.

Tips For A Successful Marketing Strategy

Please have a look at the index of this hub to learn a lot more about all things related to marketing strategy.