行銷策略的終極指南。如何將你的投資報酬率提高10倍

行銷策略的終極指南。如何將你的投資報酬率提高10倍

創建和維護一個強大的行銷策略比以往任何時候都重要。這裡有10個主要步驟,幫助你創建終極行銷戰略。

你不能用一張舊地圖去探索一個新的世界。
Albert Einstein

行銷是一個動態的、不斷變化的領域。頂尖的數位行銷策略會隨著當下的消費者和技術趨勢而變化。這就是為什麼每個企業都需要一個好的行銷策略,這個策略要有良好的規劃,並且有明確的里程碑和目標。一旦你有了正確的地圖,你達到你給企業設定的目標的幾率,就會高很多。

這意味著,雖然我們大多數人都急於在決定創業后的那一刻開始啟動我們的行銷工作,但實際上我們需要投資規劃,這樣我們就不會把有限的預算和精力浪費在錯誤的事情上。

如果你是一個企業主或行銷人員,你需要一個好的數位行銷策略來實現你的目標。

在本指南中,我們將10個主要步驟放在一起,你需要遵循這些步驟來為你的企業建立終極行銷策略。下面是它的視覺效果。

我們稱之為**“從故事到榮耀”:**。

行銷策略的10個步驟模型,梅普爾2019年

正如你所看到的,每一步都是有意義的,但不要慌張:)本指南將帶你一步步走完這個過程,所以你不會錯過任何東西,並把你的數位行銷策略想好。

我們有一些非常有用的提示和例子,會讓你更容易理解。

如果你想對我們的文章做一個快速的總結,可以看看Adam Erhart的這個影片,他在影片仲介紹了行銷策略的4個基本原則。

現在讓我們定義一些基本術語。

##什麼是行銷戰略

行銷戰略是任何組織或任何企業的一種長期的、前瞻性的方法和整體遊戲計劃,其根本目標是通過了解客戶的需求和願望來獲得可持續的競爭優勢。

行銷戰略是一個廣義的戰略,它包括了企業如何定位、創意、戰略夥伴、媒體關係以及管道和策略等各個方面。

行銷策略是指企業為接觸潛在消費者並將其轉化為產品或服務客戶的整體遊戲計劃。行銷戰略包含了企業的價值主張、關鍵品牌資訊、目標客戶群體數據等高層次要素。

廣義的行銷戰略就是過去在行銷比較模糊的年代,屬於 "品牌 "的範疇。它是對企業的關鍵細節和一些大目標以及實現這些目標的方法的實際總結。

##行銷戰略和戰術的區別是什麼

行銷戰略比具體的戰術更廣泛。例如,一個企業可以為他們的社群媒體管道制定一個戰略,然後他們可以為每個管道執行具體的戰術。

下面是正確的順序:

行銷戰略->數位行銷戰略->具體戰術

例如,這裡有一個很棒的影片,介紹了具體的行銷策略。這些不是策略,這些都是非常具體的方法,你可以發展你的業務,這些都將作為一個更大的行銷策略的一部分。

如果你正在尋找具體的戰術,請前往我們的數位行銷終極指南

##為什麼行銷策略很重要

有時,行銷人員和企業主會迷失在雜草叢中,在位和位元組。他們失去了業務的整體願景和大目標的軌道。他們失去了對目標受眾和他們的產品為客戶解決的主要痛點的跟蹤。當這種情況發生時,企業採用的具體戰術就會失去效力。

所以,行銷策略不是一些塵封的舊文件,你把它放在最上面的架子上就可以忘掉。它是一個重要的過程,發現你的企業的首要目標,目標,以及實現它們的方法。這將成為您為更好地行銷產品或服務所做的一切工作的藍圖。

興奮嗎?

讓我們跳進它。

[!行銷策略專家](http://link.mayple.com/blog-welcome2)##品牌策略

1. 定義你的品牌價值和產品

你的品牌戰略是關於定義你的品牌的核心價值,以確保它們與你的客戶認為重要的東西相一致,它們與你的行業趨勢和競爭環境相一致,以及與你實際提供的產品相一致。

這不是一項簡單的任務,但如果沒有它,所有其他的行銷任務都會變得更加困難。

以下是一些成功做到這一點的品牌的好例子。

AllBirds - 可持續、透明、舒適的

AllBirds從2014年開始成為矽谷的一個寵兒品牌,並在2018年迅速發展到14億美元的估值。這家鞋企立志打造世界上最舒適的鞋子,他們超額完成了目標。他們的產品是完全可持續的,用羊毛和竹子製成,他們的品牌也無可挑剔。

這一切都始於Kickstarter上的發布會,事實上,這是他們的Kickstarter影片。

這個品牌有一個非常古怪的品牌聲音, 和它的價值觀是透明,可持續發展和舒適。

這是一封帶有訂單確認的郵件。

allbirds email confirmation

你可以在他們的社群媒體文章中看到同樣奇特幽默的品牌聲音。

除了幽默,該品牌還真正利用了這種透明的概念。他們以一種創造性的方式展示他們所使用的材料,並深入到細枝末節。

而他們的第三個品牌價值–可染性,也是如此完美地結合在一起。

allbirds可持續材料品牌聲音行銷策略

最終,奇特的品牌聲音和令人難以置信的可持續發展和透明化的品牌價值對品牌的發展貢獻最大。是的,這是一款非常舒適的產品(紐約時報稱其為 “世界上最舒適的鞋子”),但如果沒有強大的品牌和對用戶體驗的關注,Allbirds不會成為今天的巨頭。

Casper–"在這裡,喚醒一個安逸的世界的潛力 "

Casper是一家徹底改變行業的床墊公司。他們是第一家直接面向消費者的床墊公司,並在2019年迅速發展到10億美元的估值。

Casper的品牌價值就是夢想、創新,為一個疲憊的行業帶來快樂。

看看他們在購買收據郵件中,如何將 "大夢想 "的品牌價值與關於睡眠的雙關語融合在一起。

casper購買收據訂單確認郵件品牌策略

而這裡又有一封很好的郵件,要求評論。

casper email example brand voice

Casper強大的品牌幫助它推出了其他成功u產品,比如Casper Glow,這是一款創新的睡前燈,可以自動改變光溫和亮度,並可以通過應用 程式進行遠程控制。

在談論品牌價值創造時,有很多大而抽象的詞彙被拋出,所以這裡有一個簡單的思考方式。

找到定義品牌的正確價值的簡單公式是這樣的:

