Creation of a Marketing Strategy in 2020

2 min read

by John Peterson

Are you thinking about creating a brand new marketing strategy this year? If the answer is yes, you’re at the right place as we are about to show you how to craft a marketing plan in a few basic steps.

But before we do that, let us remind you of the importance of marketing in 2020. According to the report, almost 80% of Internet users conduct product research online. This is the main reason why 90% of both B2C and B2B companies use content marketing to reach customers.

These and many other studies prove pretty much the same thing and that is the sheer power of modern marketing. If you are interested in utilising marketing for business promotion, here are seven ways to do it successfully.

Think about the Current State of Your Business

The first thing you need to do here is to think about the current situation and figure out how your business is doing. Are you representing a newly-found startup or a well-known company in need of rebranding?

How you answer the question will show you which way to go marketing-wise. This is particularly important in the coronavirus era since many firms are moving to online activities and trying to run their operations remotely.

Create a Buyer Persona

Who is your average customer? Is it a high school kid or a middle-aged lady? It is a fundamental question because your messages and copywriting style depend on your clients’ interests.

Jake Gardner, a marketer at the custom essay writing service, claims that every marketing team must create a buyer persona:

“You should figure out every trait relevant to the average consumer. That includes features such as personal interests, shopping habits, age, gender, hobbies, locations, and so on.”

Determine Your Marketing Objectives

What is the purpose of your marketing strategy? Most companies are trying to fulfil several goals at once, including the following objectives:

• Raise brand awareness

• Promote products or services

• Nurture leads

• Grow the customer base

• Build customer loyalty

No matter what you aim for, the idea is to set your goals accurately and precisely. This usually means adopting SMART objectives:

• Specific enough not to lose your focus

• Measurable enough that you can quantify results

• Attainable and realistic, so you can really achieve them

• Relevant to your business

• Time-bound in a way that should guarantee results in a relatively short period

Use the Most Efficient Communication Channels

The marketing landscape is packed with hundreds of communication channels, so it would be foolish to try and use all of them. The best marketers tend to narrow their focus and communicate through platforms that can really reach their target audiences.

The whole point is to identify communication platforms that your customers are already familiar with.

For instance, Instagram is probably the most convenient tool for B2C firms selling physical products, while LinkedIn is more convenient for B2B companies targeting serious decision-makers. On the other side, you should not neglect on-site marketing campaigns if you are running brick and mortar stores.

The bottom line is that you don’t want to put all eggs in one basket, but you should try to limit your efforts to three to five communication platforms only.

Set the Budget

Marketing is not cheap. A lot of businesses believe otherwise because there are so many free marketing tools and platforms, but they are making a big mistake.

It takes money to decorate your store, advertise, run social media campaigns, use advanced automation tools, and organise contests.

If you want to outperform competitors, you better prepare well in advance and leave a substantial amount of the budget for marketing activities – it will give you additional exposure and help you impress the audience.

Invest in SEO

Do you know that 51% of smartphone users have discovered a new company or product when conducting a search online? Even if you are running a brick and mortar store, you cannot afford to neglect search engine optimisation (SEO) because it grants you online discoverability. 

SEO is the practice of optimising website content in a way that makes your content stand out on the Internet. It takes a lot of work, but the results are impressive and long-term. The SEO topic is huge, so here are only a handful of essentials:

• Use keywords to optimise posts

• Improve website performance by making it fast and easy to navigate

• Divide texts into smaller paragraphs with multiple headings

Track Marketing Goals

The last tip is to keep an eye on your marketing strategy and track marketing objectives.

Continuous monitoring will help you to understand the target audience, improve underperforming features, and figure out what works best for your customer base.

The Bottom Line

Many details separate top-level companies and their followers, but marketing is definitely one of the most critical brand differentiators in 2020.

Using the seven steps we described above, you can craft a superior marketing plan and boost brand visibility quickly.

Are you going to take advantage of it?

About author

John Peterson is a blogger and digital marketer at the best UK essay writing service. He is an expert in social media, online advertising, and email marketing campaigns. Apart from that, John is the father of two lovely toddlers and a dedicated long-distance runner.