There’s lots to know about marketing and lots of great blogs giving all manner of advice.
But, when it boils down to it, there are just three questions to ask to help you get to the core of your marketing planning.
1. Who do you want to target?
It’s important to remember that people make buying decisions, not organisations, so identifying them and everything that makes them tick is the first cornerstone of the marketing triumverate.
As tempting as it is to try and spread your net wide and far it’s better to be specific at this stage. By definition, targeting means selecting some and therefore ommiting others so be clear who’s a stakeholder, an influencer or a budget holder. Or a nice to know.
2. What do you want your target audience to do?
Do you want your audience just to hear a specific message or do you need them to complete a call to action?
Generally, unless you’re doing brand building activity, most marketing will have a call to action (call this number, log on to our website, cut out this coupon, scan this QR code, join us at this event, buy now) which will help generate a sale whilst allowing you to measure the results/impact of your marketing efforts.
3. How do you want to reach your target audience?
The third question encompasses the vehicles you can use, like social media, direct marketing, radio etc, to get your message out.
(I’d also add your brand and tone of voice into this Q&A as a way of reaching people. You can alienate audiences with the wrong language, imagery, tone of voice, associations, at this stage of your marketing. Of course the opposite is also true – this can be where you convince your prospect that they want to be like you and do what you say.)