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An in-depth look at the aspects of marketing
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There are many markets and many customers, with many needs and situations. Marketing strategy outlines the high-level approach by defining:

  • Target market and customer -  whom you want to buy from you

  • Value proposition - how you make your customer’s life better

  • Product definition - what you’re selling (especially any “extras”)

  • Positioning - how your product differs from alternatives

  • Pricing - the pricing structure (e.g., subscription v freemium v single-buy)

  • Channels - how you will get your promotional messaging and your product to your customers

Marketing Strategy
Systems and Technology
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A “tech stack,” whether simple or complicated, is necessary for marketing. The basic system functionality you need:

  • Email - communicate with your list of contacts and see who is engaging

  • Landing Pages - easily set up pages to target a specific audience or offer

  • Lead Nurturing - set up “workflows” to educate prospects about their needs and your products

  • Blogs - a place for you to offer articles on a regular basis

  • Social Media - a way to easily manage your social media posts

  • Lead Scoring - a way to identify prospects who are showing buying behaviors

  • Customer Relationship Management (CRM) - a repository for customer information

  • Analytics - The ability to evaluate engagement data

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Although marketing departments often start with just a single person, there are several roles needed when a company commits to generating marketing-driven revenue:

  • Chief Marketing Officer (CMO) - Defines the strategy and provides marketing insight to assess the data and choose the right tactics to use

  • Marketing Director - Oversees marketing campaigns and projects

  • Marketing Manager - Carries out marketing campaigns and projects

  • Marketing Administrator - Carries out tasks associated with campaigns and projects

  • Specialist - Someone with expertise and experience in a specific area of marketing

  • Agency - A group of specialists who cover multiple areas of marketing

Campaigns and Tactics
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Campaigns are “recipes” of marketing tactics designed to get a specific outcome. For example, if you want to generate new leads, your campaign could include a combination of:

  • social media ads

  • paid search

  • PR

  • online content offers

Or your campaign could include:

  • paid search

  • trade show exhibiting

  • direct mail

  • follow-up emails 

Or a dozen other combinations of marketing tactics.  Which is what marketing so challenging, and why it is more art than science.

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Nobody knows The Answer for what will work at this time for your business in your markets with your offer.  We can speculate.  And some hypotheses will be better than others.  There are likely recipes that will be more successful, but it will likely take a lot of experimenting to discover them.  This is an important skill in marketing today.

Project Management
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It used to be that you needed to know marketing to manage marketing campaigns.  Now, you can gather experts-for-rent and use off-the-shelf tools to get a lot of maketing tactics done.  But someone has to play traffic cop with all of that work, so project management is an important skill in marketing today.

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