  1. 思考你的品牌所要解決的主要痛點/需求/摩擦。
  2. 將其轉化為基於價值的語言
  3. 確保它符合你的信念和動機。

[!行銷策略專家招募](http://link.mayple.com/blog-welcome3)## 2. 找出客戶的痛點和期望

產品失敗的最主要原因之一,就是產品的製造者沒有找出客戶的痛點。換句話說,它們沒有滿足客戶的需求,或者沒有解決客戶生活中的重要問題。

其中一個經典的例子就是賽格威。這是一個據說可以消除步行的設備。它的時速可以達到12.5英里,有一塊鋰電池,讓你看起來像個呆子。它被譽為能讓步行被淘汰的設備,但它卻慘遭失敗。

這是一個悲傷的故事,但該設備的創造者實際上將它開下懸崖,然後死去。賽格威的問題在於沒有人想停止走路,人們喜歡走路,所以它沒能滿足顧客的需求,沒能找到痛點。

###客戶痛點有哪些類型

金融

最基本的痛點是金融。你的產品是否幫助客戶省錢?是否比其他產品更划算?節省的錢是短期的還是長期的?如果你的產品比替代品便宜,那價格差異是否為客戶創造了足夠的價值?

這些都是你應該問自己的一些重要問題。Target公司推出的品牌Smartly就是一個例子,該品牌的衛生/清潔產品全部低於2美元(比其他品牌的同類產品低70%左右)。

便利

另一個非常重要的痛點是便利性。你的產品是否讓客戶的生活更加便利?最經典的例子就是Netflix,這個品牌之所以成為家喻戶曉的品牌,是因為它比競爭對手更加方便。

客戶現在不用再去Blockbuster,也不用再支付所有的滯納金,而是可以直接把DVD送到家門口。Fast forward to 2020, Netflix is worth $2030 billion and Blockbuster is is out of business. 快進到2020年,Netflix價值2030億美元,而Blockbuster已經破產了。

源: 漂流

服務

服務是解決客戶痛點的另一個重要因素。服務指的是整個客戶體驗,包括–保修、維護、更換、客服和易用性等。一個非常好的例子是太陽能公司SolarCity,它在2016年被特斯拉收購。SolarCity的太陽能電池板並不比競爭對手便宜,他們只是在太陽能電池板上有更好的保修和維護,這就是為什麼客戶更喜歡他們。這也是幫助SolarCity成為全美最大的住宅太陽能供應商的主要動力之一。

來源:特斯拉 特斯拉

5個簡單的步驟來確定你的客戶的痛點。

好了,我們已經說到了客戶痛點的類型,但是你如何確定自己公司和產品的痛點呢?這裡有一些有用的建議,會讓你走上正確的道路。

創建一個客戶旅程圖

確定是什麼讓你的客戶購買你的產品,以及他們如何到達你的實體店或網店。這應該包括他們訪問的管道–搜索結果、Facebook廣告、社群媒體帖子、電子信箱等。在每個階段確定可能的痛點,發掘客戶使用你產品的動機。

來源 ConceptDraw

調查您的客戶

另一個找到客戶痛點的好方法是調查你的客戶。詢問你的客戶對你的產品喜歡和不喜歡什麼,以及導致他們選擇的因素是什麼。你可以使用大量的調查工具,比如TypeformSurveyMonkey

查看客戶評論

如果你正在考慮推出一個新產品,你應該看看你現有產品的客戶評論。這些會告訴你很多關於客戶的喜好,期望和痛點。對於電子商務網站來說,特彆強大的是視覺評論–客戶在評論文字旁發布的照片或影片。你可以使用Pixlee、Yotpo或Loox等工具來收集和顯示視覺評論。

來源 Yotpo

諮詢您的銷售團隊

另一個找到客戶痛點的好方法是詢問你的銷售團隊。畢竟,你的銷售人員是那些聽到並不得不回應客戶反對意見的人,因此他們最了解你的客戶在尋找什麼。坐下來與你的銷售團隊進行討論。試著找出你的客戶喜歡/不喜歡你的產品,他們提出最多的問題是什麼,是什麼讓他們拒絕產品。

來源:Unsplash Unsplash

研究你的競爭對手

分析競爭對手的格局,在任何行業都是超級重要的。Netflix和蘋果就是這樣開始的,他們努力做出比現狀更好、更創新的產品。看看你的競爭對手的產品,找出他們正在解決的痛點和還沒有解決的痛點。一種策略是嘗試解決同樣的痛點,只是做得更好。另一種策略是去追尋仍未解決的痛點。

來源 ColumnFive

3. 查明市場趨勢和競爭

這就引出了我們的下一個話題–創建競爭分析。這是行銷策略創建中至關重要的一步,因為這是你將確定你的產品或服務與競爭對手的差異化的地方。如果沒有這一步,你將很難創造出真正獨特的產品,併為消費者提供獨特的價值。

找出你的競爭對手

任何競爭分析的第一步是找出你的競爭對手是誰。找出所有擁有類似產品和服務的不同公司。查看社群媒體,在相關或利基在線社區搜索,新聞提及和產品評論。

將你的競爭對手分類

現在,你已經有了所有競爭對手的詳細名單,是時候對他們進行分類了。把它們歸入不同的組別–一級、二級和三級競爭對手。這將幫助你明確哪些競爭對手與你直接競爭,以及你應該在分析中關注哪些競爭對手。

看看他們的社群媒體和品牌建設。

競爭分析的下一步是找出關於每個競爭對手的所有資訊。看看所有的各種社群媒體頁面和他們在網站和電子信箱活動中使用的品牌。這將讓你直觀地了解他們的品牌定位,以及你的產品或服務與他們的產品或服務有何不同。

