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Marketing Strategy: Building a Roadmap for Success

A marketing strategy provides structure and direction, establishes goals and expectations and provides insight about what to do and, as important, what not to do.

Without a marketing strategy, you risk traveling on a road to nowhere, and wasting time, money and resources.

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Marketing Strategy: Building a Roadmap for Success

  1. 1. Building a roadmap for marketing success
  2. 2. What I do: Accelerate startups and fast-growing companies with marketing powered by storytelling Advisor: Next Canada, Ventures for Canada Twitter: @markevans Website: markevans.ca
  3. 3. I wrote a book about how to embrace the power of storytelling (a two-year labour of love)
  4. 4. AGENDA Goals Channels TacticsStory Audience Measurement
  5. 5. WHAT I LEARNED FROM WHALES
  6. 6. Lack of well-articulated strategy meant too many tactical options to tackle and complete
  7. 7. WHAT IS A MARKETING STRATEGY?
  8. 8. “The essence of strategy is choosing what not to do. ” - Michael E. Porter
  9. 9. A MARKETING STRATEGY IS NOT…..
  10. 10. NO MARKETING STRATEGY IS…..
  11. 11. MARKETING STRATEGY ELEMENTS PRODUCT COMPETITIONMONEY PEOPLE CUSTOMERS
  12. 12. WHY MARKETING?
  13. 13. COMMITMENT
  14. 14. Brand awareness Media coverage Sales/Leads Website TrafficDownloads
  15. 15. Brand awareness Media coverage Sales/Leads Website TrafficDownloads LeadsSalesUsers Awareness Media DownloadsSEO HR VC
  16. 16. Being honest about expectations
  17. 17. VALUE PROPOSITIONS For ____________ (target customer) Who ______ (statement of the need or opportunity) our our (product/service name) is ____________ (product category) that (statement of benefit) ____________ .
  18. 18. For start-ups looking to drive more awareness, leads and sales, ME Consulting accelerates their growth with marketing powered by storytelling.
  19. 19. TARGET AUDIENCES (aka Who matters to you?)
  20. 20. TARGET AUDIENCES What are their needs, points of pain and interests? What are the purchase triggers? How do they research and make decisions? What are the competitive options?
  21. 21. BUYER PERSONAS INSIGHT INTO YOUR CUSTOMERS
  22. 22. Social media Blog Videos Infographics Website Newsletter White papers Sales sheets Case studies Webinars Trials Trials Demos Consultations Proposals Estimates
  23. 23. 1. Direct mail 2. Webinars 3. Infographics 4. Blogs 5. eBooks 6. Social media 7. White papers 8. Case studies 9. Websites 10.Conferences 11.Podcasts 12.Videos 13.Newsletters 14.Media outreach LIST YOUR CHANNELS
  24. 24. 1. Websites 2. Videos 3. Infographics 4. Newsletters 5. Case studies 6. Social media 7. Blogs 8. eBooks 9. Podcasts 10.Media outreach 11.White papers 12.Conferences 13.Webinars 14.Direct mail RANK YOUR CHANNELS
  25. 25. • Websites • Videos • Infographics • Newsletters • Case studies • Social media • Blogs • eBooks • Podcasts • White papers • Conferences • Webinars • Direct mail PRIORITIZE YOUR CHANNELS NOW SOON LATER
  26. 26. TACTICAL EXECUTION PLAN
  27. 27. “However beautiful the strategy, you should occasionally look at the results” -Winston Churchill
  28. 28. Measure, measure, measure Reload Double-Down Expand your horizons
  29. 29. WHY STORYTELLING? Why does storytelling matter? What are your goals and needs? COMMITMENT How much will you invest: people, time and money? PRODUCT What do you sell? What problems are you solving? TARGET AUDIENCES Who matters to you? What do customers want and need? What are the triggers for purchases? CHANNELS Where do you connect, engage with the people who matter? What channels work best? CHANNEL PRIORITIES Rank channels based on goals, budget & people Determine stories to be told now, soon and later. THE MARKET How large is it? What the key growth drivers? Who are your direct, indirect and emerging rivals? UNIQUENESS VALUE PROPOSITIONS How are you unique or different? What’s the value delivered to customers? Why should customers buy from you? WHAT’S YOUR STORY? Who created the company and why? TONE OF VOICE What are your company’s personality and values? How should people feel about your brand? YOUR STORYTELLERS Who will tell your stories: CEO, employees, customers, influencers, media? STORYTELLING CANVAS http://bit.ly/storytellingcanvas
  30. 30. mark@markevans.ca 416-669-7028

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