Real stumbling block to effective marketing is not knowing the difference between these terms. A strategy is a broad plan derived from environmental analysis that is designed to achieve a company’s objectives.
At its heart, a marketing strategy template  answers the question: Why should our customers buy our product (or service) and not our competitors’?
In many smaller companies, strategy creation may take place on all three levels simultaneously.
A firm’s context, or position in its market, has significant implications for strategy, and the marketing strategy matrix is a prescriptive template that links marketing strategy to market context. You can use this tool for generating strategy or for reviewing strategies proposed by staff or operational managers.
Here are the instructions to follow in order to create the marketing strategy temlate matrix. Identify the context by delineating possible strategic situations.We have chosen to illustrate five strategic situations on our  marketing strategy template. As a recap, here are the procedures to follow when using the marketing strategy template matrix. Select one of the five generic strategic situations that best describes the marketing context for your business and product.
Use the matrix to identify applicable strategy options or to see whether a strategy is appropriate for the given situation. Fill in the marketing strategy template matrix with your own data and thoughts  at the intersections of each strategic situation and strategy option. New Product Marketing Strategy Template Step 3: “How the product will get to the customer? Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
A SWOT analysis is an essential part of any business or marketing plan.A It allows you to create a plan of action based not on what youa€™re interested in doing or on your gut-feel, but what you need to do given the situation in the marketplace. As youa€™ll know ita€™s a 2 X 2 matrix summarising the internal Strengths and Weaknesses against external Opportunities and Threats.
When I develop SWOT, I find the so-called TOWs matrix approach invaluable - wish there was a more sensible name for it. The example below shows how the TOWS matrix reviews not only the situation in internal strengths and weaknesses and external opportunities and threats around the edge, but also shows 4 box for creating strategies to succeed in the marketplace. The Internet and other digital technology offer new opportunities and threats, so creating a SWOT specific to the Internet is important to help meet this challenge. But your Internet SWOT shouldn't consider online channels in isolation - customers have a choice of multiple channels, so the SWOT should consider how the Internet presence of a company integrates with the offline world - customers often need and want to contact a company by phone, callback and companies still need to use offline communications like print, direct mail and TV in many cases. Here is an example from my Digital Marketing: Strategy, Implementation and Practice book showing some of the typical activities that need to be managed such as visibility on partner sites, how to target new customers or improve their experience on your own site.
The Internet-specific SWOT can be reviewed in the main areas of online marketing activity, namely areas of customer acquisition, conversion, retention and growth. As a piece of advice, I'd say breaking the SWOT down further maybe useful for very large companies. In short the scope of the project is: The paper is a guide for a new entrant in a digital marketing agency industry. For example if there is some one want to start a digital marketing agency, they should come to know what all digital IT products they can put together and sell, like website designing- domain registration and hosting, SEO, SEM, SMO, Email Marketing, Affiliate marketing etc services focusing on SMEs. I wish that I explained to the most what I could and I love if you could understand and revert me your ideas and suggestions. Share128 Tweet609 Pin211 +1508 Share318Shares 1.8KDoes your social media marketing lack execution? Whether you are a sales professional, massage therapist or healthcare provider, your business deserves a social media presence that supports and encourages growth. Execute on a social media strategy that produces significant results without it feeling difficult or overwhelming?
Below are three tips to supercharge your strategy and create a consistent message with superior results! The words goal and objective are often confused, especially when it comes to social media marketing. Your goals and objectives will vary dependent on your mission, long-term and short-term vision, audience, and product or service. Build out your goals with this social media strategy worksheet from Exact Target by Sales Force. Now that you know what you’re working towards, break those goals and objectives down into manageable action steps. Utilize the top six social media channels – Facebook, Google+, Twitter, Pinterest, YouTube, and LinkedIn to create an integrated social media marketing campaign that supports growth.
Conduct an audience survey to determine where to expand, grow, and diversify company social media presence during each quarter of the year. Identify 10 industry pages with significant reach within the real estate community and build a relationship by liking and commenting on their posts with a goal of raising awareness about our page and driving traffic back through our hyperlink. Engage fans and followers through giveaways and sweepstakes such as a social media business plan or analysis.
Monitor trends, characteristics and top posts through analytics and insights.  Tweak posts to meet the needs of each social channel fan and follower base. Next step: Now that you know what you are trying to achieve, put a plan in place to monitor key metrics.
One you’ve created your goals, objectives and action steps, it’s time to flesh out the details. How will each social channel, including Facebook, Google+, Twitter, YouTube, LinkedIn and Pinterest support and promote your overall plan? Create a winning social media strategy that caters to the unique needs of your potential client! Post on business page once per day including articles, tips, how-to’s, video tutorials, and other people’s content that’s relevant to your fans and followers. Take the time to strategically design and implement your social media strategy, then determine how you will stay consistent in your efforts. The important thing is  to know your limitations and what you can commit to without over-extending yourself.

