Is Your Marketing a Persuasive Illusion?
The foundation of your marketing plan should be your business strategy. Without this base, your marketing effort is really a “persuasive illusion.” It looks great, but it’s built on nothing.
Where Do I Start With My Strategy?
Building your business strategy means defining where you are now and determining where you want to be. You need to address the gap between these two positions. Then, you can maintain and grow your business. Your marketing plan is just one of the tools needed to achieve your objectives.
Your business strategy needs to be visible and documented. Then, everyone on your team will be able to better understand what you want to do. All significant decisions should pass through the “filter” of your business strategy to insure they support your objectives. Every business discipline should also be aligned to support your plan.
Develop a Marketing Plan Supporting Your Strategy
So, let’s look at marketing now. In order to avoid being a “persuasive illusion,” it needs to clearly support your business strategy. For example, you may intend to target a new market of end users that know little about your company. Your objective is to gain sales by driving more leads to your distribution network.
The marketing plan could contain some of these types of elements:
- Research the “pain points” of these end users
- Develop new product or extend existing product lines
- Establish yourself as a subject matter expert
- Join new associations and network
- Create new tools to help end users evaluate their needs
- Adjust social media posts, blog, web site and email programs
The actual plan would be more detailed, but the objective is to create marketing and sales efforts that support the “reality” of your business strategy.
What has been your experience?