Recipe 5 - Know Your Marketing Strategy

Marketing strategy is not just for established companies or companies that are trying to scale their growth; it is vital for Start-Ups to allocate resources in a way that gets the greatest return on investment (ROI). Market strategy is a roadmap that helps define company goals and objectives, along with a plan to achieve them, and helps ensure everyone in your organization is working towards the same targets.

The nature of profitable, successful business is to grow. All company stakeholders have the expectation your company will grow. To help them see how that will happen, it’s important to put together a growth plan that centers around your marketing infrastructure, strategy, and action plan. 

In Recipe 5, you will develop core elements of your marketing strategy, including everything from how to build brand identity, identify your value proposition, define your messaging, how to measure your success and more. Downloadable assets include:

• Recipe: Positioning and Message Framework, to define your Unique Selling Proposition (USP) and Unique Value Proposition (UVP), develop your tagline, work through the positioning process, create a marketing messages framework, and summarize your positioning and go-to-market (GTM) messaging.

• Recipe: Brand Style Guide, to know your brand archetype, define your visual language (color palette, logo, imagery, graphics, typography), narrative style (tone and voice, editorial guide, grammar, mechanics, styling tips), and develop your brand style guide.

• Recipe: Marketing Tactics, to select initial primary and secondary marketing tactics, understand best practices, set a timeline to test, vet, and adjust tactics, and deep-dive into selected tactics to explore demand and lead gen, campaign management, social media selling, thought leadership, intangible benefits, copywriting, storytelling, video marketing, and category carving.

• Recipe: Marketing Processes, to define your marketing steps that align with your Start-Up and industry practices, map your marketing assets with your customer journey(s), and define your lead scoring model for marketing automation.

• Recipe: Marketing Resources, to help determine the pros and cons of marketing in-house, via agency or a combination, define your in-house team and organizational structure, and develop a budget and allocate spending.

• Recipe: Marketing Metrics, to select your key performance indicators (KPIs) and metrics for success and position them in an at-a-glance matrix.

• Template: Positioning and Message Framework, to document and present your Unique Selling Proposition (USP) and Unique Value Proposition (UVP), tagline, positioning process, marketing messages framework, marketplace positioning strategy, and go-to-market (GTM) messaging.

• Template: Marketing Strategy One-Pager, for at-a-glance reference on your go-to-market (GTM) strategy.

• Template: Brand Style Guide, to summarize and present your brand archetype, visual language (color palette, logo, imagery, graphics, typography), narrative style (tone and voice, editorial guide, grammar, mechanics, styling tips), and brand style guidelines.

• Template: Marketing Tactics, to work through your campaign checklist, document your planned marketing tactics throughout all stages of the customer buying journey(s), thought leadership strategy, copywriting sequences, keywords selection, 7-step marketing message, personal storywriting, video market strategy, and unique category definition.

• Template: Marketing Processes, to document your cross-functional marketing processes, content marketing eXperience, CRM processes, and marketing automation/lead scoring system.

• Template: Marketing Resources, to determine your marketing jobs-to-be-done, document your marketing implementation strategy, in-house marketing resources, team development plan and structure, and marketing budget.

• Template: Marketing Metrics, a five-tab 150-point spreadsheet to tabulate the projections for marketing key performance indicators (KPIs) and success metrics.

• Template: Marketing Resources, a spreadsheet to calculate marketing expense projection totals over four quarters.

Note: as a subscriber, you will be able to access refinements as well as additional Recipes and Templates as they become available in the future.

This Recipe is part of the SavvyX program bundle: Subscribe or purchase here