Structured Marketing Strategy

1. 1
M U L T I P L E X A T L A N T A
T
5STEP
STRUCTURED
PROCESS A MOREF
MARKETING STRATEGY

2. 3
TABLE O CONTENTS
Introduction
Marketing Wheel
1. Situational Analysis
2. Objectives
3. Strategy
4. Tactics + Action
5. Control
Summary

3. 1
We get it. Running a team or your own business
is stressful, especially without the right tools.
We’ve heard it from clients for years. The one thing that gives them
peace of mind is knowing there is a plan in place – a structure, a
process – to keep everything moving in the background. We’ve
adopted our own plan: the Marketing Wheel. It breaks out the
process of creating a marketing plan into these five steps:
N 01 S ITUATION AL AN ALYS IS
N 02 OBJ ECTIVES
N 03 STRATEGY
N 04 TACTICS + ACTION
N 05 CON TROL
INTRODUCTION
Here’s t breakdown

4. 2
Brand&
MessageAudit
CurrentPerformance
Customer
Insight
Review
C
urrent
A
udience
Marketplace
Understanding
Competitive Audit
Define Marketing
Goals
Align MGs withBusiness Goals
Set SMART
Objectives
Select KPIs
Persona
D
evelopm
ent
Empathy
Mapping
Segmentation
andTargeting
Positioningand
MarketingMix
EngagementStrategy
Content
Strategy
Content/M
essage
D
evelopm
ent
Define
&
Develop
Assets/Creative
Channel
Setup
Reporting
Setup
Editorial
Calendar
ResourceAllocation
Process:
Regular Reviews
Tools:
R
eporting
Qualitative/
QuantitativeData
Prioritize
Actions
SITUATIONAL ANALYSIS
WHERE ARE WE NOW?
OBJECTIVES
WHEREDOWEWANTTO
BE?
STRATEGY
H
O
W
DO
W
EGETTHERE?
TA
C
TICS
&
ACTION
W
H
AT
DO
W
E
NEEDTOGETTHERE?
CO
N
T
R
O
L
HO
W
W
I
LL
W
E
M
O
NITOR THE PERFORMANCE?
1
2
3
5
4
T
MARKETING WHEEL

5. 3
This is where the marketing cycle begins. You must define your
opportunities before you can create strategies to take advantage of
them; otherwise, you might as well be trying to catch rainbows with a
butterfly net. This section is broken out into six sub actions:
80%
use LinkedIn as their primary social platform
then Twitterfollowed by Facebook
where are
we now?
N 01
SITUATIONAL ANALYSIS
P
R O F E S S I O N A L S
O F
M A R K E T I N G
N 01.1 N 01.2 N 01.3 N 01.4 N 01.5 N 01.6
Brand and
Message Audit
Current
Performance
Customer
Insight
Review
Current
Audience
Marketplace
Understanding
[Blog]
Competitive Audit
HERE’S THE
DRILL!

6. 4
Once you’ve defined your problem and have done some initial
research and benchmarking, it’s time to review your goals. These
insights as well as other information will insure you can actually
measure the success of your campaign.
Goals are super important! We’ve seen too many clients struggle
with this part of the process. Either they set completely unrealistic
goals (which is usually the case), or they don’t have the right
technologies in place to accurately measure them (which is
where we can help). Here are the things you can do when setting
marketing goals and objectives:
where do
we want
to be?
N 02.1 N 02.2 N 02.3 N 02.4
[Blog] Define
Marketing Goals
Align Marketing
Goals with
Business Goals
TOP PRIORITIES F MARKETERS
These priorities will never be achieved without
solid goals in place, which is the main point of this section.
CONVERTING CONTRACTS/
LEADS TO CUSTOMERS
GROWING TRAFFIC
TO WEBSITE
INCREASING REVENUE
DERIVED FROM EXISTING
CUSTOMERS
PROVING THE
ROI OF OUR
MARKETING ACTIVITIES
SALES
ENABLEMENT
REDUCING THE COST
OF CONTACTS/LEADS/
CUSTOMER ACQUISITION
Set Smart
Objectives
[Blog] Select
Key Performance
Indicators (KPIs)
70%
55%
45%
39%
29%
24%
N 02
OBJECTIVES
LET’S
NAIL THIS!

