1. Have complete clarity about your starting position
Without knowing exactly where you are it’s not possible to plan a direction to where you want to be. Spend some time to map out the current situation that you’re in; the state of the business, the business model and so on. Understand who your target market is, how you’re trying to reach them, and understand the problems that they have. This clarity will ensure your strategies are more robust and likely to succeed.
2. Marketing strategy, part I
Identify the nature of the issues that your clients face, not in your language, but in theirs. It’s really important to understand how your market expresses its problems so that you can speak directly to that conversation with your solution.
3. Marketing strategy, part II
Having identified the problems that you solve in the language of your customers, demonstrate how your solution will not just solve their problem, but how it can be embedded in their business so the problem does not recur. Drive directly to making their lives easier and meeting their needs precisely.
4. Marketing strategy, part III
Consider carefully how to measure and identify which elements of your marketing are working particularly well and which are working less well so that you can adapt, improve and test further.
5. Sales strategy, part I
The emphasis now shifts to sales. Identify the triggers that indicate when somebody has decided that they may wish to do business with you. Think about the behaviours that will be exhibited by a potential customer. For example, sharing articles on social media, commenting on blogs, or signing up for a newsletter all indicate greater attention on your business.
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