進行網站審計,查看流量來源和定位。

這一部分是品牌審核中技術性較強的部分。使用類似AhrefsSimilarWebAlexa這樣的工具,檢查每個競爭對手的關鍵詞排名及其各種流量來源。這將為你提供用戶搜索的精確搜尋關鍵字和你的競爭對手滿足的具體需求。

來源:《相似網》##行銷策略 SimilarWeb##行銷策略

4. 提出你的價值主張

現在,你有了正確的故事,是時候為你的行銷建立正確的策略了。這意味著做出商業決策,你要提供什麼,向誰提供。

你的產品或服務最能說明你的品牌。

這是客戶對你的品牌的實際親身體驗,它能最大限度地影響客戶對品牌的看法。

使用你的價值觀來確保你行其道,並在你的產品中實施你對自己的評價。

這裡有一些例子可以幫助你掌握它的竅門。

沃爾瑪–將品牌價值轉化為服務語言

walmart logo

沃爾瑪品牌戰略語氣

摘自沃爾瑪品牌中心#### IKEA–品牌價值與設計

IKEA logohd

大多數人一看就知道這就是宜家的產品–謙遜、簡單、實用。

宜家產品桌床辦公

5. 確定你的目標受眾

決定你的目標受眾可能會改變你展示品牌的方式,甚至改變你用來做品牌的語言。

我們喜歡用簡單的模型來做複雜的決定。

我們發現這更有效,也更有趣。

使用這個模型來映射你的不同目標受眾群體,並據此確定它們的優先順序。

(這實際上是我們用來確定目標受眾的模型之一)

目標受眾優先模式Mayple行銷策略](https://s3.tenten.co/images/2021/04/5164cfd3abe2393db1af5bc43a9a1e8c-thumb.jpg)

目標受眾優先模式,梅普爾2019年

你會希望你的第一層目標受眾對你的業務增長具有良好的市場潛力,而且不會是Via Delarosa來說服他們購買你所提供的產品。

這不是唯一的工具,你需要描述的人,你要投資你的行銷支出的大部分接觸。

我們為您推薦使用的第二個工具是定義您的角色–或者換句話說,詢問誰是您的理想客戶,直到最小的細節。

要定義你的主要角色,你可以使用這個問題清單:

  1. 我的角色是誰?他或她是男性還是女性?他或她的年齡是多少?給你的人設起名,並附上照片,這樣便於你準確地規劃你的資訊傳遞。
  2. 我的人設最初的心態是什麼?- 他或她在開始決策前的情緒和想法?
  3. 他或她的決策過程直到購買的不同階段是什麼?

如果你即將推出一項顧客不習慣使用或購買的新服務或產品,你可以考慮應用這種變化心理學模型。畢竟,你在這裡試圖改變人們的認知。

每一個階段都代表了人們的一種心理狀態,直到他們決定採取行動。你可以利用下面列出的需求來創建你的行銷創意工具,有效地推動你的角色採取行動。

變化的心理學,梅普爾2019年。

為買方旅程的每個階段確定以下內容:

  1. 你的角色的期望是什麼?他的目標是什麼?
  2. 在這個階段,她經歷了什麼過程?她從哪裡尋找資訊?與誰交談?
  3. 你會如何描述他的經歷?
  4. **在他們的每個決策階段,**你的目標是什麼?
  5. **5. **哪些行動可以幫助你實現這些目標?

既然你已經確定了你的理想客戶,那麼你要如何去接觸他們呢?

這使我們進入下一步。

6. 確定合作夥伴和潛在的合作者

識別你的潛在合作夥伴或合作是接觸你的理想客戶的關鍵一步。可能是你的客戶已經有了在線社區,在那裡你的客戶會在那裡閑逛。這可能是你需要與分銷商或行銷夥伴合作,幫助你接觸他們。

在你執行行銷策略之前,這是一個需要考慮的關鍵點。有時候,找到合適的合作夥伴並與之合作,可以讓你獲得並幫助你達到10倍的效果。

##數位行銷計劃

我們正在進行數位行銷部分的指南,它包含3個部分–決定你的創意與資訊傳遞,選擇你要使用的行銷管道,以及決定每個管道的策略和預算。

讓我們潛入。

7. 決定你的品牌的資訊和創意。

執行你的行銷策略通常會涉及到數位行銷工作,特別是如果你是一個小型或中型企業。

大多數企業無力聘請內部的數位行銷專家,所以他們使用自由職業者或數字機構的服務。

從現在開始,你有一項關鍵性的工作,就是在你將創造的資訊和創意以及你將使用的不同策略中守護你的品牌價值和戰略。

這就是講故事的

確保你聘請的服務提供商與你的品牌和行銷策略保持一致,這樣他們就可以將你的策略應用到你與潛在客戶的實際行銷溝通中。

以下是兩個出色的品牌,它們在整個資訊傳遞過程中都保持著真實的品牌策略。

國家地理–如何在視覺上創造 "哇 "和 "奇跡 "

國家地理雜誌知道如何展示令人驚嘆的攝影作品,幫助我們發現世界的奇跡。他們不斷地保持他們在廣告上使用的語言與這些品牌價值保持一致。

來源 [Vox](https://www.vox.com/2019/2/20/18232426/national-geographic-100m-instagram-followers-image-contest-free)

8. 確定您的行銷管道

現在,你已經確定了你的價值主張,你的合作夥伴,以及你的創意資產和資訊傳遞,是時候選擇合適的行銷管道來執行你的行銷策略了。這是你行銷策略中最關鍵的步驟之一。

你需要選擇那些適合你的品牌和產品的行銷管道。讓我們來介紹一下幾個主要的行銷管道及其最佳案例。

社群媒體

社群媒體是任何數位行銷策略的重要組成部分,當然有很多事情你可以做。有很多不同的平台和策略,你可以使用,重要的是為你的企業選擇合適的管道。

以下是對不同類型企業的一些最佳管道的分析。

對於視覺電商產品–使用Instagram和Pinterest、TikTok、Facebook、Snapchat和Twitter。

對於B2B公司 - 使用LinkedIn、Instagram、ProductHunt和Angellist。

對於B2C公司–使用Facebook、Twitter、Instagram、Pinterest。

對於書面內容較多的公司–使用Medium、Quora和Reddit。

以GenZ為中心的公司–關注Instagram、Snapchat和TikTok。

社交廣告

廣告在社群媒體平台上變得越來越流行,因為最近的演演算法變化繼續有利於他們,減少有機覆蓋率。畢竟,這就是社交平台如何賺錢,所以你必須使用廣告來獲得任何地方這些天。

Pinterest、Facebook和Instagram是最受歡迎的廣告平台。對於B2B,你可以使用Quora,Reddit或LinkedIn。

如果你想開始使用廣告,只是不知道從哪裡開始,我們在Mayple有超過1500+的頂級專家,所以一定要聯繫我們!

