Marketing Meetup Podcast

How to build the bare minimum marketing strategy - Joe Glover

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  • Introduction
    • Overview: Joe Glover explains a simplified approach to crafting a marketing strategy.
    • Value: Strategy aligns marketing efforts with business goals, providing clear benchmarks and direction.
      • Align with Business Objectives: Marketing goals should connect directly to company objectives.
      • SMART Goals: Specific, Measurable, Ambitious, Relevant, Time-bound.
      • Example: Replace “get our name out there” with “increase site visits by 50% in six months.”
        • Identify the Core Problem: Mark Ritson’s “diagnosis” starts with understanding what the customer truly needs.
        • Jobs to Be Done: Customers buy products to solve functional, emotional, or social problems.
        • Research: Use customer feedback, social media, and reviews to pinpoint needs and pain points.
          • Go Beyond Demographics: Use psychographics, behaviours, and values to understand your audience.
          • Focus on Viable Segments: Consider Total Addressable Market (TAM), spending power, and reachability.
          • Example Segment: Joe’s target for ABC Limited: “fashion-forward pet owners” who value stylish pet wear.
            • Craft a Positioning Statement: Define your brand’s unique value concisely.
            • Distinctiveness vs. Differentiation:
              • Separate Strategy from Tactics: Start with strategy, not tactics, to avoid scattershot efforts.
              • Use a Funnel-Based Approach: Awareness, Consideration, Purchase, Retention, Advocacy.
              • Examples:
                • Team Involvement: Collaborate with sales, leadership, and other departments for buy-in.
                • Measure & Adjust: Track each tactic with specific metrics to ensure alignment with strategy.

                • Key Steps to a Bare Minimum Marketing Strategy

                • 1. Set Clear, Aligned Goals
                • 2. Solving a Problem
                • 3. Targeting and Segmentation
                • 4. Positioning
                • 5. Tactics


                  • ...more
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                  Marketing Meetup PodcastBy The Marketing Meetup
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