Develop Your Marketing Strategy through Strategic Planning Sessions
Strategic planning is an organization’s process of defining its direction and making decisions on allocating its various resources to pursue this strategy to achieve the company’s stated mission and vision.
This service digs deep into your processes, systems and strategy. During your session, we make sure you have defined, rigidly and systematically, your perfect prospective customer. This definition must include the obvious demographics as well as the psycho-graphics.
We then test your willpower to prove that your approach, tactics, messages and core offerings match what that perfect prospective customer is looking for.
It is absolutely imperative that you understand and can articulate your plan, vision and position statement effectively and with fire in your gut. We help you accomplish this.
What to expect from your strategic planning session
Your strategic planning session will help provide the backbone for all of the ensuing steps you take to build your company. During your session, you can expect to discuss the following subjects:
- Your target customer. Who is your Perfect Customer? What are their goals and characteristics? What answers do they want or need? Rigidly defining your “perfect customer” is the backbone of your marketing strategy. Without agreement in your company on who your perfect customer is, you will likely scatter your financial resources and brand messaging far too thin. This isn’t to say that you will refuse certain people’s business, but rather that the probability of closing the sale on a particular type of individual (say, for example the decision maker in an organization versus the influencer) is much higher than others and will therefore be significantly more profitable for your business. It is not possible to have a phenomenal marketing strategy without a rigidly defined customer avatar/”perfect customer”.
- Customer pains and problems. Your customer’s pains and problems help us understand the messages we need to use. At what point does the pain of the problem become so great that they need to seek relief and pay you to fix it? How will you show the prospective customer that you understand their pains and problems better than your competition does? How will you become “the only choice”, in the mind of your customer, to solve their pains, problems and challenges?
- Tactics to use. Learn the difference between strategy and tactics. Most of us focus on tactics and alternative between tactics without a clearly defined strategy or target. In short, “tactics” are items that will need to be implemented in order to realize the vision of the strategic plan that we have architected together. Further, the tactics we need to use (Facebook, Google AdWords, Email Marketing, SEO, Public Relations, Blogging, Video Marketing, Direct Mail, etc…) will be very evident once we identify our “Perfect Customer”.
- Customer state before and after statement of value. What is your customer’s sate before they have or use your product? How does your product change this state? Your company must be different, but it must also add real value to their personal lives (B2C marketing) or business (B2B marketing). While it’s definitely easier to win in the marketplace with a superior product (or service), you must articulate your value proposition and story well enough for the marketplace to ever even experience your superior product or service. In the sales and marketing world, this articulation of the value you can provide to the marketplace is often referred to as a “value proposition”.
- Strengths, weaknesses, opportunities and threats (SWOT Analysis). Review your accomplishments, lessons learned, where you can improve and what you are good at. Then you will know what external elements exist that you need to be cautious of or can exploit.
- Positioning statement. What is your “elevator pitch”? A good positioning statement will qualify and disqualify prospects. It should make your prospect either ask, “what does this mean?” or nothing at all. Remember, in sales and marketing, someone saying “no” to you can often be better than a yes. A prospect that wastes your time keeps you from spending time on your perfect customer who is much more likely to say “yes”.
Strategic planning sessions are always an exciting time for our team. They offer a chance to completely absorb every facet of your business and identify, in great detail, strategies we can take to help you meet your goals. To learn more about these sessions or to schedule one for your business, contact us today.