影響者行銷

與影響者合作是你可以進入的最有利可圖的行銷管道之一。研究表明,企業在影響者行銷上每花費1美元就能賺取5.20美元。而49%的消費者依靠影響者的推薦做出購買決定。這是巨大的。

影響者行銷統計管道策略ROI

這意味著平均約有一半的客戶會搜索影響者的帖子,所以這些人在網上推薦你和你的產品是非常重要的。

電子信箱行銷

資料來源:“Klaviyo”。Klaviyo

這會讓你感到驚訝,但電子信箱的投資報酬率仍然是所有不同數位行銷管道和平台中最高的。研究表明,電子信箱行銷提供了每花1美元就能獲得42美元的回報,這是非常了不起的。

這並不是說其他管道對銷售沒有幫助或協助,這就像足球比賽中各個隊員的功能一樣。在球到達門柱之前,可能有5-6名球員碰到了球。同樣的事情也發生在行銷中。

一個用戶在購買之前,可能會在眾多管道與一個品牌進行互動。這就是為什麼擁有一個 "全管道 "戰略真的很重要,這個戰略包括了許多行銷管道。

以下是一些與電子信箱行銷結合後效果非常好的管道的例子。

推送通知

推送通知是指你在桌面設備上的瀏覽器或手機屏幕上收到的那些資訊。當它們與電子信箱結合時,效果非常好。例如,你可以在早上發送電子信箱,然後在30-60分鐘後用推送通知來提醒用戶查看當天的交易。

推送通知的點擊率是電子信箱的7倍,所以當在電子信箱之後發送時,他們會增加你獲得銷售的機會。

來源:《Taplytics》。Taplytics

聊天機器人和消息傳遞

郵件行銷與信使聊天機器人打開率和CTR行銷策略

與客戶溝通最快速有效的方式之一是通過簡訊,這已經成為自己的行銷管道。你可以設置自動化的消息和流程,被發送到客戶,甚至是一個聊天機器人,能夠將客戶從產品發現一直帶到購買,而不需要任何人工參與。

來源 Manychat

簡訊更加個性化,這也是簡訊對品牌的強大作用。根據Social Media Today,聊天機器人資訊的打開率超過80%,點擊率超過50%,因此這些資訊提供了一種額外的方式來增強和提升您的電子信箱行銷業績。

現在,我們已經涵蓋了各種行銷管道,你應該考慮發展你的業務,讓我們來談談策略。

9. 為每個管道選擇一個策略和預算

現在是時候為你選擇的每一個行銷管道選擇一個具體的策略和預算了。這裡有幾個有用的步驟。

確定你的業務目標

你的目標是什麼?挑選幾個戰略業務目標或KPI,在短期內重點關注。一個非常有用的評判標準是所謂的SMART目標。智能代表著

S具體–清晰地描述你想要完成的目標。

M可行 – -- 制定可以衡量的目標。

A可實現 – -- 這些目標必須是可以實現的,而不是遙不可及的。

R相關–設定的目標要能改善企業的具體方面,所以不能有虛榮的指標。

T時限–選擇能在一定時間內實現的目標。

現在,你已經設定了你的目標,是時候看看你的市場了。

這裡有一個來自Hubspot的精彩影片,可以看一下關於為你的企業設定正確的目標。

研究你的市場

收集你的市場資訊–目標市場的規模、增長、社會趨勢和人口統計。了解什麼是可能和可行的,以及哪些管道是用來接觸你的目標客戶的。

將您的戰略與您的理想客戶相一致

回到你在這個過程開始時創建的客戶角色,確保你的戰略與你的角色一致。看一看趨勢,看一看你將能夠接觸到的客戶類型,並進行相應的調整。

現在是表現的時候了!

在這一點上,你有你的品牌故事和價值觀,你的市場策略和專業人員來運行你的數位行銷工作。

從這一點開始,你應該專注於更多的戰術管理。這意味著反覆測試你的資訊和創意,你的目標受眾群體,甚至是你的廣告CTA(呼叫行動按鈕)上使用的單詞。

這給我們帶來了最終的數位行銷策略的最後一步。

10. 分析您的結果

這是你在行銷中做任何事情最關鍵的步驟之一。一旦你測試了一些東西,你必須分析結果並繼續測試。數據在行銷策略的每一個方面都是至關重要的,而你自己的業務數據作為測試策略的結果,就是你最好的數據。

一旦你有了策略的結果,你就可以做出你需要的改變,並對各方面進行A/B測試,以獲得更好的結果。

##BONUS:行銷戰略模板的例子。

沒有一個尺寸適合所有的行銷策略,如果你已經閱讀了這整個指南到這一點 - 你可能渴望實施一些我們談到的各種策略。而且你可能已經發現了很多主題,你應該更多地了解,以真正完善你的行銷策略。

以下是我們最喜歡的一些關於行銷策略的資源,這些資源涵蓋了非常廣泛的管道和使用案例,所以無論你是哪種業務,你都可以找到一些價值。

讓我們潛入.

