Work out who your target customers are and develop a strategy to attract them. Create your key messages and develop channels to reach your customers to ensure that your business achieves its sales targets.get started
Establish clear marketing goals that are aligned with your business model
Create a clear message that tells your customers how your product solves their problem
Assess which channels will be most effective for targeting your customers
Your customer acquisition costs and lifetime value are key inputs to your financial model
Completing your business model provides you with clear definitions of your product and your market. You have a product that solves a problem and an idea of the customers who are likely to want your product. What next?
If customers haven't heard about your product and how it solves a problem for them, they can't engage with you and buy your product. The good news is that there are multiple channels available to connect with customers which also provide feedback on engagement.
“Customers don’t care about your solution. They care about their problems. ”
- Dave McClure, 500 startups
The marketing universe is huge and can consume a significant amount of your time and money - commodities that are often scarce for startups. Unstructured and open-ended marketing activity is very unlikely to provide a positive return on investment and without measurement tools you won't know which are successful.
The marketing plan builds out the target market defined in the business model using tools such as customer personas and Stategyzer's Customer Jobs-To-Be-Done approach.
Clearly defined customer profiles will help you decide which channels are best to interact and engage with your customers.
Digital channels can provide valuable customer engagement and conversion metrics to feed into your financial model.
“A customer is someone who pays for your product. A user does not. Getting paid is the first form of validation” Ash Maura
Storytelling is the foundation of every marketing strategy because it helps you build a strong connection with your audience. Storytelling lets you communicate, educate, share and connect through stories. These stories will help customers understand how your solution fits into their lives.
Your website is your digital store front and needs to display your brand and tell your story to ensure customers engage. It’s not enough to drive people to your website, you need to capture their attention and convert them into paying customers.
Read about the six components every successful website should have on our blog.
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