EDITORIAL: Developing a Great Marketing Strategy

    Having a successful marketing campaign is vital for any business. It takes a lot of thought and time to develop a strong strategy that will engage your target audience and, ideally, catch the eye of new customers. If you’re a smaller business or a start-up, your budget might mean you have to do most of the marketing yourself, rather than hiring a team to do the job for you. If this is the case, here are some useful tips to help you develop a great marketing strategy that will lead to more sales and bigger profit margins.


    Never underestimate how important it is to carry out thorough research before you start piecing together your marketing strategy. You will need to look at your competitors, similar products or services that are already available in the market place, and consumer activity. Then you will need to consider what the best platforms are to use when implementing your marketing campaign, for example, should you use social media paid advertising or print media. Will radio/TV advertising be worth it or viable for your business? Make sure you have asked all the questions and found suitable and realistic answers before you begin to develop the look and style of the campaign.


    A marketing campaign should always reflect the business’s brand and, therefore, you must always keep this in mind when creating your marketing strategy. While the product/service you’re promoting should be at the forefront of the campaign, the business must also be represented. Your branding will likely be incorporated into the packaging of your product (for example, through the use of your logo),but make sure it’s also visible on any marketing collateral to help build brand awareness.


    Although you might not be able to afford to outsource everything, there are certain aspects of your marketing campaign that you can use professional services for. A good example of this is getting your adverts seen on search engine sites. The majority of the population uses search engines daily, which is why they are ideal places to promote your business and products. Companies such as can help you to manage advertisements on Google, allowing you more time to focus on other areas of your marketing strategy.


    You must have the ability to get creative when developing a marketing strategy. This is especially true when working with a smaller budget, as thinking of cheap/free ways to promote and share campaigns will require you to explore options that are a little more ‘outside the box.’ Finding sensible but creative solutions to your marketing issues is essential to make sure you can pull off a great campaign.

    Achievable Goals

    Having goals and targets to work toward will help to keep you focused while developing your strategy, but make sure the targets are reasonable. Giving yourself unachievable goals will only lead to confusion and disappointment. Your budget will dictate what you can and can’t do with your campaign, so make sure you’re not getting carried away and setting yourself up for failure.

    Next time you have to create a new marketing strategy, keep the above pointers in mind to help you make it great.

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