###如何在12個步驟中規劃你的行銷戰略(CoSchedule)

這本精美的策略指南包含了你需要知道的一切,以創建完美的策略。最好的部分是,它在每個部分都直觀地展示了一切,並有一個非常簡單的策略模板,以遵循創建自己的策略。另外,CoSchedule是作為一個內容行銷工具開始的(他們現在遠不止於此),所以他們進入了內容行銷的簡要歷史,以及如何開始的。

CoSchedule最好的部分是,他們有一個功能,允許你在你的團隊成員之間劃分任務。這是一個關鍵的步驟,經常被忽略。一旦一個品牌制定了他們的戰略,將工作授權並開始執行是很重要的。

10個行銷策略來促進你的業務增長(創業家)

這是一個舊的,但當我們讀到它時,我們認為它有一個完美的戰略序列的電子商務業務。它有字面上的一切,你需要成功的行銷。我們正在談論影響者,電子信箱行銷自動化,內容行銷,影片內容,Facebook重新導向和SEO。這篇文章是對電子商務行銷最好的概述。

###《行銷戰略基本指南》(Hurree)

Hurree是有史以來最好的行銷部落格之一。尤其是這篇文章,對創建行銷策略的每一步都做了非常詳細的概述。它還在帖子中灑下了各種影片,更深入地解釋了概念,最好的部分是–他們有一整節的行銷自動化。

Hurree是一個行銷自動化平台,所以你知道在他們的每一篇文章中都會有一些關於自動化的談話。這是從傳統行銷原則到現今的自動化以及其他方面的一個很好的過渡。

今年我們嘗試的11種最佳行銷策略(WordStream)

這篇文章是為更高級的行銷人員準備的,他們想要真正地磨練在2021年有效的頂級策略。它是由Sujan Patel寫的,唯一的一個,他介紹了諸如網路研討會,聯繫行業內的其他工具,品牌合作關係,常青內容,簡訊和非傳統的社群媒體管道。

看看這篇文章,即使它寫于2018年,它仍然是網路上最好的行銷策略列表之一。

《終極數位行銷戰略指南》(HubSpot)

這是HubSpot的經典資源,我們喜歡它的原因是他們清晰地定義了每一個術語、每一種內容和你應該制定的行銷策略。他們還包括5個行銷廣告的例子,並對每個例子進行了剖析。這是一個偉大的閱讀,你會得到很多的價值。

下面是他們在文章中包含的一個很棒的影片。

這就是它的鄉親們。

現在,你有一個更好的想法,如何製作最終的行銷策略,為您的業務它的時間去那裡,絕對粉碎它。

乾杯。

歐梅爾

[!頂級行銷策略自由職業者](http://link.mayple.com/blog-welcome1)

You can’t use an old map to explore a new world.
Albert Einstein

Marketing is a dynamic and ever-changing field. The top digital marketing strategies change with the consumer and technology trends of the day. This is why every business needs a good marketing strategy that’s well planned and has well defined milestones and objectives. Once you have the right map, the chances you’ll reach the goals you’ve set to your business, are much higher.

That means, that while most of us are eager to start launching our marketing efforts the minute after we decide to start a business, we actually need to invest in planning so we won’t waste our limited budget and energies on the wrong things.

If you’re a business owner or marketer you need a good digital marketing strategy to hit your goals.

In this guide, we’ve put together the 10 main steps that you need to follow to build the ultimate marketing strategy for your business. Here’s what it looks like visually.

We call it “From story to glory”:

10 Steps model to marketing strategy, Mayple 2019‍

As you can see, every step is meaningful, but don’t panic :slight_smile: this guide will take you step-by-step through the process, so you won’t miss a thing and get your digital marketing strategy well figured out.

We have some very useful tips and examples that will make it easier to understand.

If you want a quick summary of our post, check out this video by Adam Erhart, where he goes over the 4 basic principles of marketing strategy.

Now let’s define some of the basic terms.

What is a marketing strategy?

Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers.

A marketing strategy is a broad strategy that encompasses everything from how a business positions itself, to the creative, the strategic partners, the media relations, and the channels and tactics.

A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into customers of their products or services. A marketing strategy contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements.

The broad marketing strategy is what used to fall under the term “branding” back in the more ambiguous days of marketing. It’s a practical summary of the key details of the business and some of the broad goals and methods used to achieve them.

What is the difference between a marketing strategy and a tactic?

Marketing strategies are broader than specific tactics. For example, a business could have a strategy for their social media channels, and then they could have specific tactics they execute for each channel.

Here’s the correct order to follow:

Marketing strategy → Digital marketing strategy → Specific tactics

For example, here’s a great video that introduces specific marketing tactics. These aren’t strategies, these are very specific ways you could grow your business, which would all be included as part of a larger marketing strategy.

If you’re looking for specific tactics head over to our Ultimate Guide on Digital Marketing.

Why is a marketing strategy important?

Sometimes marketers and business owners get lost in the weeds, in the bits and bytes. They lose track of the overall vision of the business and the large goals. They lose track of the target audience and the main pain points that their product solves for the customer. When that happens, the specific tactics that the business employs can lost their effectiveness.

So, a marketing strategy is not some dusty old document that you put on the top shelf and forget about it. It’s a vital process of discovering your business’s top goals, objectives, and ways to achieve them. That becomes a blueprint for everything you do to better market your product or service.

Excited?

Let’s jump into it.

marketing strategy experts## Brand strategy

1. Define your brand value and offering

Your brand strategy is about defining the core values of your brand to make sure that they align with what your customers find important, that they align to your industry trends and competitive environment, and to what you actually offer ie your product.

That’s not an easy task, but without it, all the other marketing tasks become much more difficult.

Here are some good examples for brands that succeeded in doing it right:

AllBirds - Sustainable, transparent, comfortable

AllBirds began as a darling brand in Silicon Valley in 2014 and quickly grew to a $1.4B valuation in 2018. The shoe company set out to create the world’s most comfortable, and they overshot their goal. Their products are fully sustainable, and made out of wool and bamboo, and their branding is impeccable.

It all started with a launch on Kickstarter, in fact, here’s their Kickstarter video:

The brand has a really quirky brand voice, and its values are transparency, sustainability and comfort.

Here’s an email with an order confirmation:

allbirds email confirmation

You can see the same quirky humorous brand voice in their social media posts.

