Marketing Strategy

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.
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“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.  
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Read about the six components every successful website should have on our blog.

Social media is an important part of your inbound marketing strategy. It's a powerful way of connecting with your audience to build brand awareness and is very effective for lead generation.

Social media is great for connecting your business with your community and individual customers. A clear strategy and measures ensure that your time and effort improves customer traction and profits.