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Without a roadmap you wouldn’t know how to reach your destination, but many businesses launch into their marketing with little idea of where they are going, let alone how to get there. All good marketing strategies begin by deeply understanding your customers and most importantly the problems you plan to solve for them, your competition. You can’t know where you fit (or don’t fit) in a market without knowing the space your competitors currently occupy.
It is vital to have a really really detailed picture of your ideal target customer: those customers you want to win and keep.
Once you know your target customer, and the specific pain points that your product or service addresses, then you can define your Value Proposition to these customers (sometimes this is called a Unique Selling Proposition or USP). Now that you know your market, competitors, customers, your value proposition and the destination you want to arrive at, you can begin to define how you will go about achieving this with a marketing strategy. The marketing mix is often referred to as the 4 Ps – Product, Promotion, Price and Place (also known as distribution). The final step in the process is to write down your marketing plan, which will become a written record of the steps above, and identify the key marketing activities you plan to drive over the next 6 to 18 months. How well you set your goals for any business or marketing strategy will have a huge impact your eventual success (or failure). As a South West based company we offer a range of marketing consultancy services including web site design, development, SEO, Google Adwords and more, to areas including Bunbury, Busselton, Dunsborough, Yallingup, Donnybrook, Harvey, Manjimup, Pemberton, Albany, Walpole and Denmark. When Grey4 Creative is tasked with developing a marketing strategy for a company, all our expertise are quickly organised into an engine that churns out customised communication strategies, brand strategies, online strategies and targeted campaigns to attract more customers, manage perceptions, build brand awareness and positively affect bottom-lines. The focus of a Grey4 Creative marketing strategy is to communicate that our clients’ products and services meet customer needs and so as to foster and develop long-term and profitable relationships with those customers.
We then craft a marketing strategy that makes the most of your strengths and matches them to the needs of the customers you want to target. When formulating a marketing strategy, we take account how your business’ strengths and weaknesses will affect your marketing.
We put the marketing strategy into effect with a marketing plan that sets out the aims, actions, dates, costs, resources and effective selling programmes. Inbound marketing focuses on being found by potential leads instead of searching for customers.
Traditional marketing methods such as paid TV ads, direct mailings, cold calling and trade shows are costly. When a potential customer does a web search, they are actively searching for your product or service. Content marketing is creating valuable information to display on your site to increase customer interest.
Inbound marketing should not relying just on generating business but a balance of nurturing leads and converting visitors into customers.
Since the newsletter was actively sought, it is less likely to be viewed as spam, but it is wise to set expectations and inform how often your emails will be sent to the individual.
These email automation systems have customizable opt-in templates and for more creative opt-ins you may need a developer to create unique opt-in forms. Using sites such as Twitter and Facebook to generate interest in a product or service are great ways to use inbound marketing strategies.
Tip: Also make sure to provide a link or phone number in the video description to ensure they will find your company. It’s a brave new world for marketing and it’s important for businesses to stay on top of all the current trends and directions that inbound marketing are taking. Charise Stevens is an innovative marketer and SEO strategist specializing in digital marketing in San Antonio. The term “content marketing” has recently reached buzzword status, although any marketers worth their salt have been doing it since the beginning of time. We spoke to content marketing experts Barry Feldman and Robert Rose and found out what they thought of content marketing today.
Barry Feldman, of Feldman Creative, is a content marketing strategist and creative director.


