Would you like to give your business an extra boost this year and increase sales? Then I would like to give you a complete guide to your new marketing strategy. In this article, I would like to show you different possibilities and ways how to plan and execute your optimal marketing concept.
Here I will show you various media with which you can develop and implement a successful marketing strategy. I want to show you all the processes from start to finish and explain them in detail. So it is also possible for “non-marketing experts” to plan and implement an optimal marketing strategy.
Of course, every business is different, every company sells different products, digital products but also physical products. Likewise, every market is different and the potential customers are on different channels. In this article, I would like to give you a good overview of all marketing channels and how you can integrate these strategies into your business.
Since I have been working in the field of marketing, SEO, and content marketing for many years, I would like to show you an example of what an optimal marketing strategy for a specific product can look like. Of course, you can also apply this marketing strategy shown here to other products or services. But it’s easier if I demonstrate my approach to a random product here.
Of course, in every industry, different approaches or characteristics must be specially adapted. But you can use this “instruction” as a rough “marketing strategy guide”. The fundamental principles of marketing are universal and apply to most niches.
The criteria by which potential customers choose a specific product have not changed and will probably not change. It’s basically about convincing your potential customers of the advantages of the product and presenting the product from various marketing angles (Emotional and Rational, backed up by rational decisions).
Here is my “Marketing Masterplan” for product marketing
The way I develop various marketing strategies for my customers has basically not changed much. A good marketing strategy is always based on a “5 Step Process“.
First step: The five different marketing models
What is the business, what are we selling, what is the price point, and what are our potential customers?
The marketing mix includes the four elements of product, price, promotion, and place. This model focuses on the practical aspects of marketing and how to use these elements to create a successful marketing strategy.
People, processes, and physical evidence. This model emphasizes the importance of considering the human aspect of marketing, as well as the processes involved in delivering a product or service, and the tangible elements that contribute to the customer experience.
The customer value model focuses on understanding and meeting the needs and expectations of customers in order to create value for them. This model emphasizes the importance of building long-term relationships with customers and delivering a positive customer experience.
The marketing funnel is a visual representation of the customer journey from awareness to purchase. This model emphasizes the need to move potential customers through the various stages of the funnel, from initial awareness to consideration, decision, and action.
The marketing communications model focuses on the use of different communication channels and tactics to reach and engage with target audiences. This model emphasizes the importance of creating an integrated and cohesive marketing communications plan that utilizes a mix of channels and tactics to effectively deliver a marketing message.
Second Step: The Market
Who they are? What do they like? …try to understand your customers! (the better you know about your potential customers or the target group, the more targeted you can create and optimize your marketing campaign)
“The customer doesn’t buy when they understand, they buy when they feel understood”!
From a marketing perspective, there are several key steps to identify a market for a specific product:
Define your target audience: Start by identifying the group of consumers who are most likely to be interested in your product. Consider their demographics, interests, needs, and motivations, and use this information to create a detailed profile of your target audience.
Research your competition: Identify other companies or products that offer similar solutions to the same problem that your product solves. Analyze their strengths and weaknesses, and consider how your product is different and how it can compete in the market.
Analyze market trends: Research the overall market for your product and identify any trends or shifts that may affect demand for your product. Consider factors such as economic conditions, consumer behavior, and technological developments, and use this information to identify opportunities and challenges in the market.
Test the market: Once you have a clear understanding of your target audience, competition, and market trends, it is time to test the market to see if there is sufficient demand for your product. This can be done through market research, focus groups, or other methods to gather feedback and validate your market assumptions.
Develop a marketing plan: Based on the information gathered through market research and testing, develop a marketing plan that outlines how you will reach and engage with your target audience, differentiate your product from competitors, and position your product in the market. This plan should include specific tactics and strategies to promote your product and generate sales.
Third Step: The Message
What kind of words, and what kind of stories do your customers use? What are their goals, dreams, and desires – Miseries. We have to find a way to bridge their gap with our marketing strategy (Miracles). Try to find unique selling points for your product, like: Metaphors, Images, Branding, and Calls To Action!
Here are some key steps to develop a good marketing message:
Identify your target audience: Start by clearly defining the group of consumers who are most likely to be interested in your product or service. Consider their demographics, interests, needs, and motivations, and use this information to create a detailed profile of your target audience. Identify how your product can solve a real problem or help the potential customers solve a specific problem.
Understand your product or service: Clearly articulate the benefits and features of your product or service, and how it meets the needs and solves the problems of your target audience. Be specific and avoid using industry jargon or technical language that may be confusing to your audience.
Develop a unique selling proposition: Identify what sets your product or service apart from competitors, and use this unique selling proposition (USP) to differentiate your product and create a compelling reason for customers to choose your product over others. For example, if you’re selling food products, your USPs could be “more healthy, low carbs, hand made, etc.”, if you’re selling cars for example, you can use the following USPs “faster, less consumption, more space, more reliable, etc.”. Of course, this depends on your product and the problem you want to solve with your product.
Use a compelling and persuasive tone: Your marketing message should be persuasive and compelling and should motivate your audience to take action. Use a tone that resonates with your target audience and speaks to their needs and motivations.
