How do you explain your unique marketing strategy to others?

We have a few steps in identifying our target audience: 1. The customer industry 2. The customer category, size (revenue, employees and market) 3. The specific roles we need to connect to - buyers, end users, influencers and enablers 4. What are pain points and challenges for them in terms of their industry, company and the role 5. How do they define success, again in terms of industry, company and the role 6. What is the complexity of the buying decision or cycle 7. What are the reasons a potential customer would NOT buy from us This helps us clearly define the customer segment and frame the right messaging, as well as plan the marketing activities as per the buying complexity. We also strongly believe that NOT EVERYONE is your customer

Make sure your target is not too broad. If your product or service is niche, don't be tempted to make the circle bigger. I'd rather have less customers who are better qualified than a pile of low intent leads or customers who come once to check it out, only never to return. Setting your audience "anyone 18-54 who buys groceries" for example, will lead to messaging lost in a sea of competing voices. It's much easier to build out an effective messaging strategy if you identify the right audience.

This is true for any public facing communication, it isn't specific to marketing strategy: know your audience. Before working on any piece of communication, know who your audience is, what it likes, what it needs, so you can cater to it specifically.

There is an approach that is not very common but effective - it's called psychographic profiling. This approach involves analyzing a customer's personality, values, beliefs, and behaviors to understand how they make decisions and what motivates them. By using psychographics, you can create content that speaks directly to your target audience and builds a deeper emotional connection with them.

I agree and I'm astounded by the number of people that can't tell a business objective from a marketing objective. It sort of goes in order: Business objective, marketing objective, communications objective, communications strategy, creative idea, creative execution. Once in a great while the creative idea trumps the marketing objective, but that's only if you have a creative team that's thinking really, really big and a client who slaps their forehead when they see how you're thinking.

I've seen how effective it can be to create a value proposition that is tailored to the specific needs of your target audience. Here are the steps I follow: 1- Start by understanding your customer. What are their pain points? What are they looking for in a solution? 2- Brainstorm a list of benefits that your product or service can offer. How can you make their lives easier or better? 3- Choose the benefits that are most relevant to your target audience. What will resonate with them the most? 4- Differentiate yourself from the competition. What makes your product or service unique? What sets you apart?

The value proposition is critical, especially with consumer confidence on the decline. There are so many options to buy a product and service and a consumer can easily go from one site to the next. Leveraging affiliate marketing is a great way to showcase your value proposition using mass media partners and review partners to highlight your product or service in comparison to your competitors. In addition, tapping into micro and nano influencers to promote your product/service will get that additional "buy-in" you need and it will be authentic with more than 50% of consumers trusting influencers, family, and friends over brands directly. You can't win by only highlighting your value proposition yourself - third-party reviews are key.

For my team, creating a value proposition is facilitated by: 1. Research and Interviews - We conduct thorough interviews and research tailored to our target audience to gather extensive information. 2. The Value Proposition Canvas - Utilizing gathered data and numbers, we analyze our target audience’s needs and how our client’s product/service can provide them with gains, whether emotional or financial. We visually represent this information on a canvas. 3. Simplification - Using the compiled information, we craft a concise value proposition statement that effectively conveys the message to the majority of our target audience.

Crafting a compelling value proposition begins with the Value Proposition Canvas-a vital tool unveiling why customers choose us. It includes Customer Profile (jobs to be done, pains, gains), Value Map (Products and Services, pain relievers, gain creators), and Fit (matching offerings with customer needs). Armed with insights, we prioritize ‘Why’, ‘How’, and ‘What’. Our proposition goes beyond products; it reflects our dedication to empathize and innovate. Embracing the Canvas emphasizes aligning offerings with genuine needs. Explaining our strategy isn't superficial-it’s an odyssey of empathy and innovation aligning solutions with core desires. Understanding our value through Canvas means authentically resonating with customers.

A method that I prefer is underlining what are the ["set of promises"] that are made by your product to a ["defined target audience"] that are clearly ["differentiated"] by other alternatives and are ["backed up by reasons to believe]." Let's break down this further; Promise is the set of benefits a. Functional benefits, b. Economical benefits, c. Emotional Benefits While the "Promise" needs to be compelling it also needs to be "Differentiating" with the alternative available like; a. Status quo, b. Competitive alternative, c. Previous version Now the value must be contextual to who is this for or on what scenario - "The target Audience" And the final element are the "Reasons to Believe" which can be objective claims, testimonials etc.

SMART marketing objectives always win the day: S - Specific. Specific is terrific as they say! Be clear on who you are targeting with your marketing, who is your ideal buyer persona? M - Measurable. Define your ROI and put analytics in place to measure what you are doing. A - Achievable. Be realistic with your marketing goals. We all want to be millionaires however, and I don't want to crush anyone's dreams here, it's probably not going to happen this quarter. R - Relevant. Just because there are lot of different marketing tools out there doesn't mean you have to use all of them. T - Time-bound. But deadlines in place to help you keep your marketing on track. If you don't things will drift...

