Concepts and models to shape a marketing strategy

[shammis606]

There are a variety of concepts that will shape your marketing strategy. Additionally, you can incorporate several models that can impact your ability to connect with your target audience.

Embrace all channels
Use all channels – you can’t expect to find all your customers and keep them engaged using just one channel.

Social platforms include Facebook, Instagram, YouTube, Twitter, some of the important considerations and more. Other digital channels can include your website and email marketing.

Of course, you can also get creative with search engines, in-app messaging, paid communications, and more.

Within each channel, there are several ways to work on content. Use hashtags and make sure to invite participation as much as possible.

Understand the sales funnel
The sales funnel is essentially the customer journey from a different perspective. Often, when we engage in sales activation, we are targeting those who are already interested in buying.

They may be just hours or days away from making their decision. However, an effective sales funnel represents all types of customers. You can be sure to nurture leads at every level so you can enjoy long-term growth.

There are five stages of a sales funnel to consider:

Awareness ;​
Consideration;
Decision;
Retention;
Advocate or Ambassador.
Any good marketing strategy will take all five stages into account. You may have campaigns that focus on each level, as each approach will be different.

For example, a quiz can help people become more aware of the benefits your product offers, while a calculator will help you with the consideration process.

Then, a lookbook can help with retention so everyone is aware of your extended product line.

Perform the PEST analysis
As you engage in various marketing strategies, you need to explore four external factors that will undoubtedly affect your business. PEST analysis focuses on Political, Economic, Social and Technological factors .

In the world we live in, you can accidentally damage your brand if you don't pay attention to these factors on an ongoing basis.

Failing to consider a campaign that may have a political or social advantage can cause disruption, and not in the way you might want.

There may be opportunities or threats, so a proper PEST analysis will allow you to explore market trends and ensure that your strategy is aligned with them.

Consider each of the factors carefully:

Political
Some companies choose to get political, while others stay neutral. Whatever you choose, you need to be careful.

Additionally, various policies can affect things like tariff restrictions, consumer protection laws, and more.

Economic
Consumers are more focused on environmental factors, so you need to consider aspects such as sustainability, waste management, climate change, carbon emissions and more.

Social
Consider the social implications of a marketing strategy based on your target audience and how they behave.

You may want to consider aspects such as health awareness, social class, culture, age distribution, and more to determine what motivates your audience the most.

Technological
Technological aspects require you to consider advances as well as what you may be spending on research and development.

This is an area where you want to stay ahead of your competition without leaving your target customers behind due to infrastructure or even comprehension issues.

Perfect examples of companies that don't conduct PEST analysis are those that suddenly find themselves on the wrong side of cancel culture, like Blockbuster and KFC.

Address pain points with interactive content
Pain points can vary:

Financial;
Convenience;
Service.
Nobody wants to read a block of text to see how you're going to address a problem, they'd rather see it than believe it.

Share a story and provide original content to show how you can deliver on your promises of being unique and innovative.

Interactive content can help you address pain points carefully.

ROI calculators , for example, make it easy to address financial pain points. Show people what kind of return on investment they can expect or what the cost of doing business with you will be.

Surveys can provide an opportunity to address convenience issues a customer is experiencing while showing them what you can offer, specifically, based on their feedback.

Even an interactive lookbook can be a way to showcase how diverse your selection is, ensuring customers know what to expect when they choose to do business with you.

As you address their pain points, you also put them at ease. They see that you understand them and that you are using interactive content to push yourself and show them what you can do.

This can help build a long-term relationship because they understand that you have the means to help them overcome any pain points they may have now or encounter in the future.


Successful applications of a marketing strategy
There are success stories in every industry. Companies have learned to research their target audience and have a better dialogue with them in order to understand their needs and desires more effectively.

Content has become more important and therefore more strategic. Much of this stems from how the consumer has evolved.

They don't just want to be sold to, they want to be part of the process. That's why storytelling has become an effective long-term solution.

Tell a story about how you got to where you are. Show your consumers who you really are.

Nike has been successful for years because it has a brand narrative that people can relate to. And each new campaign is more successful than the next.

Her campaign for equality, which has been in the air for several years, is proof that people want to connect with Nike because of its story