If you’re eager to improve your social media results, implementing and executing upon a strategy can bring extraordinary results. Enter your name and email to receive a FREE copy of my eBook, "10 Ways to Virtually Crush the Competition" and my weekly newsletter.
What a great tutorial for collecting those scattered thoughts and putting them to work for us! Excellent work, and sorely needed, judging by the plethora of people running their social media campaigns with no real plan, strategic or otherwise. Being able to identify and quantify your objectives is a big piece to social media marketing that most people miss.
The sample social media strategy sheet you have shared for planning it out will be my bible for this…will be very much used by me hahahah ?? THANKS!!! Thank you so much again for your support and for sharing all these great things for everyone interested to benefit.
I love the way you have shared the importance of planning and goal setting when it comes to social media strategy.
Nice tips Rebekah, and I’m a big fan of editorial calendars to keep both the message and the content on track.
Monitoring is also important as people tend not to focus so much on conversion but conversation, and whilst both are important, one directly impacts the bottom line of the business.
The more information you are freely giving away, the more the reader realizes that it may be beneficial to invest in your services.
Rebekah, Your suggestions are going to really help me clearly put together a social media marketing plan for my business.
From what I see, ita€™s questionable if the planning or implementation of contact management is as effective it could or should be across many organisations. We all know it helps companies to identify how to best interact with their prospects or customers at each touchpoint with their organisation, to add value to improve the customer experience and relationship. It can be damaging and annoy your customers, especially if the message is not relevant or reaches only a small proportion of your customers - as data quality is poor, for example, 5% of your customers may have mobile numbers, or 10% open your emails. Another tip, is to use customer insight which is available to you as it will help enormously with your communications planning. Is the information in the communication relevant to everyone or do we need to segment our customer communications? Is there any legal information which we have to send them out as part of our operational or professional legal guidelines (depends on industry if FSA)? How will they contact us (channels), and like us to respond;A  different according to our segments or personas? When will it add value to provide extra information, to ultimately persuade them to choose your products or services?
As an organisation, when is it the right time to engage with them to help with your business goals a€“ nurturing to drive conversion, retention for lapsed or abandoned customers, upsell or cross-sell more products or services? Bearing in mind, there has to be a cut-off to the number of contacts, so don't over communicate and ensure it's relevant!A  Your Content marketing strategy is vital.A  Use Customer Insight or industry benchmarking to identify this.
From my experience, there are different approaches to this and Ia€™m sure the list is not exhaustive.
The Social Media team may be blasting out invites to join your Facebook page, Marketing sending out off-line messages to promote an event and the Call Centre running call campaigns.A  How many times are we all contacting the same customers? There are different approaches to consider, dependent on youa€™re customer lifecycle or product buying cycle, but this approach covers many of the key areas to consider in your contact plan.
For example, it can be 12-18 months for a course, 3 months for vitamin tablets or 24 months for a phone contract. In the HE market, the segmentsA  may be Home or Overseas students, whereas in the Insurance sector, it could be by the value or type of policy. Some companies may choose to drill this down further by personas or purely define their segments as 'personas'. Now you have mapped out the information needs at each touchpoint in the cycle - identified timing and content, or revised it.
At the end of your session, I'm sure there will be a series of consultation and sign off, before you are ready to look at systems, technology, internal processes, ownership, the nitty-gritty of content etc. Don't forget, it's also a great visual calendar for your communication strategy to keep you on track. From my own experience, I have only used an email system which was embedded into a bespoke CRM system . To help you find a system which provides you with the features you have mentioned, I would recommend Dave’s blog post on reviewing email systems, which provides some great recommendations on email campaign systems, with reviews and advice when choosing the right vendor. From experience of choosing systems, ita€™s always worth asking for a 30 day trial with account management support before you commit and there are many free systems out there too. The matrix can be used to identify these implications and make sure the strategy reflects them.
The prescriptions of the matrix are based on a compilation of many studies of marketing strategy, and while not 100 percent valid in every situation, they can be expected to be valid in most circumstances.
Enter your email address in the form below and we’ll send you the editable presentation with your marketing strategy matrix template.
It considers your capabilities for marketing against competitors plus looks at opportunities created as new technologies are introduced. These external opportunities and threats are available to all competitors in the marketplace. I think ita€™s sometimes seen as an academic exercise and therea€™s the feeling that the time should be spent on improving the execution of the tactics like email or search marketing or improving the site, but the SWOT analysis will give you the strategic view of the main opportunities and challenges available from online marketing.
