Marketing is more than developing a logo and guarding your corporate identity. If there is a good strategy behind it, marketing makes a significant contribution to the return and growth of your company. What is marketing then? The best description comes from English. A marketing strategy is a process that can allow an organization to concentrate its resources on optimal opportunities with the goals of increasing sales and achieving sustainable, competitive advantage. Freely translated: A marketing strategy is a process that allows an organization to focus its resources on the best opportunities, with the aim of increasing sales and structural advantage over the competitor.
IN PRACTICE Beautiful words, but how do you translate it into practice? In this e-book you will learn what is involved in devising and realizing a successful marketing strategy, through six steps: Step 1 Determine marketing objectives Step 2 Analyze the current situation Step 3 Choose the right marketing tools Step 4 Determine KPIs, what are we going to measure up to? Step 5 Formulate a marketing year plan. Step 6 Implementation and optimization
DETERMINE MARKETING OBJECTIVES If you don’t know where you want to go, it is difficult to find your way. Step 1 to a successful marketing strategy is to define concrete objectives. So not: more visitors to the website or more requests via the internet. However, structural visitors to the website or 100 requests per month via online channels. Clear objectives make it easier to test the feasibility and thus determine the success of your marketing strategy.
ANALYZE THE CURRENT SITUATION Every organization does marketing. Sometimes this happens under the heading of sales, so you do not recognize it as such. Before coming up with a new marketing strategy, it is important to analyze what is already being done in marketing. This gives you insight into the results and points for improvement. In many cases, it will appear that optimizing existing activities yield good returns in terms of both costs and time. EXAMPLE If you are looking at the results of a digital newsletter and you know that the goal is to realize more quotation requests, look at things like subject line (is this attractive enough?),
Position of the commercial message, opening percentages, and clicks on the links in the newsletter. Check whether these points can be improved. For example, you can discover improvements per micro-level marketing activity and many small improvements lead to a large improvement in total. Tip: also look at what your competitors are doing. What are they doing well and less well? Learn from it, get ideas, and don’t make the same mistakes.