7. 5
Now that your initial research is done and goals are set, it’s time for
the most important part (in our opinion): creating a strategy. You
need to set up how you’re going to take all of this information and
deliver it to the customer. The strategy should lay out the plan for
how you’re going to execute everything you’ve learned in the first
two phases. These are the steps you’ll take when building out your
marketing strategy:
how do we
get there?
N 03.1 N 03.2 N 03.3 N 03.4 N 03.5 N 03.6
Segmentation
and Targeting
Positioning and
Marketing Mix
Engagement
Strategy
[Blog] Persona
Development
[Blog] Empathy
Mapping
[Blog]
Content Strategy
TOP CHALLENGES F MARKETERS
Metrics-driven challenges (amount of traffic and leads generated and
proving ROI) are the big challenges facing marketers. A comprehensive
strategy will help you understand what you need to do to conquer them.
GENERATING TRAFFIC
AND LEADS
PROVING THE ROI OF OUR
MARKETING ACTIVITIES
SECURING ENOUGH
BUDGET
IDENTIFYING THE RIGHT
TECHNOLOGIES
MANAGING OUR WEBSITE TARGETING CONTENT
FOR AN INTERNATIONAL
AUDIENCE
63%
40%
28%
26% 26%
21%
IT’S STRATEGY TIME.
GO NUTS!
N 03
STRATEGY

8. 6
Let’s get ready to produce something awesome! This is the part
that usually gets the emotions going. The visuals that makes us
say, “Man, I need some of that!” or the stuff that just makes us cry
a little. The point is to execute the strategy in a way that makes
people want to engage with what you’ve created. Don’t screw this
up! Each phase is dependent on the previous phase. If you botch
the execution phase, the strategy phase will probably get a little
angry at you. Here’s what you’re going to do:
what do we
need to get
there?
N 04.1 N 04.2 N 04.3 N 04.4 N 04.5 N 04.6
Content/Message
Development
[Blog] Define
and Develop
Creative Assets
Channel Setup Reporting Setup Editorial Calendar Resource
Allocation
N 01 G ROWIN G S EO/ORGAN IC
N 02 BLOG CON TEN T CREATION
N 03 CON TEN T DISTRIBUTION
N 04 MARKETIN G AUTOMATION
Inbound priorities f marketers
N 04
TACTICS A ACTION THIS PART UP
DON’T SCREW
These priorities are the foundation for creating a well-oiled content marketing machine.

9. 7
N 04
[BLOG] DIG ITAL CAM PAIG N AN ALYS IS:
THE GOOD, THE BAD, AND THE UGLY
Now that your plan has been created and implemented, it’s
time to review everything and see what your qualitative
and quantitative data is telling you. Chances are you’ll find
some trouble areas somewhere along the line, especially if
this is your first marketing plan. Meet as a team often, but not so
often that your meetings become “just another meeting.” You know,
the kind where everyone’s just looking at their phones, including the
person running the meeting. During this final phase we will:
how will we
monitor the
performance?
N 05.1 N 05.2 N 05.3 N 05.4
Set Regular
Reviews
Report [Blog] Dig into
Qualitative and
Quantitative Data
Prioritize Actions
BONUS BLOG!
B
R
A N D S T R A T E G I
S
T
T H O U G H T S O F
A
N 05
CONTROL
HOW ARE YOU
MEASURING UP?

10. 8
SUMMARY
ABOUT MULTIPLE ATLANTA
We bring extensive experience, structure, and a proven process to help our clients clarify their
message, develop their brand, and drive quality traffic through inbound marketing strategies.
Multiple Inc. is team of strategists, designers, researchers, brand consultants, marketers, content
creators, web developers, video producers, and certified Hubspot partners focused on helping
clients innovate, differentiate, and communicate.
MULTIPLEINC.COM / 678.691.2705
For more helpful insights on brand and digital strategy, visit
THOUGHTSOFABRANDSTRATEGIST.COM, a project of Multiple Atlanta.
Once you have finished the review process, you can use the
information gathered to feed into the next opportunity, continually
improving your marketing cycle to grow your customer base and
your profits.
Take our FREE online survey
and find out. This is one of
the steps in determining your
Situational Analysis (No. 1).
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you spot the weak and strong
points in your marketing efforts.
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