To properly launch a new product or enter a new market, companies must necessarily develop a marketing strategy. Properly implemented, it helps ensure their success and open them to other development opportunities. HubSpot, the CRM specialist, has designed a guide to help companies create high-performance marketing strategies. It discusses the challenges of setting up such an action plan and reveals valuable advice for its successful design.
The different types of marketing strategies
There are as many marketing strategies as there are companies. It can therefore be difficult to find your way around, and especially to choose the one best suited to your needs. To help you see more clearly, HubSpot takes a look at the functioning and benefits of the main action plans adopted by marketers.
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Among them, the strategy of concentration. It consists of concentrating marketing efforts in favor of a single target. The goal is to convince and retain a specific segment of customers. The advantage of this tactic lies as much in the in-depth knowledge that the brand has of the product, the market and the customer as in the rapid loyalty of the targeted consumers.
Emotional marketing is also a strategy widely used by companies. Its goal is simple: to design a set of values and emotions to create a link between the consumer and their brand. Emotions will push the customer to buy. However, you have to master the art of storytelling, which aims to share a strong message with which the buyer can identify. This serves not only to strengthen the brand image, but also to federate and retain consumers.
Penetration strategy, innovation strategy, inbound marketing… Many techniques are to be discovered in HubSpot’s free guide.
The steps to follow to design a successful marketing strategy
Once you have identified the marketing strategy you want to put in place, a question arises: how to develop it? In its guide, HubSpot reveals all the steps to follow to create an effective action plan.
The first is to identify its threats, opportunities, strengths and weaknesses (SWOT method). To do this, it is necessary to take into account internal characteristics of your company, but also external ones. This includes in particular the competitive environment and the sector. This analysis is essential to define a coherent approach in order to penetrate a market correctly or to reinforce the position of the company on this one.
Once this study has been carried out, it is necessary to be able to target the customers and their needs. Since a product can address several prospect profiles, it is preferable to use segmentation. This consists of bringing together buyers with similar consumer behavior within the same group. To better identify the different existing targets, it is wise to make personas. As a reminder, these are imaginary representations that summarize the needs, expectations, habits and problems of a consumer.
The guide will allow you to learn about the other three essential steps to establish a successful marketing strategy. For all the advice from HubSpot’s experts, download the guide.