The output is: a list of all existing or possible competitive advantages that are worth telling clients about.
What else to read: How to create a USP for your business
Step 2. Strategy
Surely, already at the first stage, many ideas appeared. You saw where your weak areas are, what interesting things your competitors offer, what your target audience wants and what will help you stand out.
Now it is time to think through a strategy rather than throwing things around. By the way, do not confuse strategy with mission or concept: it is useful to formulate the main message of the brand, but it still needs to be implemented in practice.
Remember: a good strategy cannot be developed alone – it requires a team, where everyone is strong in their own area.
Setting and “digitizing” goals
The goals in Internet marketing can be different: to attract a certain number of clients, to reduce the cost of the application, to increase the average check, etc.
What is important:
- For each long-term goal, think of measurable milestones in specific numbers .
Let’s say you want to load your production 100% with orders from the Internet. Calculate what intermediate figures are behind this indicator – perhaps it is enough to receive 10-15 targeted requests per day.
- Consider the average conversion rates in your subject. There is a certain “ceiling” that you cannot jump above (or it will be too expensive). Knowing these rates, you will be able to understand, for example, that you have already reached a reasonable cost per click from contextual advertising, but it is quite possible to increase the site conversion by 2-3 times.
It’s easy to set realistic goals with our free calculator – it helps you redistribute your advertising budget and model results.
The output we get is a list of “digitized” targets.
Generating ideas
Brainstorming with your team is the best tool for generating ideas. Share the results of your analysis and goals with your colleagues, and let everyone share their ideas for improving the situation.
Important! At the brainstorming stage, do not criticize the ideas that come to you, but only record them – you will select the best ones later.
The output we get is a list of ideas for each goal.
Setting priorities
There can be a lot of possible tasks: you need to redesign the website, implement CRM, test advertising on social networks, and you still need to work in the normal mode! How to prioritize steps?
- It is better to start with the weakest points of your marketing – they will be visible already at the audit stage. The situation will immediately improve as soon as you close the obvious holes (if there are any).
- When the system works smoothly at all stages of the sales funnel, the principle of sorting ideas will be different. Now it is better to choose and implement what leads to real money the fastest .
For example, it is often better to first refine chinese overseas australia database and relaunch an old advertising campaign with a good result than to develop and test a new one from scratch.
- Try applying the 70/30 principle .
70% of resources go to optimizing proven promotion methods that have worked for you before. 30% goes to experimentation and innovation.
- Calculate several development scenarios . What will change if you redistribute the budget? What if you increase or cut it in half? This way, consider bookmarking this page ? the strategy will be flexible, and you will be able to choose the option that turns out to be more profitable – not hypothetically, but based on real figures.
The output is: goal achievement routes, where each route includes steps sorted by importance.
Congratulations: your strategy is ready!
Step 3. Planning
So, you have specific goals and a scenario for belgium numbers achieving them. To prevent the strategy from becoming a dead weight, you need to integrate it into your daily schedule:
- For each stage of the strategy, specify the deadlines ,
- Make action plans (general for a year and detailed for 3 months),
- Allocate the necessary resources (employee time, advertising budget and contractors),
- Schedule regular team meetings to review the plan against the facts and discuss next steps.