Yes, you read that correctly. Slow Down!
Time to market is critical especially when early data shows that you have a one-of-a-kind, must-buy product or service. But in the wise words of the rapper Eminem and the cast of Broadway’s Hamilton, “You only get one shot.” Even as you race the clock, you can’t miss your chance by making hasty decisions and failing to create a cohesive marketing strategy within your entire organization. You absolutely must get this part right.
There has been a central shift in the CMO. This is largely due to social media, digital marketing, and CRM.
Now more than ever, CMOs are responsible for adding to business growth and playing a role in the discussion and planning of technology, sales, business strategy and goals. Marketing teams are also needed to ensure the customer needs are an important part of product development and the overall brand and delivery of the sales message.
“Once you slow down and get your marketing strategy right, your success will speed up and take your brand further... faster.”
Take advantage of your initial edge by making sure you’ve spent the proper time integrating marketing data analysis, and sharing insights with the production, tech and sales departments.
As you work to build a powerful and practical marketing strategy, there are 3 important steps to consider in your marketing strategy, These steps will help you capitalize on your need for speed, while also ensuring your marketing strategy remains powerful and practical.
Step 1: Find Your Audience
Now’s the time to focus analytics and measurement on buyer behavior to quickly hone in on the most responsive buyer personas. And we don’t just mean the generalized profiles created in the past. You must be able to find the audience within the audience.
You'll want to go beyond the usual behaviors and demographics, because the more specific you can be, the more you’ll be able to:
- Get inside the motivations of buyers
- Discover what they need, and
- Understand why they need it
Finding the people who are most ready to buy right now will boost the initial sales impact of your fast-paced timetable. Focus your marketing message and tactics to engage these people first, and speak to them directly and specifically in their type of language. The rest will follow.
Step 2: Find Your Opportunities
Be ready to adapt your marketing plan based on the audience at hand. Quickly leverage your data, technology solutions, and automation to identify and take advantage of new opportunities. You're looking for what the data can tell you about refining your campaign message.
Should a new buyer persona or geographic location show projected growth, there must be flexibility and preparation to deliver a new or updated campaign to service them as soon as possible. And of course, if your best laid plans aren’t working then always be ready with a new plan.
Step 3: Find Your Channels
The strategy you build should be geared to each of the different stages of the buyer’s journey. You can effectively engage and influence the buyer by choosing the right channel for the right moment.
Here, you'll identify the channels that will have the most initial bottom line impact. The ready-to-buy consumers may only need to hear or see your message once, or may even seek you out to purchase. Swiftly recognizing which channels best resonate with the target buyers and then taking the time to refine the message for those select few will mean more return for each marketing dollar spent.
To find the initial wave of success... and continue riding at the top of it... means following where it goes and moving quickly to stay on point. So slow down… get it right, and put your business in the best position to move further faster™.
Rogue's Speedy Strategy Bundle is a group of tools and templates that can help you quickly build a powerful marketing strategy and stand out in a crowded market.