To have the highest return on investment (yes, marketing is an investment), a marketing plan needs a strong foundation. This requires a clear understanding of your brand, your target audiences and their influencers, buying triggers and buyer’s journey.
A brand has to stand for something; positioning is your brand’s ‘why.’
Your story doesn't have to be complex, it needs to be memorable. Break it down to its simplest form and expand from there.
Messaging falls flat
It’s not about what you want to say; it’s about what your customer wants to hear. Tailoring messaging to buying triggers lets prospects see themselves as part of your brand story.
Tactics can address symptoms in the short-term, but a thought-out marketing strategy is more effective and more cost-effective execution.
Ideal Customer Profile
You know the one; this is where the 80% comes from. They’re high margin, value what you deliver, and are a pleasure to work with. Let’s get more.
Identify Emotional Chords
Logic is great, but people buy based on emotion. If you don’t get them feeling, it’s hard to get them buying.
Customer Buyer’s Journey Mapping
Your customer has a buying process. You can’t change that. Instead, cater to it and help them make the right decision – faster.
Messaging isn’t one-size-fits-all. There are different buyer personas, different buying triggers, and different stages of the buyer’s journey. A solid framework addresses them all.
No more one-off tactics, okay? We start with the end in mind (where you want to be) and work backward from there – starting with strategy and focusing on ROI.
Building a strong brand begins by understanding where your customers are in the buyer’s journey and giving them what they need to make a decision.
Companies that apply Destination Mapping are
more successful than those that don’t.
Source: Hubspot Marketing Statistics
See how we mapped the customer buyer journey for Medibeacon.
In order to get you where you want to be, we need to figure out where you are. Let's talk about creating a fully-integrated sales and marketing program that’s grounded in strategy, and designed for the highest possible return on investment.