Here's our out-of-the-box method for developing a new marketing strategy.

First, set an endpoint with your goals, whether they be financial, traffic, leads, or something else. Then:

1) Define your intended customer base. Where is the revenue supposed to come from? Then interview your customers, to learn about their buying process.

2) Draw the boundaries with corporate strategy. This includes consideration of your selling methods.

3) Determine the relevant strengths and weaknesses of your product/service and company, as they're currently perceived by customers.

4) Identify the obstacles placed by the competition.

Analysis of these four components produces a complete strategy blueprint.

This blueprint contains: what you say to each kind of buyer, where you say it, what the key measurement points are, how you handle objections, and how much to spend on the various sales and marketing channels.

Positioning and Messaging

The most visible deliverable of a marketing plan is your product's positioning. This typically surfaces as the featured text on your home page, and in your press releases.

Our “mix” of the above five components means that your core selling message is:

• Based on perceived product benefits, as expressed by the customers.
• Phrased in a way that differentiates your product from its competition.
• Aligned with your corporate strategy.
• Written to appeal to customer pain points and motivations.