5 golden tips to get your marketing strategy off the ground

When it comes to improving your marketing strategy, whether you are a marketer or an entrepreneur, the hardest part can be knowing where to start.

What does it take to get your marketing strategy off the ground?

Here are 5 golden tips to give wings to your marketing strategy and make it take off quickly. My goal: to help you structure your thinking in agile mode obviously 🦅.

Put your target audience at the centre of all your thinking

Making wrong marketing decisions is very easy. All it takes is a lack of accurate information about your target audience. Maybe you think everyone thinks like you? Or do you feel that everyone feels the same emotions as you? Well, no! Your target audience is not you !

That is why you need to take the time and energy to identify it clearly and precisely. Then you can make it clear that you are interested in him, sincerely.

So make an inventory of your current knowledge: is it relevant, accurate, up to date? Beware of the trap of collecting data exclusively via classic digital analysis tools such as Google Analytics, Meta, etc. All too often, they only provide quantitative metrics and not any emotional insights of your prospects/customers.

Take the time to study your analysis and data, but also tointerview your customers live and follow and participate in conversations on social media, forums, groups. Then you can develop content that links your objectives to the real needs of your audience.

This is the price for generating strong and lasting relationships between them and your company.

Check the quality of your marketing performance indicators

Determine no more than 2 to 4 essential measures that will guide all your marketing efforts. Without these benchmarks, no marketing team has specific targets to aim for, either individually or collectively. They are flying blind.

Unfortunately, the effectiveness of the marketing strategy is still too often evaluated via 2 main measures; the number of qualified leads and sales vs costs.

However, to keep the customer at the centre of your thinking and build a longer-term loyal relationship, you need to include more informative measures to determine the effectiveness of your campaign at each stage of your customer journey.

How do you currently evaluate the success of your campaign at each key stage? Do you know which stage is problematic: lack of engagement, low conversion, retention? What do customers think of your products? How do they talk about it?

Here are some examples of indicators that allow you to better understand the customer experience and possibly adapt your strategy:

• Repurchase rate of your customers : Percentage of your brand's customers who have repurchased your brand at least once during the evaluation period.
• Frequency of purchase: Average time elapsed between two purchases of your product.
• Churn rate :: Percentage of customers lost in relation to the total number of customers at the beginning of a given period. It therefore measures customer loyalty.
• Bounce rate on your website Percentage of all sessions on your site in which users saw only one page and made only one request to the server See here for complete definition..
• Qualitative data, related to the verbatims and keywords collected in the customer reviews.

Always include a call to action in your content strategy

It may seem simple and quite obvious, but ensuring that content has clear calls to action can be one of the most effective solutions to increase engagement and conversions. Whether it's signing up for your newsletter, connecting with your business on social media, downloading your eBook or making a purchase. Get users to do it!

One agile way to optimise this is to create a dedicated team per stage of the consumer experience in the content supply chain. Some companies have, for example, an 'acquisition' team, another focused on 'conversion' and a third on 'retention'.

Each team then focuses on planning, creating or calling for action according to its specific objectives. It therefore regularly asks itself the following questions:

• What are the marketing objectives at my stage of the journey?
• What content will achieve these objectives?
• What type of content and delivery channels are most effective?
• What call(s) to action can I put in place?
• What results do I need to achieve to validate the success of my campaigns?

These teams build the brand's voice in a complementary way, applying its consistency to all stages, initiatives and communication channels.

Experiment with new marketing techniques and technologies

Experimenting, testing and measuring different approaches to see what works best, adapt and retest is at the heart of agile marketing.

Marketers should meet regularly with other more technical departments to brainstorm and discuss new technologies to be evaluated together and their impact in terms of marketing strategy.

Whatever the scale of the action, Marketing 5.0 forces us to try new experiences on a regular basis or we will lose touch with our target audience.

These include the regular emergence of new social media, artificial intelligence technologies, automation processes, new algorithms in SEO, new data architectures, the metaverse, etc. .... As marketers, it becomes difficult to keep up with and understand everything, alone in your corner.

Read more about the implications of Marketing 5.0, click here

Stimulate cross-departmental workflows

The internal functioning of marketing teams can be strongly influenced by the way other departments interact with it.

Agile marketing advocates multi-disciplinary collaboration instead of silo work and controlling hierarchies. This is one of the values advocated in the Agile Marketing Manifesto.

For more information on the Agile Marketing Manifesto, click here

We always learn more from our peers. This is why the establishment of a collaborative culture with_tools to facilitate transparency, task allocation, deadlines and monitoring are essential. They facilitate a strategic process that responds to change rather than being held to a static plan.

Obviously, this step requires a real recognition of the executive committee on the importance of embracing agility as a strategic pillar for future business growth.

It's your turn to get your marketing strategy off the ground!

Keep in mind that Marketing is a fast-moving field in which agility is essential for success. If you are striving to be more successful and profitable, you must be prepared to evolve and to develop your teams and colleagues. Without this, it will be difficult to respond effectively and quickly to the changing needs, behaviours and issues of your audience.

These 5 improvements can make all the difference to the quality of your marketing strategy.

This is by no means an exhaustive list. If you would like to explore this topic further, please feel free to leave me a comment below with your thoughts on what you think would be most useful to a business in terms of marketing strategies and analysis.

If you want to get your strategy off the ground but prefer to be coached in the process ? As a marketing consultant and agile marketing coach, I can help you accelerate your business growth.

If you are interested in working with me, contact me today! We can work together towards a bright future for your business🦅.