As you sit down to create a 2017 marketing strategy, use this outline to consider and collect all of the information that will produce the best plan possible.
A good strategy always starts with goals. When you have a clear idea about where you want to go, it’s easier to get there.
So begin your 2017 marketing strategy by outlining what you would like to accomplish this year. List your basic marketing objectives, which may include a few of the following:
Build brand awareness
Expand into a new market
Target new customers
Develop brand affinity and loyalty
Grow digital presence
Launch new products or services
Grow market share
Once you pinpoint the general goals you want to focus on, set clear objectives for each goal. Use SMART goal planning to develop each of your plans, so they are:
Shape the rest of your 2017 marketing strategy using this initial list of goals.
Next, focus on the investment you would like to make in your marketing in 2017. As you set your marketing budget, consider a few factors.
What industry are you in? How much are your typical competitors spending, and what do you need to spend to compete?
Should you outsource SEO, or any other part of your strategy to free up resources? Do you have the budget to do so?
What do you want to achieve? Do you need to spend more than usual if you want to grow or expand?
What is your total yearly revenue? What percentage of revenue do you want to allocate to marketing?
The New Year is a good time to refresh and revise your brand messaging to make sure it continues to align with the projected path of your business. Create a brand guide or revise your current guide so it includes details about your:
Tone and voice
Unique selling propositions
As you revise or write these sections, consider the three perspectives that matter to your brand.
Customer perspective: What you present to potential buyers, clients, and customers.
Internal perspective: What you present to your internal team, and what drives their work.
Market perspective: What differentiates your offerings and makes you stand out in your industry.
Shape your brand messaging to connect on those three levels.
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