Marketing Strategy

What is a marketing strategy?

A marketing strategy is a long-term plan for companies to achieve the goals they want.

It includes every detail of the processes, and who are your customers. How to reach them, how to make them stay for a long time.

What is included in the marketing strategy?

In brief, marketing strategy should help to define the following.

• Value proposition
• Branding strategy
• Target audience
• Customer acquisition channels
• Content style
• Marketing goals, KPI-s

Nowadays when there is full content online, you can find plenty of resources that will tell you how to create your marketing strategy in a faster and easier way. The following blog page will not give you a full answer to all of your questions but we will cover a lot with this.

Here are some key points to understand before creating your marketing strategy.

1. Who is your buyer persona?
2. What is your branding direction?
3. What is your communication strategy to reach your buyers?

Well, you have a service or product and you need to sell it to customers. The primary question is. Who are your customers?

TheSocialGrabber provides you with simple answers to this. 16 personalities are your potential users. The Peacock, the Fulfiller, The chardonnays, and the other 13 of them. They are next to us.

Let’s speak with examples.

What does the Chardonnay persona represent?

1. He/she likes being in the center of attention all the time.

2. They like to buy the newest trends.

3. They would search for hours to find the product they need.

4. It would take them hours to get out of their place, as they would change their outfit many times.

We can as well discuss the Fulfiller persona. 

What does the Fulfiller represent?

1. He strives to acquire material goods all the time.

2. He wants to be the top leader in the community.

3. He wants to have only the best and not lower than that.

4. He/she should be really rich. Mostly they are CEO-s and founders.

For example, Mercedes Benz mainly targets the Fulfiller persona. Why? One of the reasons is that the following people have enough money to buy luxury brands. Also, they like to rule the audience and be leaders, Mercedes gives them the following opportunity. Mercedes builds chic and luxury cars that would, of course, emphasise the top level of the Fulfiller.

Check out the following page to understand deeper the buyer personas with The Social Grabber. 

Well when you already have your buyer persona, then it is necessary to understand your communication model. How will You reach them?

• Your top funnels.

Is it a blog to attract their attention? How will you reach your persona to help them make the final purchase?

For example, we have a Fulfiller persona who only likes to buy expensive and chic products. They like to be on Facebook and LinkedIn. Then we will of course have these 2 channels to make them opt in, but these channels are not the ones that would lead to the final purchase. 

For example, Facebook is very useful for brand awareness campaigns. Here mainly google ads come for help, helping customers have a final purchase. As well we can emphasise the one-on-one calls and email marketing for the following segment of people.

• Your secondary funnels

Here you should consider brand awareness and low-cost advertising. The following people would attend grand ceremonies and here big banners can be great helpers for making people know about the brand. As I already mentioned Facebook and Instagram can do a lot for brand awareness and trust increase campaigns.

What are primary and secondary funnels in general?

1. The primary funnel helps to have the final purchase, 
2. The secondary funnel helps to create brand awareness for targeted customers.

Here we come to the last and the most interesting point of this discussion.

We should have our messaging directions in these campaigns. What type of message do we need to give customers? A happy feeling, or friendly talks, or some official staff.

Here brand archetypes come for help. They help us to position our brand, and make it more attractive and interesting for customers.

What are the brand archetypes?

A brand archetype is just a representation of our brand as a persona based on 12 main human desires and values, such as safety, power, and belonging.

How can they help us?

It can help us in every step of our marketing journey. They are the base of what is called brand personality, brand identity, company messaging style, and all these concerning branding and messaging.

Let’s take a look at one vivid example, Nike. What is Nike? What type of message do they provide us?

“Just do it” They lead us to heroism and doing something we could not before that time. This is Nike and their style of messaging. Nike has adopted the tactics of the Hero brand archetype, which leads us to heroism and enlarges our action boundaries.

Nike is just one of the top examples of archetypal branding, look carefully at what brands are doing. They give us specific messages, they prompt us to think or to do something. 

Brands are just like personalities and they took the image of the personality from archetypes. The archetypes are the Hero, the Caregiver, The ruler, or the creator and the other 8 ones. There are 12 of them.

Check out the following page to understand deeper the brand archetypes.

And here we come to our last words and I would suggest you follow these 3 steps.

1. Define your target audience. Their purchasing behaviour, preferences, hobbies, and more.
2. Understand what kind of messaging they would prefer, hence define your branding directions based on brand archetypes.
3. Understand your primary and secondary communication channels. How would you reach them, and what message would you provide them.