Besides the humor, the brand has really taken advantage of this concept of transparency. They display the materials they use in a creative way and get down to the fine details.

And they tie it in so nicely in their third brand value - stainability.

allbirds sustainable materials brand voice marketing tactic

Ultimately, the quirky brand voice and the incredible brand values of sustainability and transparency has contributed the most to the brand’s growth. Yes, it is a really comfortable product (the NY Times called it “the most comfortable shoe in the world”), but without a strong brand and a focus on the user experience, Allbirds would not have been the giant that it is today.

Casper - "here to awaken the potential of a well-rested world"

Casper is a mattress company that has completely revolutionized the industry. They were the first direct-to-consumer mattress company and quickly grew to a $1.1B valuation in 2019.

Casper’s brand values are all about dreaming big, innovation, and bringing joy to a tired industry.

Look how they merge the “dreaming big” brand value with a pun about sleeping, in their purchase receipt email.

casper purchase receipt order confirmation email brand strategy

And here’s another great email asking for a review.

casper email example brand voice

Casper’s strong brand helped it launch other successfulu products, like the Casper Glow, which is an innovative bedtime light that changes its light temperature and brightness automatically and can be remotely controlled through an app.

There are a lot of big and abstract words thrown around when talking about brand value creation, so here’s a simple way to think about it.

A simple formula to find the right values that define your brand is this:

  1. Think about the main pain points/needs/frictions your brand is solving
  2. Translate it into a value-based language
  3. Make sure it fits your beliefs and motivations

marketing strategy experts for hire### 2. Identify customer pain points and expectations

One of the top reasons why products fail is when their makers fail to identify the customers’ pain points. In other words, they don’t meet the customer’s need or they don’t solve a vital problem in their lives.

One of the classic examples is the Segway. It was a device that was said to eliminate walking. It could go up to 12.5 miles per hour, had a lithium battery, and made you look like a dork. It was hailed as the device that will make walking obsolete and it failed miserably.

It’s a sad story but the creator of the device actually drove it off a cliff and died. The problem with the Segway is that no one wanted to stop walking, people love walking, so it failed to meet the customer’s need and to identify a pain point.

What are the types of customer pain points?

Financial

the most basic pain point is financial. Does your product help your customers save money? Is it more cost-effective than the alternatives? Are the savings short-term or long-term? And if your product is cheaper than the alternatives, does that price difference create enough value for the customer?

These are some of the important questions you should ask yourself. An example of this is Target’s launch of the brand Smartly with hygiene/cleaning products all under $2 (approximately 70% less than similar products by other brands).

Convenience

Another really important pain point is convenience. Does your product make your customer’s life more convenient? The classic example of this is Netflix, a brand that became a household name because it was incredibly more convenient than its competitors.

Instead of having to shlep to Blockbuster and pay all of those late fees customers could now get DVD’s straight to their doorstep. Fast forward to 2020, Netflix is worth $203 billion and Blockbuster is is out of business.

source: Drift

Service

Service is another major factor in solving a customer’s pain point. Service refers to the entire customer experience and includes things like - warranty, maintenance, replacements, customer service, and ease of use. A really great example of this is the solar company SolarCity, which was acquired by Tesla in 2016. SolarCity’s solar panels weren’t cheaper than the competitors they simply had a better warranty and maintenance on them and that’s why customers preferred them. This is one of the major drivers that helped SolarCity become the nation’s largest residential solar provider.

Source: Tesla

5 easy steps to identify your customer’s pain point

Ok, so we’ve talked about the type of customer pain points that there are, but how do you identify it for your own company and product? Here are some helpful suggestions that will get you on the right path.

Create a customer journey map

Identify what makes your customers buy your product and how they arrived to your physical or online store. This should include the channels that they visited - a search result, a Facebook ad, a social media post, an email, etc. At each stage identify possible pain points and uncover the customer’s motivation of using your product.

Source: ConceptDraw

Survey your customers

Another great way to find the customer pain point is by surveying your customers. Ask your customers what they like and don’t like about your product and what are some of the factors that led to their choice. There are a ton of survey tools you could use like Typeform or SurveyMonkey.

Look at customer reviews

If you are thinking of launching a new product you should look at the customer reviews of your existing products. These will tell you a lot about your customers’ preferences, expectations and pain points. What’s particularly powerful for eCommerce sites are visual reviews - photos or videos that customers post alongside the text of their reviews. You can use tools like Pixlee, Yotpo, or Loox to collect and display visual reviews.

Source: Yotpo

Ask your sales team

Another great way to find your customer’s pain points is to ask your sales team. After all, your sales people are the ones that hear and have to respond to customers’ objections and hence they are the most aware of what your customers are looking for. Sit down and have a discussion with your sales team. Try to find out what your customers like/dislike about your product, what are the issues that they bring up the most, and what makes them turn down the product.

Source: Unsplash

Study your competitors

It’s super important to analyze the competitor landscape, in any business. That’s how Netflix and Apple began, when they strove to make a product that’s better and more innovative than the status quo. Look at your competitors’ products and identify the pain points that they are solving and ones that are still unresolved. One strategy is to try to solve the same pain points just better. Another strategy is to go after pain points the remain unresolved.

Source: ColumnFive

3. Identify market trends and competition

That brings us to our next topic - creating a competitive analysis. This is a crucial step in the marketing strategy creation because this is where you will identify what differentiates your product or service from the competition. Without this step it’s going to be very difficult to create a product that’s truly unique and provides unique value to the consumer.

Identify your competitors

The first step of any competitive analysis is to find out who your competitors are. Find out all the different companies that have similar products and services. Look at social media, search in related or niche online communities, news mentions and product reviews.

Categorize your competitors

Now that you have a detailed list of all of your competitors it’s time to categorize them. Put them into different groups - primary, secondary, and tertiary competitors. This will help you get clarity on which of your competitors are directly competing with you and which ones you should focus on in your analysis.

Take a look at their social media and branding

The next step of the competitive analysis is to find out all you can about each competitor. Look at all the various social media pages and the branding that they use on their site and email campaigns. This will give you a visual understanding of their brand positioning and how your product or service differs from theirs.