The power of the TOWs matrix format is in the way it not only gives a review, but also helps you create and summarise strategies to improve the market.
You can create a separate SWOT for each of these, particularly relevant if youa€™re in charge of one area.
Let me know any tips you have found in creating a SWOT or if you don't use them what you do instead! So the paper should have thorough research which includes the above point and competitor analysis and competitive pricing and last but not the least suggestive bundled packages.
While they both relate to what you want to achieve, they differ in the how, when, and what.
For example, find local networks that include business professionals similar to your line of work.

Using a social media editorial calendar will keep you focused and on track so you don’t become overwhelmed.
Breaking down your goals and objectives can be a great way to attained them just in time, simple steps could go further just hung up a bit then your done. As a founder of startup I think that some part of work in sales and marketing should be outsourced. Its difficult for most small business owners to leverage SMM (if) they go about it in an ad hoc manner.
I find 2 things that work exceptionally well for me are a task list that I can check things off (gives me a sense of accomplishment) and working backward from my main goal.
As an aside, do you use any tools to schedule your pins on Pinterest or is it a manual process?
I don’t use any tools to schedule my pins on Pinterest, but you can try Pinwoot or GoPixel. Most people don’t do that and honestly speaking I am also guilty of that to some extent. A person who is working full time cannot possibly do all this work every day to build their business further.
The more you can give away, the more valuable you become to the reader or social media follower. I am already doing some of the things you suggest but I have much more that I can accomplish and your tips will be great for helping me. Thanks for the tips… I will keep an eye on this and make a decision real soon to follow your wonderful tips!! It seems that while the need is recognised, time is not set aside to create a contact management plan, integrated across customer touchpoints.
Sometimes this will be defined in a single channel, for example in this post Dave Chaffey shows how to create an effective email marketing contact planA with examples such as this of how direct mail or telesales can be integrated dependent on response. If different teams areA working independently considering one channel in isolation can be damaging to your brand and customer relationship by creating inconsistency. Some companies plan independently and focus individually on a separate strategy for each channel;A  email campaigns, outbound call campaigns or even direct mail and have a fragmented approach across the organisation. I agree that there are many tools out there with often too many features, and not those which we seek to be important. Deviations from the prescriptions of the matrix should be justified by an explanation of how the situation differs from the norm.
A firm (not necessarily the leader) has a sustainable advantage such as low cost or patent protection. The other situations all imply a strategic advantage or at least the potential to create one. The high-level view will help you see the most important issues which need to be managed for your online success. As Malcolm MacDonald has recommended this should ideally not be too generic, but should focus on a particular market or customer segment. Oftentimes SWOT are put in the appendix of a report or on the shelf and do not drive action, but the TOWs approach integrates the SWOT into the whole strategy process to help create a plan. But what I recommend is just coding up the findings so you can see which activities they refer to. Building authority via social media requires an unwavering commitment to consistently sharing knowledge based on your particular expertise. You can make a smaller investment to building your marketing plan until your growth provides the cash flow needed to hire more permanent staffing. Having an action plan that strived to meet the documented objectives and goals makes all the difference in the world.
These ways are Very inspiring, motivating, interesting and really effective to create a social media marketing strategy. There was an announcement today that Viraltag and HootSuite will soon have the capability of scheduling pins. After reading this article, I know how to approach social media marketing in the right way and accomplish your goals.
I’d be interested in reading a post about what you do with competitors social media strategies, how you monitor them, if you set any goals based on them, etc. From my experience having more than 2 social media objectives requires a lot more investment and less focus.
In this post, I'll reference what is needed, that is, to create a framework and planning tool to plan and roll-out the communication strategy, aligned to the business goals which may include conversion, gaining more customer insight, optimise customer engagement and relationship building, improve service, retention, up-sell or cross-sell opportunities. A Do not focus your contact plan solely on one channel such as email marketing or purely broadcast messages.
Then deliver customer profiles and segmentation that provide a deep understanding of what customers think, feel and do".
Think about medium; phone, SMS, letter, etcA  You may need to come back to this, once you have assessed your systems' functionality, quality of data and resources. Local service businesses such as restaurants are good examples (segmented based on price, menu, and location). Also, you often need the expertise of more knowledgeable professionals providing strategic growth plans and your budget doesn’t not allow for that level of investment for the long term. The trick is to keep fine tuning the processes and measure tangible results so you don’t lose momentum and motivation to keep on keeping on. We could give value to our community by having reviews of new tools, tips on using tools and links to sites that sell software we don’t make. This will identify any gaps for additional communication (where you can add value to your customers or prospects), or where there is too much.
I love your suggestion to build it out in a basic spreadsheet, I think this is really going to help me figure out what times are working better then others.

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