Structuring a marketing strategy is a complicated task. As a marketer, you’re expected to stay within a pre-determined budget and come up with viable, affordable opportunities to bring in qualified leads. It’s a lot of moving pieces for one person to manage.
But, fear not dear marketer. The steps outlined in today’s blog post take a simplistic look at the most vital components of any marketing strategy. It is our hope that this post will help you strategize efficiently to reach your best buyers faster.
1. Consider Internal Objectives
Take some time to consider your marketing goals and the role they play within your organization as a whole. Are you trying to increase brand awareness, generate more leads, improve customer engagement, create new business opportunities, or a combination of all of these things?
Until you figure out your main objectives, your marketing strategy will lack direction and clarity. For more information about setting clear, attainable marketing goals, check out the following articles:
- 5 B2B Marketing Metrics that Matter
- How to Manage Expectations Around Marketing Vanity Metrics
- 4 Essential Roles for the Modern Marketing Team
2. Create Unique Branding
Branding is a broad, often vague, term used in conjunction with the phrase marketing strategy. To identify and curate and unique brand, we recommend you focus first on the products and services your business offers. What differentiates you from your competition? Consider your core competencies as a business and why they are valuable to your customers.
Establish the image you want to portray to the public and align your marketing strategy with that image. This includes everything from your voice as a company, to your graphics, to your online presence, and virtually to any other public facing outlet or representation of your business.
Make sure your branding is appropriate for your industry but also distinct to your company. If people within your target market can identify who you are they’re more likely to think of you as an industry leader.
Learn more about B2B branding in the following blog posts:
- Contact Data Hygiene and the Future of Branding
- 6 Ways to Establish a Trustworthy Brand
- 9 Great Examples of B2B Brand Storytelling
- The Definitive to Guide to B2B Employee Engagement and Brand Awareness
- Expand Your B2B Brand Reach: A Beginner’s Guide
- 7 Event Branding Best Practices
3. Identify Your Target Market
Here’s where things gets tricky. You may think you know who your target market is, but how do you make sure you’re not leaving out potential lines of business? Work with other members of your company to compile the necessary data to construct buyer personas— or semi-fictional profiles made up of real characteristics and traits used to represent different segments of your customer base.
Because we’ve covered buyer personas extensively in the past, we won’t spend much time here. But, we can’t understate the importance of buyer personas and the insight they bring to critical marketing initiatives. Learn more about buyer personas in the blog posts below:
- The Beginner’s Guide to Buyer Personas
- Steps to Creating Buyer Persona Profiles [Infographic]
- Buyer Personas: The Missing Piece of Your SEO Strategy
- Buyer Personas: The Missing Piece of Your Lead Gen Puzzle [Infographic]
- How to Use Buyer Personas to Shorten the B2B Sales Cycle
4. Cater To Your Target Market
Once you have created your buyer personas, use them to personalize your marketing campaigns. By now, you likely understand how critical personalized marketing is. But, we’ll say it again: Content overload is real. The only way to cut through the influx of content and reach your ideal buyer, you must do your best to craft messages that speak to your buyer specifically.
To do so, you must pay close attention to buyer needs and generate marketing materials that will help your prospects make more informed decisions. Nurturing leads through the sales funnel will not only keep keep your brand top of mind, but it will also keep your relationship with prospects strong. When a potential buyer is ready to make a purchase, you have a better chance of winning their business.
- Targeted Marketing or Bad Poetry? [Infographic]
- The Risks of Personalization: When Marketers Cross the Line
- 20 Important Quotes About Personalization in Marketing
- Your Guide to Personalized Marketing [Infographic]
- 4 Key Considerations for More Personalized Marketing
- 26 Personalization Statistics for the B2B Marketer
5. Prioritize flexible, dynamic data.
Marketing data is constantly changing and this rapid change has more of an impact than ever before. Companies who rely on static data and static marketing strategies will soon be left in the past. But, companies who rely on flexible, automated data processes will have more access to their target audience. As a result, these companies will be more successful.
Learn how to adopt a more dynamic approach to data-driven marketing, in the following blog posts:
- 3 Ways to Operate a More Data-Driven Marketing Program
- The Beginner’s Guide to Agile Marketing
- Predictive Intelligence and the Future of B2B Marketing
Key Takeaways on Structuring a Marketing Strategy
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