What Is A Strategy & Why Is It Needed?
Why Do I Need A Strategy?
A strategy gives a businesses a clear focus so that they can set a direction and measure their goals.
Without a strategy, your tactics won’t work as well. You won’t have a clear direction and if you go off path, you may not realize it immediately because you have no set goals that are measurable.
Creating a strategy can feel like a painstaking process, however, what’s worse is to wing it and later realize you’ve lost time and money and still have to go back and evaluate your strategy.“Strategy Is About Making Choices, Trade-Offs; It’s About Deliberately Choosing To Be Different”- Michael Porter Click To Tweet
How Do I Determine Your Strategy?
Decide what you’re going to see and then work backwards. What is your goal? Now, move backwards from that point to figure out how you get there.
You can reverse engineer your schedule to determine how to plan out your strategy.
Here is an example:
|-7||Unaware||FB Live||Introduce Problem|
|-5||Problem-Aware||Blog/Email||CTA for webinar|
|-3||Problem-Aware||FB Live||CTA for webinar|
|-2||Solution Aware||CTA for webinar|
|Starting Soon||CTA for webinar|
|0||Product Aware||Webinar/Email||Pitch Offer|
|1||Product Aware||Case Study|
|2||Most Aware||Brand Promise|
What is Marketing?
Marketing is brand awareness. Brand Awareness is an asset can be used in a campaign.
What’s a Campaign?
A campaign is like a story arch. All are different creating a rising and falling action. It creates interest. You will create campaigns to promote your different business offerings or to focus on how exactly you want to promote things like business awareness.
How do I choose how many channels to focus on?
Focus on one, and then promote it on others. For example, you may run a Facebook campaign and use other channels such as Instagram or twitter to drive traffic to it. Which channel does the audience you are trying to reach hang out on? What is the best way to reach them?
Your Brand and Strategy
Make people associate your brand with their problem they need solved.
Brand Awareness- Leads to a particular point
What is it doing for your business?
What is it’s point?
Lead Generation- Building steam
Not list building
Not the same things as finding prospective customers for your solutions
Get people to identify with the problem
Conversion- Where product & service is offered
Selling your product|service.
Analyzing Your Methods
Sometimes, it won’t work. That isn’t to say it is a total fail. It is a learning opportunity. So, if (when) that happens, ask yourself these questions and see where changes can be made.
Why did it fail?
How much effort did you put into finding the right people?
Why did they go elsewhere?
Why did they decide not to solve the problem?
Sometimes it will work great and you still want to get the take away from it to build upon.
Were there any audience segments missed?
How can I build upon this to create new opportunities?
What went well?
What went well?
Was there an area that performed better than expected?
What can you build upon?
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