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1. Marketing
STRATEGY
Your Company Name

2. CONTENT
Goals
Setting
Brand
Strategy
Define Target
Audience
Create a Buyer
Persona
Buyers
Journey
Marketing Channels
& Strategic Approach
Budgeting
2

3. Goals Setting
Specific Measurable Achievable Realistic Time-Bound
Describe the goal in
detail
Explain how you will
measure the results of
your work
Validate the goal by
deciding if it is
achievable
Validate the goal by
deciding if it is realistic
Add a series of
deadlines and due
dates for achieving the
goal
Goal #1
Grow digital presence
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Goal #2
Add text here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Goal #3
Add text here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
SMART
3

4. B
R
A
N
D
S
T
R
A
E
G
Y
Your underlying mission; why your company exists in
the first place
A statement about how you want to be perceived; how
you want people to feel, think & talk about you
The unique value you’re offering; what makes you
different; your ‘secret sauce’
One sentence that sums up your brand’s promise
High level tone for your brand’s messaging
Attributes that reflect your belief system and brand
personality – this is important as it informs the
impression you want people to have about you
What you would say to someone who asks: “So what do
you do and why should I care?”
Brief statements that encapsulate your brand story &
value proposition
A summary of proof points that support your position
Company Purpose/Mission
Brand Position Statement
Unique Value Proposition
Audience Promise
Messaging Tone
Brand Attributes
Elevator Pitch
Tagline(s)
Why you can believe our Claims
4

5. Define Target Audience
Geographic Demographic Psychographic Behavioural
Region Text here Age Text here Lifestyle Text here
Brand
Loyalty
Text here
Country Text here Gender Text here Personality Text here
Benefits
Sought
Text here
Population Text here Nationality Text here Values Text here User Status Text here
Climate Text here Ethnicity Text here Interest Text here
Usage
Rates
Text here
Occupation Text here Occasion Text here
Income Text here
Readiness
to buy
Text here
Family Size Text here
Segmentation is done on the
basis of the mentioned
parameters, you can fill in the
details as per the requirements
5

6. Create a Buyer Persona
Name : Your Text Here
Description: Your Text
Here
Demographics
Job Title :
Industry:
Education:
Location:
Gender:
Age:
Income:
Family:
Decision Maker?:
Mindset
What are the Customer Goals?
• Your Text Here
What are the Customer’s problems & pains?
• Your Text Here
What type of solutions does he/she expect?
• Your Text Here
Why wouldn’t this customer use your service?
• Your Text Here
Before & After
What does the customer have right now?
• Your Text Here
What is the customer feeling?
• Your Text Here
What is the customer’s average day like?
• Your Text Here
What is the customer’s status?
• Your Text Here
Before After
Text Here Text Here
Text Here Text Here
Text Here Text Here
Text Here Text Here
Language
What words, phrases, cliches, slang, or patterns of language
does the customer use?
• Your Text Here
• Your Text Here
Customer Journey
Describe the customer’s
status in this phase
Describe the customer’s
status in this phase
Describe the customer’s
status in this phase
Awareness Consideration Decision
6

7. Buyers Journey
Buyer Stage User Behaviour Research & Info Needs Marketing
They have a problem & looking
for ways to solve it
Need to learn about potential
solutions & whether they could
meet needs
› Blog posts
› Newsletter
› Video
› Infographic
› eBook
› Advertising
Potential options have been
identified; need to explore each
product or solution
Focused on understanding how
different products work & the
benefits
› Case studies
› Demo video
› Sales sheets
› Free trial
› Webinars
› Gated content
› Pricing
The list has been narrowed
down, need to evaluate &
shortlist best options
Completed research; now
looking to make
recommendations & a final
decision
› Product demos
› Estimate or Proposal
› Consultation
› Analyst reports
› Vendor comparisons
› FAQ
› References
Customers who love your
product & happy to spread the
word
Need easy ways to share
content & their experiences
with others
› Social media
› Case studies
› Newsletters
› Blog posts
Decision
Interest
Awareness
Advocacy
7

8. Marketing Channels and Strategic Approach
Channel Volume Cost/user Time to implement Mktg Effort Prod Effort
Viral/Referral
Depends on CTA; size of
accessible social networks/ #users
Low/zero
Low for FB social networks; med/hi
for normal sites
Low Low/Med
Email
Depends on CTA, size of your
house lists, email signups
Low/zero Low Low/Med Low/Med (Med – create templates)
Blogs/Bloggers
Depends on # blogs in your
segment, competitive scenario
Low/zero
Low (if just you blogging); med (if
you’re setting up big CMS/
evangelizing to other bloggers)
Low/Med Low/Zero (Med=CMS, prof design)
SEO Depends on your keywords Low/zero
Medium (depends on your search
geeks)
Low/Zero Med/Hi
SEM Depends on your keywords Depends
Low/Med (depends on your
marketing)
Low/Med Low/Med (Landing pages = mid)
Contest
Small unless big prize $ (don’t
keep it under $5k)
Low/zero
Low/Med (depends on contest,
site, campaign)
Med Low/Zero (Med=prof contest site)
Widget
Depends on CTA; size of
accessible sites, level of adoption
+ bloggers
Low/zero Low/Med Med Med/Hi (depends on complexity)
Domains
Depends on keywords, domain
costs
Depends Low Low Low (redirects/ co-brand?)
PR
Depends on your business &
audience & news
Med/Hi
Medium (develop story, build
contacts)
Med Low/Zero
8

9. Budgeting
Do you need to spend more
than usual this year? (yes/no)
Add your company
specific text here
What do you need to spend
to compete?
Add your company
specific text here
How much are industry
competitors spending?
Add your company
specific text here
What is your total yearly
revenue?
Add your company
specific text here
What percentage of revenue
would you be allocating to
marketing?
Add your company
specific text here
9

10. Marketing Strategy Icons Slide
10

11. Additional
Slides
x
11

12. Our Mission
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audience's attention.
Mission
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audience's attention.
Vision
12

13. O
U
R
T
E
A
M
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audience's attention.
Designation
Name Here
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audience's attention.
Designation
Name Here
13

14. About
Us
Values Client
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audience's attention.
Creative
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audience's attention.
Target Audience
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14

15. O
U
R
G
O
A
L
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Goal 1
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Goal 3
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Goal 2
15

16. Blub or Idea
IDEA
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Text Here
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17. Sticky Notes
Text Here
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17

18. Thank
You
Address
# street number, city, state
Contact Number
0123456789
Email Address
emailaddress123@gmail.com
18