Part 2

We’ve already brought you through Step 1,2 and 3 of ‘How to create a strong marketing plan’. Now in part 2, we help you understand your customer journey and the best way to outrank your competitors with marketing.
Let's recap on the five important questions that we advise our clients to consider when creating their marketing plan:

  • What is your brand positioning statement?
  • Who are your customers? What do they need?
  • What is your value proposition?
  • What is the typical customer journey for your target audience?
  • What are your businesses current marketing activities? (offline + online)

 

Still with us? If yes, that’s great!
If not, feel free to fill in the form on this page and send us any questions you have.

 

Customer Journey (aka the ‘sales funnel’)

Understanding the journey your customers take is essential for your marketing plan. Put yourself in your customer’s shoes for each of the stages in the journey and identify what usually happens at this stage of the process.
For example, the awareness stage usually consists of the user finding your brand online or getting a referral from someone else about your business. By recognising this customer behaviour, you can then target the customers at the different stages with the appropriate marketing tactic (e.g Google PPC ads can be used at the awareness stage / Email marketing at the Interest Stage).
You’ll be nurturing the prospective customer at each stage of the process. You’ll be creating content and implementing tactics that answer their questions and reach them in the most relevant channel with the most relevant information. This will help convert your target prospects into new customers.

 

Competitor Research

An awareness of your competitor’s activities helps identify the best promotional tactics and channels you need to use when marketing. When examining the marketplace, you can identify the brands that are performing the best, and others that are weaker. Categorise the ‘strong’ competitors and look at what they’re doing the best and see if you can do better!

Here are some questions about your competitors online presence to get you started:

  • Are they present on social media - Twitter, LinkedIn, Facebook, Google+, Youtube, Instagram, anywhere else?
  • Do they have a blog and/or news section on their website?
  • Do they provide PDF’s or other downloads on their website?
  • Do they have a newsletter sign-up option?
  • Is there site optimised for SEO (When you enter their name into Google Search, are there title tags and descriptions underneath nice and tidy?)
  • What is their page speed like? (You can use Google’s PageSpeed Insights to check)
  • Is their website multilingual or multi-country?
  • Are they running PPC Ads?
  • Do they track website visitors via Google Analytics or any other tracking software? (You can use the Built With browser plugin to find this out)

 

To find out more about the tools we recommend using for competitor research check them out here:

  • PageSpeed Insights
  • Build With Plugin

 

So… what’s next?

To summarise all of the above, it is vital that you nail down the basics before you launch into creating your Google Adwords campaigns or pushing out loads of social media messages.

Creating a marketing plan is a defined process - it is not magic or science. However, it does require experience and expertise, which we have in spades. You can see some of our previous clients work here.

And if this scares you - Good! It is supposed to.

We are here to help. For marketing services that will help your business grow, just simply fill in the quick enquiry form on this page or email hello@daracreative.ie and we’ll help you create your business’ growth marketing plan.