by Dee Blick
A practical marketing strategy will really influence your long- term
business success. It is not about advertising, newsletters, mail shots
or networking. These activities are addressed in your tactical
marketing plan.
- In creating a marketing strategy you analyse what is needed for your business to achieve sustainable, long term business growth.
You need to include the following in your marketing strategy
Marketing
objectives - ones that are linked to your products, services and
marketplaces. They should be measurable, and although they will differ
depending on the size of your business and how long you have been
operating, the principle remains the same. A
competitor table. I have worked with many businesses who believed that
what they offered was unique, only to find competitors already offering
the same products or services. Save time and use the Internet for your
competitor research. Use the headings below to gain relevant
information on each competitor. - Name
- Product / service range
- Key selling messages
- Content of website / overall appearance
- Price structure
- Difference to your business
- Similarities to your business
- Your strengths in relation to each competitor
- Your weaknesses in relation to each competitor
Your customers and prospects will know about some of your competitors. Make sure you do!
- A
clear definition of your customers - How are they grouped? What
similarities do they share and what differences? You need to find out
when and why your target markets buy from you and how many people
influence the decision to buy.
- A
concise summary of your product or service, standing in the shoes of
your customers. Look at what you offer through their eyes - what makes
you truly different from the other businesses in your market place? How
does that difference benefit your customers?
- If
you ignore your marketing strategy you run the risk of missing your
target markets, or delivering the wrong messages. Find out what makes
your customers and your competitors tick - This is key to your
long-term success.
Dee Blick
is a familiar face in franchising and has worked with new and
established franchisees helping them to achieve business growth through
effective and simple marketing tactics. Dee is a Chartered Marketer and
a member of The Chartered Institute of Marketing. | 
