This is a Marketing Strategy Starter Template. This is not to be confused with a Marketing Campaign Strategy that uses SMART and LEAN to guide the objectives and goals.

1. MARKETING STRATEGY OUTLINE
Victoria Bialkowski
5.18.18

2. MARKET ANALYSIS
• Market Demographics
• Market Needs
• Market Trends
• Market Growth
• Competition

3. SWOT ANALYSIS
• Strengths
• Weaknesses
• Opportunities
• Threats

4. SEGMENTATION
• Micro-segmentation
• Macro-segmentation
• Fringe segments
• Build personas – age, gender, salary, location, education, family, goals,
challenges, values, fears, online behavior

5. MARKETING STRATEGY
• Marketing Objectives
• Financial Objectives
• Target Markets
• Positioning
• Strategies
• Marketing Mix
• Marketing Research

6. MARKETING BUDGET
• Break-even Analysis
• Sales forecast
• Expense Forecast
• Expense Budget
• Aggressive expansion 12%-15% of reliable revenue - historical data,
needed to determine

7. IMPLEMENTATION: CONTENT
• Ideation – gather ideas, prioritize, search analysis, outline
• Creation – drafts, design elements, edits, final review
• Publication – stage content, QA content, publish
• Distribution – notify team, assign distribution to channel owners, monitor
and refine
• Project Management System, Asset Management System, Yoast

8. IMPLEMENTATION: SOCIAL MEDIA
• Social Channels
• Publishing Calendar
• Visual assets, copy and links
Facebook, Linkedin, Twitter, etc..
Calendar, Hootesuite

9. IMPLEMENTATION: SEO
• Analytics
• Maintenance
• Tests
• Opportunities
• Technical Audits
• Algorithm changes
• Trends
• Moz, Google Analytics

10. IMPLEMENTATION:
CREATIVE CAMPAIGNS
Paid Ads
• Ideation
• Outline
• Production
• Edit, QA, Final Approval
• Scheduling
• Reporting
• Analytics and Maintenance
•
Bing, Google, Youtube, Display, Radio, etc...

11. IMPLEMENTATION:
CUSTOMER RETENTION
• Prospect
• Outreach send
• Follow-up send
• Second follow-up send
• No response
• Response – no link
• Link conversion
• Further Action
CRM

12. KPI
 Sales growth
 Leads
 Lifetime value of Customer
 Cost of Customer Acquisition
 Website Traffic
 MQL
 MQL to SQL ratio
 Social Media Reach and Engagement
 Email marketing Performance
 Landing Page Conversions
Spreadsheets, Pivot Tables