Test and refine your message: Once you have developed your marketing message, test it with a small group of target audience members to gather feedback and refine your message as needed. Continuously test and refine your message to ensure that it effectively communicates the value of your product or service and motivates your audience to take action.
Fourth Step: Media
Why are we going to advertise our product? In this step, we can be very creative. This is where marketing really gets fun. Here we can test different marketing channels. If you have already identified your ideal customer (men, women, age, interests, etc.) and found out which medium your customer consumes most often, you can of course concentrate on this channel. Here I would like to show you the various marketing channels that you can use to reach your potential customers.
Marketing channels are the means by which businesses communicate with and reach their target audience. Some common marketing channels include:
Traditional media: channels such as print, television, and radio that have been used for many years to reach and engage with audiences.
Digital media: channels such as websites, social media, and email marketing that use the internet and digital technologies to reach and engage with audiences.
Paid digital marketing: You should definitely consider including paid marketing channels in your campaign, such as Google Ads, Facebook/Meta Ads, Instagram Ads, TikTok Ads, etc.
Outdoor advertising: channels such as billboards, bus shelters, and street signage that use physical spaces to reach and engage with audiences.
Word of mouth: channels that rely on personal recommendations and referrals from satisfied customers to reach and engage with new audiences.
The best marketing channels will depend on a variety of factors, such as the target audience, the product or service being marketed, and the overall marketing objectives. It is important for businesses to carefully consider their target audience and marketing objectives, and select the marketing channels that are most likely to be effective in reaching and engaging with their target audience. In many cases, a combination of marketing channels may be used to create a holistic and integrated marketing strategy.
Fifth Step: The Machine – Or how you actually sell the product
When you run paid advertising, or even organic marketing, you should send the potential customer to a specific sales/landing page. Only send your customer to one specific product. Only do one at a time. Don’t send your potential customer to your homepage.
The best strategy is that you send the customer directly to your sales page. Don’t overwhelm or confuse your customers with too many offers. Chances are high that your customers will leave without visiting the actual product page or making a purchase.
There are many different ways to sell products online, and the best approach will depend on a variety of factors such as the type of product being sold, the target audience, and the overall business goals. Here are a few potential approaches to selling products online:
E-commerce platforms: One of the most common ways to sell products online is to use an e-commerce platform such as Shopify, Amazon, or eBay. These platforms provide a user-friendly way to set up an online store and manage the entire sales process, from listing products and processing orders to managing inventory and fulfillment.
Social media: Many businesses use social media platforms such as Facebook, Instagram, and Pinterest to promote and sell their products. This can be done through paid advertising, organic posts, or by using features such as Instagram Shopping or Facebook Marketplace.
Your own website: Another option is to sell products directly from your own website. This approach allows you to have more control over the design and functionality of your online store, but it also requires more effort and resources to set up and maintain.
Marketplaces: In addition to e-commerce platforms, there are many online marketplaces where businesses can sell their products. This can include general marketplaces such as Etsy and Alibaba, or specialized marketplaces that cater to specific niches or industries.
Ultimately, the best way to sell products online will depend on your specific business goals and the preferences of your target audience. It may be helpful to experiment with different approaches and see which ones are most effective for your business.
How expensive is a marketing campaign?
The cost of a marketing campaign can vary greatly depending on a variety of factors, such as the type of product or service being marketed, the target audience, the marketing channels and tactics used, and the overall scope and duration of the campaign. Some marketing campaigns may be relatively inexpensive and can be carried out with a small budget, while others may require a larger investment of time and resources.
In general, businesses should carefully consider their marketing goals and budget, and develop a marketing plan that is both effective and affordable. It may also be helpful to work with a marketing professional or agency to develop a marketing campaign that is tailored to the specific needs and goals of the business.
It is of course possible to adapt a marketing campaign to a specific budget! If you have a smaller marketing budget, then you should focus on one marketing channel first.
For example, you can start testing how your customers react to a Google Ads campaign. Test different ads here. Use different advertising texts or pictures.
However, it is extremely important that the landing page or the product page of your shop is optimized. If the landing page or product page in your online store is not optimized for conversions, many potential customers will bounce. If you don’t have a conversion rate optimization expert on your marketing team, consider hiring an outside consultant.
Conclusion
To identify the right market, marketing strategy, and promotion for a product, businesses should start by defining their target audience and understanding their needs and motivations. This can be done through market research, customer interviews, and analysis of market trends and competition. Once the target audience and market are understood, businesses can develop a marketing strategy that uses the appropriate channels and tactics to reach and engage with their target audience.
This may include traditional media, digital media, outdoor advertising, or word of mouth, depending on the preferences and behavior of the target audience. Finally, businesses can develop a marketing/promotion plan that leverages the chosen marketing channels and tactics to effectively communicate the value of the product and motivate the audience to take action. This may include special offers, discounts, events, or other tactics to generate interest and drive sales.
Do you need help with your marketing strategy? We are doing marketing every day and are able to help you reach your customers and build the right strategy for you! You can contact us by using our contact form!