Before you start marketing any service-based business, it is essential to develop a marketing strategy. I have worked for multiple companies that do not have a marketing strategy, and therefore they are always rebuilding the department instead of just creating a plan. An effective marketing plan should include your goals and objectives, target market, services you offer, and marketing activities you\’d like to implement to achieve your goals.
Since I have seen a lot of companies fail because they do not have a marketing plan I decided I am going to share with you X steps you should follow to develop a marketing strategy.
How to develop a marketing strategy
1. What is your market positioning?
To decide on what your market positioning is you need to know what your target market or niche is. Creating a marketing message that speaks to your target market will be more effective than one that speaks to the general population. When you specialize in an area of expertise, not only will it build credibility and trust with your consumers, but it will also help give you authority online.
2. Design a strong brand
When it comes to your brand there are a few elements you should have. This includes a mission statement, strong and readable long, and a brand style guide. Your mission statement tells consumers why for the business and what you can do for them. The mission statement is what builds a connection between you and your target audience. The style guide will be the final part of your branding and should include your visual identity and the values that surround it. This includes your logo and the ways it\’s allowed to be used, fonts, images, and approved color palette. You\’ll also want to have a few words that describe your brand values so people will be able to understand your business\’s tone.
3. Build a great website
When you\’re a service-based business, your ideal consumers are likely to visit you via your website. This means, your website is their first impression of you. You\’ll want to make sure the website is easy to navigate, if you\’re not savvy with the technical side of things then you should hire a web developer. Furthermore, if copywriting is not your strength, then your best bet is to hire a copywriting specialist whose copy will be better for conversions.
4. Write a marketing plan
I know, I know – structure and accountability are not for everyone, but you definitely need a marketing plan. A marketing plan doesn\’t have to be complicated, but it still needs to be there. It should include your objectives and what you want to achieve, activities that will help you achieve your goals, targets, and goals you\’re setting and how will you measure and track performance. There may be specific things you need to hire out to create a structured marketing plan for instance if you are looking to make an AI impact you may want to hire a robotics pr company.
5. Grow your email list
Something you may or may not realize is that at any given time, there is only a certain number of people who will be ready to buy from you. Growing an email list will likely be an essential part of your marketing strategy. Growing a following allows you to build awareness, provide value, and ultimately nurture your sales prospects.