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.
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), psychographic characteristics (e.g. subconscious or conscious beliefs, motivations, and priorities), spending habits, etc.. 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/posts in social media that specifically addresses the target audience, or developing a marketing campaign for the sales force to carry out.
Apollo can also help you develop a Marketing Plan, Business Strategy , Business Plan or a Strategic Plan.
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