In English class, you were taught to answer the who, what, when, where, why, and how when writing an essay. This simple tip works well for developing a marketing strategy too! If you’ve been feeling stressed about your current marketing strategy or lost on where to begin to create one, then this article on how to simplify your marketing strategy is for you. In a word document or on a sheet of paper, record the who, what, when, where, how, and why of your marketing.
Who – Describe your target audience under the “who” section of your marketing plan. Include their demographics and psychographics. Use our eBook, “How to Create Buyer Personas for Your Business” if you need help getting started. Outline what their pain points are, what motivates them, and what their needs are. Don’t rely on your memory to store this information. Write it down in your marketing plan, so that you can easily refer to it when you need to. It will help keep your marketing focused, rather than unknowingly traveling down a different path.
Why – You probably thought “what” should be filled out next, but always define your “why” before the “what” when writing a marketing plan. You need to know your why and who before the what because the what is shaped by the why and who. If you don’t understand why you’re marketing, then how will you know what to do? Answering the why gives you greater clarity and focus and will help you achieve meaningful marketing goals for your business. You should write your business objectives and why you are marketing under the “why” section of your marketing plan.
What – Now you’re ready to outline what you will do to accomplish your marketing goals. This will be the meatiest section of your marketing strategy because there are many types of marketing, such as social media marketing, email marketing, PPC marketing, content marketing, and video marketing. You must choose which types of marketing are most important for your business that you can implement right away.
Where – After you’ve narrowed down the types of marketing you’ll use, figure out where it will take place. Which specific platforms will you use? To make this decision, look at where your target audience hangs out. If your target audience prefers Instagram over Facebook, then your social media marketing should take place on Instagram.
When – Create a marketing schedule to stay on track toward achieving your goals and maintain consistency. Determine when you will make a particular post or launch a campaign. Don’t be overambitious when you’re creating your marketing schedule. If the work is too much to handle, your strategy will crash and burn with you. Consistency is more important than volume.
How – For the “how” of your marketing strategy, establish how you will measure the success of your plan. Will you check Twitter Analytics or use another analytics tool to monitor your Twitter stats? Which KPIs (key performance indicators) are most important for your business for each form of marketing? And how will you measure success based on those factors?
People have a tendency to make things more complicated than need be. You can simplify your marketing strategy by outlining the who, why, what, where, when, and how. This gives you the essential information for implementing an effective, focused marketing strategy.
Contact us if you would like to discuss your marketing strategy.