{"id":13794,"date":"2013-04-29T07:17:40","date_gmt":"2013-04-29T12:17:40","guid":{"rendered":"http:\/\/ducttapemarketing.com\/blog\/?p=13794"},"modified":"2024-01-25T06:01:12","modified_gmt":"2024-01-25T13:01:12","slug":"marketing-strategy-planning","status":"publish","type":"post","link":"https:\/\/ducttapemarketing.com\/marketing-strategy-planning\/","title":{"rendered":"How to Make Strategy More Than a Nice Idea"},"content":{"rendered":"

Few things are more confusing to business owners and marketers than the idea of marketing strategy.<\/p>\n

\"marketing
photo credit: HikingArtist.com<\/a> via photopin<\/a> cc<\/a><\/figcaption><\/figure>\n

I think that\u2019s due in part to simple misunderstanding by many who try to apply the concept, but it\u2019s also due to the fact that strategy is very malleable \u2013 that is to say, it can be many things.<\/p>\n

A very solid way to define business strategy is the effective use of resources to reach stated objectives. Perhaps a more tangible way to define marketing strategy would be the effective use of resources to create and communicate a valuable and profitable difference in the marketplace.<\/p>\n

Either way you can see there\u2019s lots of room for interpretation.<\/p>\n

But, rather than debate the proper way to define what marketing strategy is, I would like to share how to develop it, bring it to life and give it a voice. No matter how perfectly you state your marketing strategy, if it doesn\u2019t live firmly in the tactics you employ to develop customers it\u2019s all for naught.<\/p>\n

The act of driving strategy deeply into your marketing consists of three elements:<\/p>\n

Determine a core point of difference<\/strong> \u2013 This is how you state why someone should hire you as opposed to someone else who says they do what you do. It\u2019s your unique value proposition and it must be developed with a narrowly defined ideal client in mind.<\/p>\n

I’ve written about this idea frequently and suggest you visit this post on ideal client<\/a> and this post on core difference<\/a> to get very specific how to instructions on this element.<\/p>\n

Create an engagement framework<\/strong> \u2013 Strategy based engagement thinking forces you to push your core marketing strategy into every marketing activity. I\u2019ve developed a very powerful tool for building this kind of framework called The Marketing Hourglass.<\/p>\n

The Marketing Hourglass is a concept that asks you to create processes, products, campaigns and engagement aimed at logically moving prospects and customers through seven stages \u2013 Know, Like, Trust, Try, Buy, Repeat and Refer. By viewing each of these stages as a place to reinforce your core difference as well as deliver key information, you create the kind of engagement that leads to you most profitable clients.<\/p>\n

Map content to strategy<\/strong> \u2013 Once you develop your core difference and outline your Marketing Hourglass it\u2019s time to give your strategy voice. This is based done by mapping how you will communicate your core difference through content that creates awareness, educates, builds trust and converts.<\/p>\n

You won\u2019t necessarily create every tactical element involved in implementing these three steps, but the planning process involved in fully developing your organization\u2019s marketing strategy must consider these elements as three parts of the strategy puzzle.<\/p>\n

Want help training your internal marketer on how to implement an effective marketing strategy and action plan? Check out our Certified Marketing Manager program<\/a>. In this program, our consultant will be your strategic advisor while they help you develop the marketing skills and knowledge of your team.<\/p>\n","protected":false},"excerpt":{"rendered":"

Few things are more confusing to business owners and marketers than the idea of marketing strategy. I think that\u2019s due in part to simple misunderstanding by many who try to apply the concept, but it\u2019s also due to the fact that strategy is very malleable \u2013 that is to say, it can be many things. […]<\/p>\n","protected":false},"author":2,"featured_media":13795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"spt_transcript":"","fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[4,10435],"tags":[1316,1304,2303],"class_list":["post-13794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy","category-strategy-first","tag-strategy-before-tactics","tag-the-marketing-hourglass","tag-total-content-system","post-wrapper","thrv_wrapper"],"acf":[],"yoast_head":"\nHow to Create a Marketing Strategy<\/title>\n<meta name=\"description\" content=\"No matter how perfectly you state your marketing strategy, if it doesn\u2019t live firmly in the tactics you employ to develop customers it\u2019s all for naught.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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