Robert Rose is chief strategist at the Content Marketing Institute and a senior analyst with Digital Clarity Group. Both Robert and Barry agree that increased audience engagement is an essential stepping stone to creating more leads, which is a primary avenue to increased sales.
American Express’s “Unstaged” program organises live music events for streaming online as well as edited release after the show.
By knowing who their audience is and having their personal email addresses from the registration phase, they can effectively market their services directly to potential customers.
Adapting content strategies to changing markets and keeping ahead of the crowd are important, but actually doing it is difficult. Robert explains that, “The biggest challenge, and one that I’m primarily focused on these days, is teaching companies how to be good with the creation of content. Barry’s opinion on outsourcing your content creation is of a slightly different take, “…you can’t say ‘you’re the digital expert, here are the keys to the kingdom,’ I think you have to be involved.” He says of the people who create your content, “It’s getting harder and harder to master the skillset that it takes to succeed in marketing.
Placing a value on content creation, instead of simply expecting it from everyone, can have dramatic effects on the quality of content that is produced by your organisation.
Once you’ve prioritised your content creation and then want to improve the quality of it, taking a look at other markets for inspiration and taking risks are important.
When it comes to audience targeting it’s usually best to be as specific as possible and then branch out, rather than start with a broad base and refining it. Don’t forget about other forms of online advertising: they’re still important and both interviewees agreed they are essential in supporting content marketing efforts. Finally, if you want some examples of “smaller” companies that have great content marketing programs then here are some that are bound to lend some inspiration: HelpScout, recommended by Barry, has great content especially in the form of blog posts and ebooks. It seems that companies today are on quite a level playing field when it comes to content marketing, and not taking full advantage of it would definitely be a mistake. Director of Marketing for SweetIQ, inveterate traveler, writer, reader and general enjoyer of patios, mountains and people of all sorts.
At Rethink Marketing, we have put together a straight forward process, based on some of the most successful marketing models. During this step you will need to evaluate your market size and trends and your competitors and potential partners. During this step, you need to identify all of your competitors, including those hidden ones you often forget about…the substation competitors (e.g.
Your Value Proposition should be a succinct description of the ways in which your product or service is the best at solving that pain point, described in terms of customer benefits. National brand recognition or increased customer loyalty, the choice is yours but you need to make it.
But don’t get to carried away…at Rethink Marketing we believe the best marketing strategies can be defined in no more than one paragraph, so keep it concise! Some marketing experts believe that the rise of social media and customer relationship management have led to the creation of a 5th P namely People. You will need to measure results from your marketing tactics, and continually re-assess your plan on at least a quarterly basis to increase its effectiveness. Our marketing strategies are therefore flexible and we are able to respond to shifts in brand image and demand. Identifying these groups and their needs through market research, and then addressing them more successfully than your competitors, is the focus of our marketing strategy.
We always look to making the most of your budget by carefully choosing the activities with the best returns by avoiding spreading your budget too thinly. This means we actually begin the creation of your marketing strategy document with an honest and rigorous SWOT analysis, looking at your strengths, weaknesses, opportunities and threats.
Grey4 will strategise  on how you can sell more to your existing customers or look at ways of improving the retention of key customers. Inbound Marketing is not only effective and less expensive but the results are better tracked.
Often businesses will attract customers by delivering a blog or a tips area on their website that provides relevant content making  their company a trusted and helpful resource.


Email and marketing automation should contain information useful to nurture the visitor’s interest and is a great opportunity to deliver sales pitches. Provide regular content that is engaging on your social media account to attract potential clients.
People often go to popular video channels such as Youtube or Vimeo to get info to solve problems or learn about a service or product. By staying current and staying focused on inbound marketing, businesses can take advantage of all the new possibilities being offered with today’s technology. Today, however, it has become essential in order to grab, and keep, the attention of an audience, because it has become second nature for them to tune out the barrage of advertising that they’re subjected to on a daily basis. In today’s crowded market for consumer attention Barry says advertisers are drowned out by noise and repetition, “therefore, audience engagement is harder and harder to get. Directed by respected film-makers including Spike Lee, Werner Hertzog and Steve Buscemi, the program is a great example of a digital event. Constant learning is necessary in order to stay on top of your game, and outsourcing may play a role too.
Robert says a common assumption is that great content creation is a mystical art that no organisation can develop in-house. You have to push the envelope and to do that you have to take some risks and be unafraid to fail. Barry says using PPC is essential if you want to accelerate your content marketing program. We can either help you work through these steps, or work with you to understand what is needed in your business to do it yourself.
A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis can also be a useful tool to help crystallise your thoughts. Bunnings competes with Harvey Norman, for a share of their customers discretionary spending money. Always be aware of the difference between features, advantages and benefits, and make sure that your focus is on the benefits to the customer at this stage! In order for you to see this page as it is meant to appear, we ask that you please re-enable your Javascript! We also cater for the emergence of new products and services by our client or our clients competitors and always seek to grow clients markets by world-class Integrated Marketing Solutions. If need be, the marketing strategy (which would be flexible) is amended for maximum performance.
One thing we do is to conduct some market research on your existing customers at this point, as it will help us to build a more honest picture of your reputation in the marketplace.
If you’ve got a series of steps that lead to a marketing success story, audience engagement is the beginning of it. Of course your blog’s content is the main draw, and if it isn’t interesting then the blog is worthless. He explains that “In most organizations, creating content is just something that’s kind of ‘expected’ of everyone. Knowing your customers, and being able to define exactly what drives them to do business with you, will give you a big edge over your competitors who haven’t done their homework. Barry mentions a myriad of possibilities and ends with “the ultimate in engagement and lead nurturing,” an email list to market directly to leads.
Is your goal to grow market share, increase revenue, increase customer lifetime value, or something else? He also mentions “events” as an important component, but says that it’s often left off the list because it isn’t necessarily a digital channel.



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