Building the Foundation for a Solid Marketing Strategy
When building out a business strategy, there’s one question many founders struggle to answer: “How should I be marketing to get my message in front of my ideal audience?” Digital and social media marketing has become such an integral part of many businesses' marketing strategies, but with all the available platforms and programs, it can be overwhelming to decide how to amplify your company’s message.
We can’t stress enough how important it is to build a foundation for a marketing strategy before any marketing activities can commence. Here are four key areas we recommended all founders and business owners get clear on prior to launching a campaign or outreach strategy:
#1. Be Clear About Your Company’s Story
During the height of the Covid pandemic, many people focused more on their families, themselves, and their communities. There was—and still is—a mindset of “We’re all in this together.” In the aftermath of Covid-19, many businesses are experiencing increasing pressure from customers to stay true to who they are, what they do, and who they serve. Consumers want to know that they’re being thought of as more than just a source of income, but as real people looking for products and services to help make their daily lives easier.
It’s critical for business owners to think about why they’re in business. Every company has a story about how it started. The first step in building a marketing foundation is to get clear about your company’s values and to think about how your services or products can help other people. “People have gotten a lot more human in their approach,” says our Founder and CEO, Madeline Reeves. Consumers want to have something in common with a company, and the only way to know this is if companies share their story and values. Here’s some food for thought to help inform your company’s story:
Why did you start your business?
What aspect of your business makes it unique?
How do your close friends and your team describe your business?
What’s your big, shiny, audacious goal?
#2. Identify Your Audience
Find a cohesive way to describe what your business does and how it can bring value to others. What kinds of people will get the most out of your product or service? Get a sense of the ideal client you're trying to reach by asking yourself these questions:
What are my ideal clients’ attributes?
What are their problems?
How can I help solve their problems?
How am I going to inspire them?
What methods of communication do my ideal clients prefer?
It’s easier to connect with your ideal audience if you “walk in their shoes” and think about what they want or need.
#3. Pick the Right Platform to Connect With Your Audience
Connect with your target audience on platforms they already use. For example, if your company sells athletic clothing, Instagram might work well for you. If you sell coaching services to CEOs, LinkedIn might be a better choice.
Identify the channels you feel called to communicate through, and then pick one that will serve as your primary platform. A lot of companies get overwhelmed when creating a marketing plan because they try to use too many platforms at once. It can be helpful to start connecting with your audience via a newsletter or blog, and then add a social media platform once you have a better idea of how they want to consume your content.
#4. Know When to Outsource
As your business expands, it might make sense to start using more social media platforms, onboard new employees, or hire a team of marketers. It can be difficult to decide when to outsource digital marketing. Here are some ways to know it might be time:
You don’t have enough time to strategize and do marketing research by yourself
You need help shaping a bigger picture for your marketing strategy
You’re having difficulty reaching beyond your current network
Creating and maintaining a digital marketing plan isn’t bringing you joy
If you do decide to outsource your marketing, you can rest easy knowing you’ve built a solid foundation for a marketing team to work off of.
To learn more about how to create a solid marketing plan, feel free to reach out to us. We’re powered by a team of overqualified creatives and can build tailor-made strategies to help you achieve your engagement goals. Creating messaging that resonates with your current audience and reaches new prospects doesn’t have to be stressful!