Have you ever gone to the grocery store without a list and started throwing random goods into the cart?
Sounds crazy, right?
Then, why do so many marketers behave that way?
Here are my must-haves for a killer marketing strategy:
1. Customer Personas and Journey Maps
It’s not enough to have a sense of your customer in your mind. This information should be easily shareable so everyone in has a clear understanding of who your customers are, what pain points they go through, and how your product can solve their problems.
Customer Journey Maps should map out holistically how each person goes through their journey to make a decision on how they plan to solve or improve something (that your company can help them with) — from the first moment they encounter the problem, to the moment they identify it or start looking for solutions, and all the way to how they purchase and use your product and service.
2. Clear objectives You know your customers.
Now, when a new tactic or tool shows up, and you want to use it, you can take a look at your objectives and assess whether it fits with what you are trying to accomplish.
Remember: your strategy should always define your tactics, not the other way around.
4. Decide How to Measure Success
Here’s the part many marketers hate the most — numbers Numbers are your friends, not something to be afraid of.
You don’t need a bunch of confusing numbers; you need to define a handful of them that will measure the success of each tactic.
5. Optimization and Testing
The best strategy and tactics won’t work exactly as you planned.
But if you defined your KPIs correctly, it won’t be hard to figure out what is and isn’t performing quickly.
Once you know what isn’t performing, you need to understand why.
Sometimes it’s obvious.
But sometimes, you’ll have to put your nerd glasses on and dig into the data.
Or, just ask some of your customers. Many of them will gladly tell you what they think. Don’t be afraid to engage directly with your customers.
Did I miss anything or is there anything you’d add?