Conduct a site audit to look at traffic sources and positioning

This part is the more technical side of the branding audit. Use a tool like Ahrefs, SimilarWeb, or Alexa to check the keywords that each competitor ranks for and their various traffic sources. This will give you the precise search terms that the user searches for and the specific needs that your competitors meet.

Source: SimilarWeb## Marketing strategy

4. Create your value proposition

Now that you have your story right, it’s time to build the right strategy for your marketing. That means making business decisions about what are you delivering and to whom.

Your product or service tells the most about your brand.

This is the actual hands-on experience customers have with your brand, and it can affect their perception about it the most.

Use your values to make sure you walk the talk and implement what you said about yourself in your offering.

Here are some examples to help you get the hang of it:

Walmart - translating brand values to service language

walmart logo

walmart branding strategy tone of voice

Taken from Walmart’s brand center#### IKEA - Brand values & design

ikea logohd

Most people will know right away this is IKEA’s products - humble, simple and functional.

5. Identify your target audience

Deciding on your target audience could change the way you present your brand and even the language you use to do it.

We love to use simple models for complex decisions.

We found it is much more effective and fun.

Use this model to map the different target audience groups that you have, and prioritize them accordingly.

(This is actually one of the models we used to determine our target audiences)

target audience priority model mayple marketing strategy

Target audience priority model, Mayple 2019‍

You would want your first tier target audience to have good market potential for your business growth and that it wouldn’t be a Via Delarosa to convince them to purchase what you have to offer.

This is not the only tool you need to characterize the people you are going to invest most of your marketing spend to reach out to.

The second tool we recommend for you to use is defining your personas - or in other words, asking who is your ideal customer, to the smallest details.

To define your main persona you can use this question list:

  1. Who is my persona? Is he a male or is she a female? What age is he or she? Name your persona and attach a photo so it will be easier for you to plan your messaging accurately.
  2. What is my persona initial state of mind? - his or her emotions and thought before starting the decision-making process?
  3. What are the different stages of his or her decision-making process until purchase?

If you’re about to launch a new service or product that customers are not used to using or buying, you might consider applying this psychology of change model. After all, you’re trying to change people perception here.

Each stage represents a psychological state of mind of people until they reach a decision to take action. You can use the needs that are listed below to create your marketing creative tools that will effectively move your persona to take action.

‍The psychology of change, Mayple 2019‍

Identify the following for each stage of the buyer’s journey:

  1. What are your persona’s expectations? What are his goals?
  2. What process does she go through in this stage? Where does she look for information? Who do they speak with?
  3. How would you describe his experience?
  4. What is your objective for each of their decision-making stages?
  5. What actions can help you achieve these objectives?

Now that you’ve identified your ideal customers, how are you going to reach them?

That brings us to the next step.

6. Identify partners and potential collaborators

Identifying your potential partners or collaborations is a critical step of reaching your ideal customer. It may be that there are online communities that already exist where your customers hang out. It could be that you need to work with a distributor or a marketing partner to help you reach them.

This is a critical point to consider before you execute your marketing strategy. Sometimes finding and working with the right partner could give you access and help you achieve 10X the results.

Digital marketing plan

We’re on the digital marketing portion of our guide and it contains 3 parts - deciding on your creative & messaging, selecting the marketing channels that you’ll be using, and deciding on a strategy and budget for each channel.

Let’s dive in.

7. Decide on the messaging and creative of your brand

Executing your marketing strategy will usually involve digital marketing efforts, especially if you’re a small or medium-sized business.

Most businesses can’t afford to hire a digital marketing specialist in-house so they use the services of freelancers or digital agencies.

From now on, you have a critical job of guarding your brand’s values and strategy in the messaging and creative you’ll create and the different tactics you’ll use.

That’s what storytelling is about.

Make sure that the service provider you hired is aligned with your brand and marketing strategy, so they can apply your strategy to the actual marketing communication you’ll have with your potential customers.

Here are two brilliant brands that keep to their authentic brand strategy throughout their messaging:

National Geographic - how to create the “wow” and “wonder” visually

National Geographic know how to present stunning photography and help us discover the wonders of our world. They constantly keep the language they use on their ads to be aligned with these brand values.

Source: Vox

8. Define your marketing channels

Now that you have defined your value proposition, your partners, and your creative assets and messaging it’s time to select the right marketing channels to execute your marketing strategy. This is one of the most crucial steps in your marketing strategy.

You need to select those marketing channels that fit your brand and your product. Let’s cover a few of the main marketing channels and their best practices.

Social media

Social media is a vital part of any digital marketing strategy and there are certainly a lot of things that you could do. There are a lot of various platforms and strategies you could use and it’s important to pick the right channel for your business.

Here’s a breakdown of the some of the best channels to use for different type of companies:

For visual eCommerce products - use Instagram and Pinterest, TikTok, Facebook, Snapchat and Twitter

For B2B companies - use LinkedIn, Instagram, ProductHunt, and Angellist

For B2C companies - use Facebook, Twitter, Instagram, Pinterest

For written content-heavy companies - use Medium, Quora, and Reddit

For GenZ-focused companies - focus on Instagram, Snapchat, and TikTok

Social advertising

Ads are becoming more and more popular on social media platforms because the recent algorithm changes continue to favor them and decrease organic reach. After all, that’s how the social platforms make their money so you have to use ads to get anywhere these days.

Pinterest, Facebook and Instagram are the most popular platforms for advertising. For B2B you can use Quora, Reddit or LinkedIn.

If you want to start using ads and are just not sure where to start, we have over 1,500+ top experts here at Mayple so definitely reach out!

Influencer marketing

Working with influencers is one of the most lucrative marketing channels you could go into. Studies show that businesses make $5.20 for every $1 that they spend on influencer marketing. And 49% of consumers depend on influencer recommendations for their purchase decisions. That’s huge.

influencer marketing statistic channel strategy ROI

That means that on average about half of your customers are going to be searching for influencer posts so it is essential that these people are recommending you and your product online.

