This 23 step guide outlines critical considerations for marketing success and business growth. Step 1 involves conducting a strategic review including a SWOT analysis to determine growth targets and market niches. Step 2 is defining your value proposition and customer lifecycle. Step 3 is market segmentation to understand customer behaviors and priorities. The remaining steps cover distribution, targeting, sales conversion, content marketing, lead generation, product development, optimizing your website and SEO, research, online lead generation, advertising targeting, events, differentiation, media relations, innovation, video use, design, public speaking, referrals, and marketing materials. The overall document provides a comprehensive framework for developing an effective marketing strategy and plan.

1. TM
www.MarketingSlide.com
23 Steps to Marketing
Success & Business
Growth
All the critical considerations…

2. 1
Strategic
review
What's your
growth target?
What market or
niches are you
targeting? What is
your route to get
there? Analyse
where you are,
use a SWOT
analysis.
Proposition
What is your
proposition? What
is your hook
during the
customer
lifecycle? What is
your business
case?
Segmentation
Who are your
customers?
Which market is
being segmented?
What does your
market and
decision makers
map look like?
What are their key
purchase
behaviours. How
will you prioritise?
Distribution
How will you
create new and
innovative routes
to new customers.
Targeting
How big is your
customer
universe? How is
it structured? Who
are the right
customers to be
targeting and
why?
Sales
conversion
What are your
critical conversion
metrics and
activity numbers.
How will you
relate, discover
needs and offer
solutions?
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23 steps to marketing success and business growth: Steps 1:6
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3. 7
Content
marketing
How will you
develop a rich
content mix to
attract prospects
and keep customers
engaged.
Lead
generation
What are your top
10 lead generation
activities for your
business and how
will you manage the
conversion
process?
Product
development
What are the
strengths,
weaknesses,
opportunities and
threats of your
existing products.
Then iterate, with
goal formulation,
then focus.
Online: your
web site
Review your site in
steps to you make
sure you are
optimised to deliver
your click through
objectives i.e. Lead
generation,
knowledge and
professionalism
during the buying
cycle.
Online
SEO
Being found in
Google is clearly
critical for incoming
business.
Understand different
ways you can be
found. Start with
high quality content
and ensure you
create links from
other sites into your
own.
Research
Create simple
studies to improve
your product,
service quality,
gaining insight for
product service
changes. Use
surveys as a
marketing tool.
Consider using a
Net Promoter
Score.
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23 steps to marketing success and business growth: Steps 7:12

4. 13
Online :
leads
Are you using all
of the following:
Pay per click,
SEO, newsletter
sending, Linkedin,
Facebook or
Twitter?
Advertising
targeting
Carry out a media
targets review,
optimised for best
cost and
exposure.
Events
How will you
create an event
that accelerates
lead generation?
Differentiation
Develop a
difference for your
product or service
that keeps
customers coming
back for more.
Media
relations
How will you
create press
articles,
understand what
journalists are
looking for and
drive leads with
free publicity.
Innovation
Gain customer
insight with
innovation
sessions, this will
create many ideas
for changes.
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23 steps to marketing success and business growth: Steps 13:19
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5. 19
Video use
Video use is
exploding, how
are you using this
medium to create
business.
Design
Design creates
uniqueness,
professionalism.
How are you
using it?
Speaking
Develop speaking
opportunities for
any product or
service. Talk to a
captive audience.
Learn the critical
aspects of public
speaking.
Referrals
Do the very best
for your existing
customers and
you will create
natural referrals.
Materials
What materials
will make a
difference:
business cards,
brochures, white
papers, posters
and more. Create
the critical hook in
every item to
move prospects to
the next stage in
the buying cycle.
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23 steps to marketing success and business growth: Steps 20:23
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