how to create a marketing strategy

55
STRATEGIC STORYTELLING

Upload: me-consulting

Post on 21-Jan-2018

145 views

Category:

Marketing


0 download

TRANSCRIPT

Page 1: How to Create a Marketing Strategy

STRATEGICSTORYTELLING

Page 2: How to Create a Marketing Strategy
Page 3: How to Create a Marketing Strategy

MESSAGING &BRANDING POSITIONING

STRATEGIC PLANNING

TACTICS

Page 4: How to Create a Marketing Strategy

MESSAGING &BRANDING POSITIONING

STRATEGIC PLANNING

TACTICS

Page 5: How to Create a Marketing Strategy

Goals Channels

TacticsStory

Audience Measurement

What We’re Going to Cover

Page 6: How to Create a Marketing Strategy

WHAT IS AMARKETING STRATEGY?

Page 7: How to Create a Marketing Strategy

A MARKETING STRATEGY IS

NOT…..

Page 8: How to Create a Marketing Strategy

A MARKETING STRATEGY IS NOT…..

Page 9: How to Create a Marketing Strategy

IT’S ROADMAP

Page 10: How to Create a Marketing Strategy

WHY MARKETING?

Page 11: How to Create a Marketing Strategy

Brand awareness

Media coverage

Sales/Leads

Website TrafficDownloads

Page 12: How to Create a Marketing Strategy

Brand awareness

Media coverage

Website TrafficDownloads

What are your

GOALS?

Page 13: How to Create a Marketing Strategy

COMMITMENT

Page 14: How to Create a Marketing Strategy
Page 15: How to Create a Marketing Strategy
Page 16: How to Create a Marketing Strategy

THE

COMPETITION

Page 17: How to Create a Marketing Strategy
Page 18: How to Create a Marketing Strategy

WHAT’S

YOUR STORY?

Page 19: How to Create a Marketing Strategy

word stories

Page 20: How to Create a Marketing Strategy
Page 21: How to Create a Marketing Strategy

Run your

business anywhere.

Page 22: How to Create a Marketing Strategy
Page 23: How to Create a Marketing Strategy

Organize your

favorite things

Page 24: How to Create a Marketing Strategy
Page 25: How to Create a Marketing Strategy

It’s how people meet.

Page 26: How to Create a Marketing Strategy

WHAT’S YOUR

FOUR WORD

STORY?

Page 27: How to Create a Marketing Strategy

VALUE

PROPOSITIONS

Page 28: How to Create a Marketing Strategy
Page 29: How to Create a Marketing Strategy

VALUE PROPOSITIONS

For ____________ (target customer)

Who ______ (statement of the need or opportunity)

our our (product/service name) is ____________ (product category)

that (statement of benefit) ____________ .

Page 30: How to Create a Marketing Strategy

For start-ups and small businesses looking to drive awareness, leads and sales, Mark Evans Consulting accelerates their growth with marketing powered by storytelling.

Page 31: How to Create a Marketing Strategy

For start-ups and small businesses looking to drive more awareness, leads and

sales, ME Consulting accelerates their growth with marketing

powered by storytelling.

GoalsTarget Audiences

BenefitsProduct

Page 32: How to Create a Marketing Strategy

WHO MATTERS

TO YOU?

Page 33: How to Create a Marketing Strategy
Page 34: How to Create a Marketing Strategy

BUYER PERSONASINSIGHT INTO YOUR CUSTOMERS

Page 35: How to Create a Marketing Strategy

WHO’S YOUR

IDEAL CUSTOMER?

Page 36: How to Create a Marketing Strategy

THE BUYER’S

JOURNEY

Page 37: How to Create a Marketing Strategy

THREE STAGES

Awareness Consideration Decision

Page 38: How to Create a Marketing Strategy

THREE STAGES

Awareness Consideration Decision

Page 39: How to Create a Marketing Strategy

THREE STAGES

Awareness Consideration Decision

Page 40: How to Create a Marketing Strategy

Social mediaBlog

VideosInfographics

Website Newsletter

Page 41: How to Create a Marketing Strategy

Social mediaBlog

VideosInfographics

Website Newsletter

White papersSales sheetsCase studies

WebinarsTrials

Page 42: How to Create a Marketing Strategy

Social mediaBlog

VideosInfographics

Website Newsletter

White papersSales sheetsCase studies

WebinarsTrials

TrialsDemosConsultationsProposals Estimates

Page 43: How to Create a Marketing Strategy

“The essence of strategy is choosing what not to do. ” - Michael E. Porter

Page 44: How to Create a Marketing Strategy

1. Direct mail

2. Webinars

3. Infographics

4. Blogs

5. eBooks

6. Social media

7. White papers

8. Case studies

9. Websites

10.Conferences

11.Podcasts

12.Videos

13.Newsletters

14.Media outreach

LIST

Page 45: How to Create a Marketing Strategy

1. Websites

2. Videos

3. Infographics

4. Newsletters

5. Case studies

6. Social media

7. Blogs

8. eBooks

9. Podcasts

10.Media outreach

11.White papers

12.Conferences

13.Webinars

14.Direct mail

RANK

Page 46: How to Create a Marketing Strategy

PRIORITIZE

Page 47: How to Create a Marketing Strategy

Website

Videos

Infographics

Newsletters

NOW

Page 48: How to Create a Marketing Strategy

Case studies

Social media

Blogs

eBooks

Podcasts

White papers

Conferences

Webinars

Direct mail

SOON LATER

Page 49: How to Create a Marketing Strategy

TACTICAL

EXECUTION

Page 50: How to Create a Marketing Strategy
Page 51: How to Create a Marketing Strategy

We are what we

repeatedly do

Page 52: How to Create a Marketing Strategy

MEASUREMENT

Page 53: How to Create a Marketing Strategy
Page 54: How to Create a Marketing Strategy

Carry OnTweakReload

Page 55: How to Create a Marketing Strategy

[email protected]

markevans.ca

416-669-7028