Of course, promotion should start with a marketing strategy. However, few people understand what to do at this stage. As a result, many rush into ad setup. They do it without learning the basic 4P. Therefore, we provide a starter data set. Then it is used across all your customer communication channels.
Marketing strategy TA
First, start with who you work for. Do not start with advertising. This is the first of the 4P (people). Next, clearly define the target audience. Then do segmentation. After that, describe customer portraits by:
- interests and hobbies
- values and beliefs
- gadgets they use (versions, browsers)
- lifestyle
Also include the usual standard. Do it in the context of sales. Use GA4 data:
- age
- gender
- location
In addition, note where they spend time online. Also note what software and services they use. Consider where they are physically located. Then note which places they visit. Finally, note what media they consume. This information is what your SMM needs for targeted ads.
Next — the most important:
- pains
- expectations
- stop factors (what stops from buying)
This is what content makers and copywriters work with. They show how your product/service covers needs. They also remove the audience’s pain. Additionally, we choose communication channels. This helps you reach them. Otherwise, ads often “shoot into the void”. Then marketing strategies miss the target audience queries.
Market and product analysis
The second block of the marketing strategy is market and product analysis. Product is the second basic 4P. Here the task is to understand demand. For example, find seasonality (category AZ). Also track trends that are growing. At the same time, note where the market is sagging. As a result, you can adjust campaigns during downturns. This helps you avoid draining the budget “into the minus”. Also find products (AX) that lead sales. If you set priorities correctly, you can get quick income from them.
For this, ABC/XYZ analyses work well. Such analysis separates main turnover products. It also shows products that sell unevenly or randomly. As a result, you will see what to promote first. You will also see what you earn the most on. In addition, you will have a list of products to remove.
The promotion strategy is built on ABC/XYZ analysis. Therefore, we recommend focusing on products that bring 80% of income. Then run further activities with them. Also free up money from CZ goods/services. To do that, remove them or move them “to order”.
Competitor analysis in marketing strategy
The third step is competitor analysis. This is the fastest way to understand what works in your niche. You use competitors as an example. However, do not just view their ads. Instead, collect a systematic picture:
- which social networks and traffic sources they use
- where exactly the sale begins
- what their landing pages look like
If this is e-commerce, be sure to evaluate:
- product cards
- cart
- promo bundles
- prices for key AX products
- payment options
- delivery
- exchange and return
Next, take best practices in design and tooling. Then adapt them for your business. After that, do a SWOT analysis. It shows risks and market development directions. Then, based on these data, form a USP. A USP is a unique selling proposition. It is not pretty in words. However, it really distinguishes you from competitors.
Customer journey
A marketing plan cannot be without CJM (customer journey). When you have analytics on People and Product, build the customer journey. People includes TA and competitors. Product includes key products and their value/cost. This map shows the path to repeat purchase. It starts from the first contact with your brand. They start with segmentation of “warmth” by stages:
- first — awareness
- second — consideration
- third — purchase
- then — usage experience
- and at the end — loyalty and advocacy
Different messages are needed for each stage. This is because pains change by stage. For example, awareness differs from decision-making. In CJM they describe touchpoints with the brand. These are channels. They also describe communication scenarios. Then they add barriers and triggers that lead to purchase. This is where marketing becomes manageable. You do not just post and run ads. Instead, you build a system. It moves the customer forward and increases conversion at each stage.
Finally, record touchpoints at each stage. This shows where your budget is focused. It also shows which channels to use. Here you will see how to deliver promotion via PPC (another 4P).