Email marketing

Source: Klaviyo

This is going to surprise you but the ROI of emails still remains among the highest in all of the different digital marketing channels and platforms. Studies show that email marketing provides a $42 return on every $1 you spend, which is terrific.

That is not to say that the other channels don’t help or assist the sale, it’s like the functions of the various team members in a soccer match. There could have been 5-6 players that touched the ball before it reached the goal post. Same thing happens in marketing.

A user could interact with a brand on numerous channels before they make a purchase. Which is why it’s really important to have an “omnichannel” strategy, a strategy that includes many marketing channels.

Here are a few examples of channels that work really well when combined with email marketing:

Push notifications

Push notifications are those messages you get on your browser on a desktop device or on your mobile screen. They work really well when combined with emails. You could send off the email in the morning for example, and then follow it with a push notification 30-60 minutes later, to remind the user to check out your deal of the day.

Push notifications have a click through rate that’s 7 times higher than emails, so when sent after the email they increase your chances of getting a sale that much more.

Source: Taplytics

Chatbots and messaging

email marketing vs messenger chatbot open rate and CTR marketing strategy

One of the quickest and most effective ways to communicate with customers is through text messages and this has become its own marketing channel. You can set up automated messages and flows that gets sent to a customer or even a chatbot that is able to bring a customer from product discovery all the way to purchase, without any human involvement.

Source: Manychat

Text messages are much more personal and that’s what makes them so powerful for brands. According to Social Media Today, chatbot messages get open rates of over 80% and click through rates of over 50% so these messages provide an additional way to augment and boost your email marketing performance.

Now that we’ve covered the various marketing channels that you should consider to grow your business, let’s talk strategy.

9. Select a strategy and budget for each channel

It’s now time to select a specific strategy and a budget for each of the marketing channels that you’ve chosen for your business. Here are a few helpful steps:

Identify your business goals

What are your goals? Pick a few strategic business goals or KPIs to focus on in the short-term. A really helpful rubric for this is what’s called SMART goals. Smart stands for:

Specific - describe clearly what you want to accomplish

Measurable - set goals that you could measure

Achievable - these goals have to be achievable and not way out of reach

Relevant - set goals that improve the specific aspects of your business, so no vanity metrics.

Time-bound - pick objectives that you can achieve within a certain time frame.

Now that you’ve set up your goals it’s time to look at your market.

Here’s a great video from Hubspot to watch about setting the right goals for your business:

Research your market

Gather information about your market - the size, growth, social trends and demographics of your target market. Find out what is possible and feasible to accomplish and which channels are used to reach your target customer.

Align your strategy with your ideal customer

Go back to the customer personas that you’ve created in the beginning of this process and make sure that your strategy aligns with your personas. Look at the trends, at the type of customers that you are going to be able to reach and tweak accordingly.

It’s performance time!

At this point, you have your brand story and values, your go to market strategy and a professional to run your digital marketing efforts.

From this point forward, you should focus on a much more tactical management. That means iterative testing of your messages and creatives, of your target audience segments and even of the words you use on your ads CTAs (call-to-action buttons).

Which brings us to the last step of the ultimate digital marketing strategy:

10. Analyze your results

This is one of the most crucial steps in anything you do in marketing. Once you test something you have to analyze the results and continue testing. Data is crucial in every aspect of your marketing strategy and your own business data as a result of testing a strategy is the best data you have.

Once you have the results of your strategy you can then make the changes you need to make and A/B test various aspects to get even better results.

BONUS : Examples of Marketing Strategy Templates

There’s no one size fits all marketing strategy, and if you’ve read this entire guide to this point - you’re probably eager to implement some of the various strategies we talked about. And you’ve probably discovered a lot of topics that you should learn more about to really perfect your marketing strategy.

Here are some of our favorite resources about marketing strategy, and these cover a really broad range of channels and use cases so you can find some value regardless of which business you’re in.

Let’s dive in.

How to Plan Your Marketing Strategy in 12 Steps (CoSchedule)

This beautiful strategy guide has everything you need to know to create the perfect strategy. The best part is that it shows everything visually in each section, and has a really simple strategy template to follow to create your own strategy. Plus, CoSchedule started off as a content marketing tool (they are now much more than that) so they go into a brief history of content marketing and how it all started.

The best part about CoSchedule is that they have a feature where that allows you to divide the tasks among your team members. This is a crucial step that gets missed pretty often. Once a brand makes their strategy, it’s important to delegate the work and get started on the execution.

10 Marketing Strategies to Fuel Your Business Growth (Entrepreneur)

This is an old one but when we read it we thought it has the perfect sequence of strategies for an eCommerce business. It has literally everything you need to market successfully. We’re talking influencers, email marketing automation, content marketing, video content, Facebook retargeting and SEO. This post is an excellent broad overview of eCommerce marketing at its finest.

The Essential Guide to Marketing Strategy (Hurree)

Hurree is one of the best marketing blogs ever. This post in particular gives a really good detailed overview of each step of creating a marketing strategy. It also has a variety of videos sprinkled throughout the post that explain concepts deeper, and the best part - they have a whole section of marketing automation.

Hurree is a marketing automation platform so you know to expect some talk of automation in every single one of their posts. This is a great segway from traditional marketing principles to present-day automation and beyond.

The 11 Best Marketing Strategies We Tried This Year (WordStream)

This post is for the more advanced marketer that wants to really hone in on the top strategies that work in 2021. It’s written by Sujan Patel, the one and only, and he goes over things like webinars, reaching out to other tools in the industry, brand partnerships, evergreen content, SMS, and non-traditional social media channels.

Check out this post, even though it was written in 2018, it remains one of the best lists of marketing strategies on the web.

The Ultimate Digital Marketing Strategy Guide (HubSpot)

This is a classic resource from HubSpot and we like about it is how clearly they define every term, every type of content and marketing strategy that you should develop. They also include 5 examples of marketing ads and dissect each one. It’s a great read and you will get a lot of value out of it.

Here’s a great video they include in the post.

That’s it folks.

Now that you have a better idea of how to craft the ultimate marketing strategy for your business it’s time to go out there and absolutely smash it.

Cheers,

Omer

top marketing strategy freelancers