I've got another SMART program: Systematic Messaging And ReTargeting Technology: being in front of your ideal customer, client, patient etc in a way thats helpful to them, providing relevant content and insights, as well as helping you remian top of mind with them.

The 4 P's are a framework for developing and implementing a marketing strategy. If you don't have clear answers to the Q's that inform the 4 P's, then you need to step up your social listening. Software for social listening, automation, and analytics include: 1. Zapier 2. Buffer 3. Iconosquare 4. Later 5. Mention 6. Sprout 7. Hootsuite 8. Sprinklr

Os objetivos e táticas devem ser conhecidos e comunicados por toda a organização. Ter o comprometimento das demais áreas da organização ajuda a garantir que todos estejam alinhados e caminhando em direção ao mesmo objetivo. O plano de marketing pode ser simples ou complexo, porém é essencial que a estratégia seja amplamente conhecida, para que a execução possa entregar os resultados esperados. O grau de complexidade irá variar de acordo com a maturidade e preparo da organização para cada etapa.

Los objetivos que queremos conseguir en nuestro buyer persona serían los siguientes: -Aumentar las ventas de las empresas que nos contratan con una metodología basada en LinkedIn, Sales Navigator y Chat GPT. -Aportar un contenido de calidad enfocado a satisfacer las necesidades/puntos de dolor que tenga nuestro buyer persona. -Incremento de oportunidades de negocio en el departamento comercial. -Optimización del tiempo a la hora de realizar la acción comercial. En un solo día puedes llegar a decenas de profesionales y mostrarle tu propuesta de valor. -Mayor tasa de conversión que se refleja en un incremento de la facturación.

Data is key - that is all... It doesn't have to be stats and figures, why not share testimonials (I prefer to call this 'Nice words about nice people') and recommendations? You could even ask your customers to provide Google reviews

Visual storytelling goes a long way! Try engaging your community with a user-generated content marketing campaign that highlights the feelings of the end user of your product or service. This lets active community members know they're appreciated and provides great content for top-of-the-funnel eyes. You can use those videos for creative marketing strategies in addition to using a parsed-down version to sell

The goal is to gather as much data as possible. In Brazil, we often say, ‘Against facts, there are no arguments.’ As mentioned earlier, investing in thorough interviews and research to identify the target audience and meaningful product/service characteristics can result in significant cost savings in the long run. This is because comprehensive research leads to effective communication that highlights your brand’s valuable features to potential clients. The more thoroughly you study your target persona, the more precise your product/service and communication strategies become.

I call them "Trust Indicators' and the way I teach it is that they can be broken down into 4 types - reviews - testimonials - case studies - peacocks (the big showy win) The point here is that every client you have is going to land inside one of these - The issue is that everyone sells the Peacock Win but only like 1% of clients will ever achieve that -- leading to why everyone is over the hooplah of the digital marketing world It's imperative that we manage the expectations of our clients in a way that is realistic for them and that they see growth over time

Without proof, you can do achieve very little marketing success nowadays in the constant noise out there. The most underestimated story (often left untold) is the founder's origin story. Why are you doing what you are doing? Oftentimes, a person gets frustrated so many times with the existing market solutions for a problem that she decides to start a business - believing there should be a better way of doing things. Tell that story. Times and times again. Like a broken record.

I think marketing strategy is way simpler than we make it, me included. It starts with great product, brought to the world with creative a story, that we tell where our consumers can see it, hear it, feel it. Marketing strategy is to orchestrate all of these to create human connection, with products or brands. To get there is hard. But it might be the most important thing we do as marketing leaders.

There are four keys to effective marketing communication: 1. Is the benefit relevant to the target audience? 2. Is it important? 3. Is it differentiating? 4. Is it believable or credible? If you consider these four key factors, you can create more effective and impactful strategies that resonate with your target audience, and drive desired actions.

In my experience, observing what the others are doing is key. Looking up to other Maisons, throughout the year, at key 🚀 globally, new window reveal, new ambassadors they bring in to understand if their messaging is coherent and consistent on both short and long terms. From that point, it is indeed never ending research to create our own path for our Maison locally, regionally: strategy enables us to then roll out (depending on the culture, the market, the clients clusters we wish to target) a Clear Plan. Yet a plan can change, can be adapted. Accepting the latter will make room for our marketing teams to create a relationship with their sales forces, and listening better to our final client facing actors understanding their needs.

Every product or service category is distinct from every other, but many marketers fall into the trap of only looking at their own category for lessons, inspiration, and best practices. Look to other industries who are targeting the same types of buyers. Learn from the mistakes of others who know nothing about your offering but know a lot about your prospective customer. No target audience in the world ONLY buys one kind of product or service. We have lots of needs and desires, and these will be satisfied by many different sellers. A winning strategy is to "only make NEW mistakes" - but the superior form of this is to broaden this strategy to include the mistakes of others.