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Most people don’t even know Red Bull is based in Austria. The energy drink company does such a remarkable job of marketing across the world by hosting extreme sports events, packaging and a global attitude that consumers think this is a local product that matches their interests personal. Its overall strategy is working.
Zappos has been a pioneer in using digital marketing channels over traditional options for selling shoes online and is focusing its marketing strategy more on current customers than prospects. Once again, its marketing strategy hits the mark.
And Warby Parker does an incredible job of storytelling to promote his eyewear and sunglasses, along with his behind-the-scenes looks and social conscience. Its marketing strategy makes it an essential brand in the field of eyewear.
All of these companies have discovered how to create a meaningful marketing strategy that results in recognition, reputation and business growth. Once a company has thoughtfully translated its business goals into marketing goals and determined how each marketing goal will contribute to the success of the business, it’s time to have fun with marketing strategy.
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Creating a marketing strategy and meaningful marketing plans always starts with collaboration:
More the merrier, the merrier
Marketing strategy should never be developed in isolation. In fact, when you assemble a team of employees from all disciplines, seniority levels and departments, you’ll build buy-in from the start and increase your chances of creating a stronger plan. The team can include sales, marketing, public relations, IT, and more, which will ensure that a variety of perspectives are incorporated into your plan.
It can be tempting sometimes to rush through this step and move on to tactics and implementation, but allow enough time for this collaborative effort so that everyone can provide information and recognize their role in making the plans a reality.
Aim for the target
It is essential to determine your target audience early in the process so that you can determine how you are going to reach them. If an audience or group is more likely to help your organization achieve one of its business goals, then you’ve found a target audience. Collaboration is also essential at this stage. For example, the sales team can know what a certain audience typically spends and how likely they are to buy into what you are selling.
Coming back to Zappos, businesses shouldn’t forget about their current customers – a large target audience that is often overlooked. This audience already knows who you are and what you have to offer. They may be more likely to listen to your ideas to grow their business or alleviate their problems. Existing customers should almost always make an appearance on your target audience list. As you identify target audiences, you can also start thinking about specific pieces of content that will be of interest to them.
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Write your story and choose your channels
As any child knows, stories go beyond marketing and advertising to bonding and generating interest. Brands that craft meaningful stories succeed through consistency, authenticity, and relevance. Dove does a great job, featuring real customers and real women in their marketing materials. This step involves a little creativity and a lot of strategy to make sure the story reaches its target audience and has an impact.
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Along with storytelling, a solid marketing strategy should incorporate channels based on target audiences. For example, a case study could be shared as a white paper to upload to a website, sliced into smaller pieces on social media, delivered via a podcast, and offered to new customers as a bonus email. Posting similar content to multiple channels can consistently share your story and reach audiences in different ways. Your public relations team can help you identify the best distribution channels based on specific goals.
Translating marketing goals into marketing strategy into marketing tactics relies on working with internal teams, reaching target with audiences and awareness, and creatively telling stories and selecting channels to share your content. and your business vision. This process empowers businesses to create memorable experiences and further translate marketing goals into business goals.
Related: Turn your marketing goals into victories for your business