How Cognique create a marketing strategy
Every time we work with our clients to create a marketing strategy and plan we use the same five steps. Here’s what our process looks like…
1. Learning about your business
Before we start work on a marketing strategy for our clients, first we spend time getting a deep understanding of their business and their goals for the future.
We’ll have a face-to-face meeting where we’ll aim to find out:
- The history of their business.
- Who their customers are.
- What products or services they sell.
- Who their competitors are.
- What opportunities and challenges exist.
- How their sales process works.
- Their goals for the business and objectives for the coming year.
2. Marketing audit
Only once we’ve got a good understanding of where you are now and where you want to be will we move onto the next stage, which is auditing your current marketing activity.
We’ll look at how you’ve been promoting your business up until now, and measure the success of both your online and offline activities. Depending on what you’ve been doing so far, we might review your social media activity, results from search engine optimisation and online conversion rate, if you sell online.
3. Create the strategy
It’s not until the third stage that we have all the information we need to start creating your strategy. Using the insight we’ve gained from steps one and two, we’ll start to develop a strategy for achieving your objectives with marketing. We’ll determine which online and offline marketing tactics will be best suited to meeting your goals, drawing from our extensive marketing experience with everything from PR to Facebook advertising.
For more on what exactly what goes into the strategy, read our previous blog.
We’ll also ensure your website (which we believe should be central to every marketing strategy) is tip-top. We can work with you to develop a new website, add ecommerce functionality or simply improve what you have already.
4. Develop 90 day plan
Once the strategy is complete, we’ll use it to inform a 90 day marketing plan. The 90 day plan is a practical document that we use to put the strategy into action.
The plan details the exact activity that will take place on each of the marketing channels identified in the strategy for the next three months.
5. Report on success of 90 day plan
Each 90 days we’ll review the success of the previous quarter and use what we’ve learnt to improve the subsequent marketing plan.
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