Here’s a fairly exhaustive list of marketing tactics: awards and professional recognition blogging case studies and white papers collateral such as brochures, flyers, sales sheets, etc. Selecting the best tactics generally requires the assistance of an experienced marketing professional. The key is selecting the tactics that are most appropriate for your business and the goals you want to achieve. Tactics are the heart of a marketing plan - these are what you will actually do and how you will do it. Generally, the message is some form of the company’s unique selling proposition, or USP, which states the unique benefits your company offers and thus the reason for doing business with you instead of your competitors. The message is what you want members of the target markets to know about your company in order to cause the behavior you are seeking, such as buying your product or service. Generally, this is your customers and prospective customers, but it could also be employees and prospective employees, if the goal is to find qualified job candidates, or community and government leaders, if you are seeking to deal with burdensome regulations or disgruntled factions of the community. In this section of the plan, specify whom you intend to reach through your marketing efforts. For example, an objective might be: “To reach 5,000 sales prospects with an email campaign that has an open rate of at least 30% and a click-through rate of 5%.” Unlike goals, which are strategic - meaning that they bear directly on the success of your company - objectives are more tactical and generally pertain to the implementation of marketing tactics. Objectives are the milestones you must hit in order to achieve your goals. This is the basis for your entire marketing plan, so if you lie to yourself here, your marketing plan will likely be ineffective. Mine the research you conducted, as well as your own insights, for this information. That’s why you want to start writing your marketing plan with an analysis of your internal situation (your company’s strengths and weaknesses) and the external situation in which you operate (the opportunities and threats in the marketplace). You can’t get where you want to go if you don’t know where you are. Rank them from most to least competitive. Throughout this research, look for ways in which your company is similar to and different from competitors. Then, use a website like Semrush or Ahrefs to find out how well their websites perform: how many keywords they rank for, how many visitors they attract per month, what their authority score is, etc. Then, to learn more, conduct secondary research by carefully reviewing competitors’ websites and reviewing any news coverage about them. During your research, be sure to ask people who they think your competitors are, and how your company stacks up against them.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |