Post by lizaseo11 on Nov 9, 2024 2:18:35 GMT -5
Unfortunately, in the post-Soviet space, the development of a marketing strategy is not taken seriously. Often, neither business owners nor marketers understand why it is necessary.
Basically, modern marketing looks like this:
They make a website as they personally see it, based on their feelings, or they mindlessly copy from competitors.
They are trying to drive traffic and convert it into sales.
In this case, the lion's share of marketing comes down to:
Increasing the efficiency of individual traffic sources: contextual and targeted advertising, SEO, Email, etc.
Improving website conversion and providing traffic and sales reports from analytics.
Only this approach helps agencies earn money, not clients, in the long term.
Common Mistakes When Trying to Develop a Strategy
1. Strategies without implementation in the consulting format. You order a strategy from a market leader, but it turns out to be prohibitively expensive. You shopify website design decide to turn to less expensive contractors. Everything would be fine, but such contractors will lack the competence, and they will implement someone else's strategy to the best of their knowledge and skills. Naturally, such contractors, even seeing the strategy in front of them, will not be able to read the thoughts of its authors and implement it at the same level. What will this lead to? The answer is obvious.
2. Lack of preparation . It is impossible to build a solid house without a solid foundation. Just as it is impossible to create a strategy without multiple audits, audience and market research, product and sales, competitors and, of course, establishing internal business processes in the company.
3. Strategy = media plan. When you are offered a supposed strategy, make sure it is not a banal media plan, with a budget calculation for clicks and hypothetical conversions on the site. Keep in mind that a media plan is just a part of the strategy that is responsible for the indicators of paid traffic sources. And a strategy is a plan for half a year and years.
4. Imagery creativity instead of strategy. This “approach” of agencies is based on the client’s emotions and therefore often works. Only apart from a beautiful design, banners and how it will all be conveyed to the audience, there is nothing behind it. Specifics are completely absent.
5. Instant sales growth in the first month . The goal of such offers is to make sales quickly, at any cost, using paid traffic sources. Is it possible to achieve an increase in requests to the company using this method? - Yes. But in the long term, to increase profits, convey the value of the product and the professional image of the company to the end consumer - No ... Why? - Yes, because initial sales are an insignificant part of the customer's path of interaction with your company. This alleged strategy will not allow you to track any bottlenecks in the customer path or feedback. Therefore, this path has no prospects. By the way, if you want to understand in detail how to build a user path or customer journey map , we recommend that you read our article.
6. Goals pulled out of thin air , based on a wish list that is not supported by anything. We need 100,500 sales. How can you set goals without understanding at least: average check, LTV, transaction duration, additional sales, competitor analysis and current internet activity indicators? Although what am I talking about. Most don't even have CRM, CallTracking, they don't even have banal analytics, if they have it, it's not configured.
7. SuperMan is a loner. It is impossible for one person to build a full-fledged strategy, because one person is physically unable to simultaneously understand all the marketing tools, website design, web analytics and automation. Therefore, if you entrust the strategy to one person, then the result will be a strategy that works well only in the segment that the specialist understands.
8. Oops... Forgot... The strategy does not take into account: CRM and telephony in conjunction with the sales department. When these points are not taken into account, there is no understanding of full reporting and the effectiveness of Internet marketing as a whole.
9. Lack of a detailed implementation plan. The output does not contain a document with a clear plan for the consistent implementation of the strategy, namely:
It is not clear which tools to use, in what order, and how exactly.
It is not clear how the instruments will be interconnected.
Lack of budget planning.
It is impossible to understand growth trends and milestones during strategy implementation.
If you want to understand how to create a systematic, industry-standard email marketing strategy, enjoy reading the following article.
Basically, modern marketing looks like this:
They make a website as they personally see it, based on their feelings, or they mindlessly copy from competitors.
They are trying to drive traffic and convert it into sales.
In this case, the lion's share of marketing comes down to:
Increasing the efficiency of individual traffic sources: contextual and targeted advertising, SEO, Email, etc.
Improving website conversion and providing traffic and sales reports from analytics.
Only this approach helps agencies earn money, not clients, in the long term.
Common Mistakes When Trying to Develop a Strategy
1. Strategies without implementation in the consulting format. You order a strategy from a market leader, but it turns out to be prohibitively expensive. You shopify website design decide to turn to less expensive contractors. Everything would be fine, but such contractors will lack the competence, and they will implement someone else's strategy to the best of their knowledge and skills. Naturally, such contractors, even seeing the strategy in front of them, will not be able to read the thoughts of its authors and implement it at the same level. What will this lead to? The answer is obvious.
2. Lack of preparation . It is impossible to build a solid house without a solid foundation. Just as it is impossible to create a strategy without multiple audits, audience and market research, product and sales, competitors and, of course, establishing internal business processes in the company.
3. Strategy = media plan. When you are offered a supposed strategy, make sure it is not a banal media plan, with a budget calculation for clicks and hypothetical conversions on the site. Keep in mind that a media plan is just a part of the strategy that is responsible for the indicators of paid traffic sources. And a strategy is a plan for half a year and years.
4. Imagery creativity instead of strategy. This “approach” of agencies is based on the client’s emotions and therefore often works. Only apart from a beautiful design, banners and how it will all be conveyed to the audience, there is nothing behind it. Specifics are completely absent.
5. Instant sales growth in the first month . The goal of such offers is to make sales quickly, at any cost, using paid traffic sources. Is it possible to achieve an increase in requests to the company using this method? - Yes. But in the long term, to increase profits, convey the value of the product and the professional image of the company to the end consumer - No ... Why? - Yes, because initial sales are an insignificant part of the customer's path of interaction with your company. This alleged strategy will not allow you to track any bottlenecks in the customer path or feedback. Therefore, this path has no prospects. By the way, if you want to understand in detail how to build a user path or customer journey map , we recommend that you read our article.
6. Goals pulled out of thin air , based on a wish list that is not supported by anything. We need 100,500 sales. How can you set goals without understanding at least: average check, LTV, transaction duration, additional sales, competitor analysis and current internet activity indicators? Although what am I talking about. Most don't even have CRM, CallTracking, they don't even have banal analytics, if they have it, it's not configured.
7. SuperMan is a loner. It is impossible for one person to build a full-fledged strategy, because one person is physically unable to simultaneously understand all the marketing tools, website design, web analytics and automation. Therefore, if you entrust the strategy to one person, then the result will be a strategy that works well only in the segment that the specialist understands.
8. Oops... Forgot... The strategy does not take into account: CRM and telephony in conjunction with the sales department. When these points are not taken into account, there is no understanding of full reporting and the effectiveness of Internet marketing as a whole.
9. Lack of a detailed implementation plan. The output does not contain a document with a clear plan for the consistent implementation of the strategy, namely:
It is not clear which tools to use, in what order, and how exactly.
It is not clear how the instruments will be interconnected.
Lack of budget planning.
It is impossible to understand growth trends and milestones during strategy implementation.
If you want to understand how to create a systematic, industry-standard email marketing strategy, enjoy reading the following article.