A marketing strategy is one of the most important elements of your business marketing. It helps you in the decision-making process to take the right actions at the right time. A good strategy is the necessary foundation for all of your marketing activities.
Creating a good marketing strategy can be a handful. Large companies often spend hours developing the right blueprint and end up with an extensive file of studies, references, and tactics to work with. As a small or medium-sized company, chances are you don't have the time or budget to develop such a bulky document. And that's okay. When you put a little effort into it, it is possible to come up with a concise but very usable plan in less than an hour. It's easily adjustable and can be altered when needed, e.g. when your business is growing, you offer new products or services, or when there are other changing factors.
Free template for a one-page marketing strategy
We'd like to help you out with our free and ready-to-fill-in template.
Download the PDF file at the bottom of this page, print it out and start filling in the blanks. But first, let's go over the parts that need to be completed:
Main goal(s)
What do you want to achieve with your marketing activities at a company level? Increase revenue? Attract more customers? Improve brand awareness? Try to make your business goats SMART: specific, measurable, attainable, relevant, and time-bound.
Objectives
Describe the milestones you want to achieve during the process. These defined goals will help you along the way. Objectives can be: targeting of new customers, retaining existing customers, developing a lead generation concept, building brand awareness and so on.
Initiatives
Your marketing initiatives are the efforts you will make to achieve your objectives and ultimately your goals. This can be the implementation of content marketing, organizing an event, building or updating your website, or collecting and using customer data.
Key Performance Indicators
Setting KPIs is crucial to know if your efforts are paying off. With a key performance indicator you can: measure the effectiveness of your initiatives, evaluate their success and make adjustments where necessary. Examples of KPIs are the number of new customers, the cost per acquisition, or the number of new subscribers.
Market, audience and channels
- Target Audience: Who will benefit from your products or services? Determine your target audience according to relevant parameters like age, gender, location, education, or socioeconomic status.
- Products and services: Describe the offer you will be promoting to your target audience.
- USP's: What are the most important unique selling propositions of your company, products, or services? What is the main reason your target audience will be interested in buying?
- Messages: A good message should be engaging and to the point. Use good motivation and a call-to-action to trigger your audience. Put yourself in the shoes of your customer and pose a question: "what's in it for me?"
- Media: Through which channels can you best reach your target audience? Choose a good combination of online and offline channels to get good coverage.
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