Develop a Marketing Strategy

Management Consulting for Small and Mid-sized Companies

Need more customers?

A marketing strategy identifies your best customers and how to get more of them. If you need more customers, or more importantly, more of the right kind of customers, you need an effective marketing strategy (and a marketing plan). Apollo’s marketing consultants can help.

Call us at (401) 862-6339 to help you get more of the right kind of customers


A marketing strategy is the framework by which a company increases sales and achieves a sustainable competitive advantage. It is based on a company’s Unique Selling Proposition (USP) which describes the unique benefit or benefits the customer gets from the company’s product or services. It defines why a customer would want to buy from you. These benefits must be meaningful to the customer.

Customer characteristics

The marketing strategy itself starts with identifying the characteristics of your ideal customer. This is done in terms of demographic (e.g. age, location, incomes, specific needs) and psychographic characteristics (e.g. subconscious or conscious beliefs, motivations, and priorities). These taken together are used to try to identify the customer and explain and predict consumer behavior.

Marketing Personas

The next step is to create a set of marketing personas that represent the different user types within the ideal customer set (targeted demographic) that are expected to use the product in a similar way (one type of persona).

Customer Segmentation

Typically, you will find that there is more than one profile and persona combination for your customers. So you want to break down your target customers into addressable segments. By addressable, I mean that you have ways of finding and reaching those customers defined by the profile and persona. This segmentation is then used to develop specific messaging and to deliver that messaging through specific marketing channels.

Market Research and Competitive Positioning

Apollo can conduct original market research and customer surveys to inform the development of your marketing strategy.

Building on the business strategy and/or Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, competitors are evaluated and their competitive positioning is identified.

To do this properly, there must be sufficient information derived from a review of customer needs, competitors, opportunities, consideration of all of the internal and external environmental factors, identification of constraints (resource and other) and the evaluation of other factors including technological, economic, legal or political. Apollo’s marketing consultants can assist you in creating or improving your company’s Unique Selling Proposition. It is how you are going to reach out to your targeted prospective customers and get them to buy from you. The USP is designed to differentiate your company’s products and services from the competition and to have them stand out in terms of competitive positioning.

Marketing strategies can be based on a large range of differentiating factors but they all boil down to what is unique about your offering (product quality, service, location, etc.). Apollo’s marketing consultants can help you determine what kind of strategy will be most effective for your company.

Marketing Plan

The marketing plan takes these addressable segments, develops the messaging, identifies the channels and combines them with specific actions to take such as running ads in social media, or advertising in a magazine that specifically addresses the target audience (Road and Track or Backpacker for example) etc.
Call today or use the reply box for a no obligation consultation to find out how one of Apollo’s marketing consultants can assist your company in developing a marketing strategy.

Apollo can also help you develop a Marketing Plan, Business Strategy , Business Plan or a Strategic Plan.

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