Your company has big dreams, big goals, big plans. Use this 9 point checkpoint for mapping your next marketing strategy.

Congratulations! You’ve been tapped to deliver on these big dreams, big goals, big plans.  And you are about to rock these goals.  But before you immediately roll up those sleeves and get to work (I know you’re about to do it, I can feel those sleeves rolling up)  take a breath. Pause to examine whether you have a strategic plan or merely a list of tactics.

Don’t get me wrong. Tactics are awesome. Tactics are needed. Tactics make the world go around. But first defining the marketing strategy enables you to focus each tactic toward the same goal.  It may also help you reduce and eliminate the tactics that don’t meet the same goals. Que the clutter clean up.

Here are 9 questions you have to answer as you develop your next strategy.

1. WHAT is the outcome you are looking to achieve: Do you want to grow market share? Launch a new product? Expand your target audiences? What are your marketing revenue goals? Are you looking to build up your database?

2. WHO are you targeting : Who are your prospects, are they business owners, parents, professionals, all of the above? What do they look like?

3. WHERE can you find them : Where do they spend their time, where do they interact, where do they learn about the kinds of products and services that they buy?  Do they come to your website, to specific landing pages? Do they come to your social media pages? How do they react?

4. WHAT will you need to reach them: Do they attend events, conferences, parties? Do they watch videos, read emails, download ebooks, watch webinars, etc? How do they interact with those kinds of marketing tactics?

5. WHAT will you tell them when you reach them: What are the kinds of messages that will resonate with this audience?  What are the key benefits that’ll make your customer sing their hearts out about you?

6. HOW will you speak to them: What does your brand voice sound like? Are you super serious, conversational, goofy, fun, technical? Your brand voice and the message will need to make sense to the target audience you are reaching?  What are the types of campaigns you have

7. WHO are your competitors? How do they stack up against you? What do your competitors use for marketing tactics? What are the messages that work for them?

8. WHAT can you measure? While certain elements like brand will not be so easily measured, many of your marketing tactics will be. Each type of marketing tactic will have different type of measurement. It’s important to know what can be measured before you dive in to ensure you know how to measure it.  

9. WHAT is your marketing budget? Do you have one? Do you know how to effectively decide what you will spend budget on and what you won’t?

Putting It All Together.  It’s like a beautiful piece of art, Powerpoint art! You know you love it.

(Ok, It may just be me. I love me some powerpoint.)

Your epic awesome new strategy could now speak to:

  • Goals and outcomes
  • Baseline results on current marketing efforts
  • Competitor research
  • Personas
  • Marketing tactics prioritized
  • Marketing tactics placed into timeline/calendar
  • Key messages, value propositions, brand voice
  • Campaign ideas
  • Implementation steps

Still not convinced?  Here’s why your marketing strategy will help you in more ways than you know.

  • Align the vision : Your company may be leaning one way, your marketing tactics another. Setting all of it down to the proverbial pen to paper will enable you to see all of the potentially disparate puzzle pieces together and ensure that these tactics align with the vision of your company and their overall goals.  

  • Set the right expectations: If not anything else, it will help you establish this most important thing.  When you don’t have alignment, no one will ever be happy because they all have different expectations.

  • Relationship building with your customer base: Remember that different segments of your customer base will engage with different marketing approaches and tactics.  A campaign is about developing multiple reminders to engage with the brand. While everyone loves talking digital marketing, we know that customers intersect and make decisions based on multiple points a brand and so we should be prepared to engage on multiple channels.   Multi channel marketing is about serving the customer where and how they engage with the added benefit of giving customers more exposure and more touch points to sell and collecting more valuable information.

  • Create brand consistency: Without oversight, campaigns can look fragmented. Creating a strategy that defines what your campaign types Employ brand guidelines to ensure brand consistency for recognition and trust.

  • Creating brand loyalty: Multi channel marketing is not just about combining different forms of media to reach and build your audience and brand recognition, it is about how channels intersect to support each other to help further engagement. (e.g. Printed book or magazine is a marketing channel, providing an interactive online destination that intersects with the print product invites audience to become more committed)

  • Creating a pathway to product discovery: Similar to single channel marketing, multi-channel is about ensuring pathways to product discovery. The more touch points, the more opportunity to convert, collect information, learn behaviors to craft future campaigns that are relevant.

  • Demonstrating value along the Product funnel: Part of multi-channel is asking the customer to engage from channel to channel. Lead with value, what is the benefit to the customer to keep going through the sales funnel, marketer to try and identify problems, issues to try and solve along the funnel.

  • Be ready to test: Be committed to testing and optimizing your campaigns to discover an optimum communications mix.  Because you have multiple touch points, there are multiple places to optimize. Conversion and micro-conversions:  Break down micro steps through sales funnel leveraging conversions from each channel.  e.g. Print ad conversion to landing page traffic, conversion from landing page to capture email, email capture to email delivery and open, engagement, email engagement to email purchase, email purchase to up-sell on page.   

Did this article help you? Think I'm missing something or have questions, shoot me an email at or Tweet me @JisunKimNJ.  I would love to hear from you. 

So are you ready to take charge of your company’s big Ideas and Big goals and put them into action?