The Missing Guide to Strategic Marketing for Small Businesses
The Strategic Marketing Compass is a comprehensive guide to creating the ultimate marketing plan for your business. 90% of small businesses fail because they do not have a strategy and they simply operate their business from a place of reaction. The SMC will help you gain clarity on your vision, develop a rock-solid strategy, and generate tangible action steps to drive actual results for your business.
How is the Strategic Marketing Compass Different?
The Strategic Marketing Compass is the only product on the market designed for entrepreneurs and small business owners to help them develop and take action on their marketing strategy. The majority of resources available in book stores and online are full of information designed for corporate marketing teams, not entrepreneurs. It seems that the ‘experts’ that create those resources are more interested in being perceived as brilliant, rather making sure the people who purchase their products actually get results. The Strategic Marketing Compass is different because it pulls out all the excess marketing jargon and provides you with a process that you can actually understand how each component plays a crucial role in the overall, big picture.
As an entrepreneur myself, I struggled developing a strategic marketing plan for the first two companies I started because even the information targeting small business owners was full of complex marketing concepts and unnecessary marketing jargon. Not only that but so many of the books I bought and training I purchased told me what I needed to do but didn’t tell me how to do it or even point me in the right direction!
I realized that there was a need in the marketplace for an easy-to-consume and, more importantly, easy-to-implement guide to strategic marketing for entrepreneurs and small business owners. The Strategic Marketing Compass is exactly that. It has been consciously designed to walk you through the critical components of marketing strategy development that most business owners and entrepreneurs aren’t even aware they’re stepping over. Not only does this comprehensive product reveal what you need to do in order to create an effective marketing strategy, but it shows you exactly how to do it step-by-step.
The Strategic Marketing Compass Framework Overview
The Strategic Marketing Compass Framework was designed to help business owners understand exactly how all the different pieces of a marketing plan fit together. The majority of small business owners and entrepreneurs are extremely good at and passionate about what they do but they wouldn’t consider themselves savvy marketers. Many of them have tried to learn marketing but have become frustrated by marketing jargon, confusing diagrams, and ‘Marketing Experts’ telling you what you need to do but not telling you how to do it. The Strategic Marketing Compass is the all-encompassing solution to creating a strategic marketing plan that achieves your desired results.
Below you will see a visual of the Strategic Marketing Compass Framework and I will give you an extremely brief overview of what each component of the process means. The bottom of the framework is the most important and most frequently overlooked aspect of marketing for entrepreneurs and business owners. We’ll start at the foundation (bottom) of the framework and work up, just like building a house.
The Strategic Marketing Compass is used much like a navigation compass, you know the thing that points North. A navigation compass helps you navigate from where you are to where you want to go. It’s practically useless a useless tool unless you have an idea of where you want to go, what your destination is. The first step in Strategic Marketing Compass Framework is to develop clarity around your desired result. One of my mentors, T. Harv Eker author of ‘Secrets of the Millionaire Mind’, is famous for saying, “The number one reason why people don’t get what they want is because they don’t know what they want.” I believe the same goes for your business.
The next step is to establish or re-ignite the purpose, passion & mission that drives your business. This is a step that is very easy to see when people miss it because their marketing is usually very bland and boring.
It’s essential that you do some fairly extensive research in several areas before you dive into action. This section goes deep into each of the important areas required to develop a marketing strategy. The most important component of the “Target” section is generating a clear understanding of the demographics of your ideal customer.
that you’ve gained clarity on your objectives and have an deeper understanding of who your customer is, you can begin to develop your strategy. This section of the Strategic Marketing Compass makes this process extremely easy by breaking down the development of your marketing strategy into three specific areas that work together to create your overall marketing strategy.
Once you’ve determined your desired outcome, who your customer actually is, and how you are going to get in front of them. You must determine what message you are communicating to your prospects and customers. You must also develop a string of consistency through the messaging of all of your marketing. Meaning, all the touch-points of your business should have a consistent feel and message.
Content should be created after you have a deep understanding of the message you are delivering and style of messaging you are using to connect with your ideal customer. Your content should be strategically created to serve a purpose within your marketing strategy.
Tactics are the projects that need to be completed in order to execute your marketing strategy. This is the area that most business owners jump to when they go to market their business. They skip all the previous steps and end up with a disjointed web presence, unclear messaging, and lousy cash-flow. The previous steps make the Horizontal Strategic Integration of their marketing efforts easy. Horizontal Strategic Integration means that all of your marketing efforts are working together.
Did I lose you? Click here to see my blog post on Horizonal vs Vertical Strategic Integration.
Usually there are several action steps that need to be completed in order to successfully execute each of the tactics that you’ve determined are essential to the success of your marketing strategy. The Strategic Marketing Compass helps you determine what your distant, short-term, and immediate action steps need to be and then helps you prioritize your most important tasks.
After determining your most important tasks, it’s crucial that you find ways to measure the results of your actions. If you don’t have systems or processes in place to measure your results, how do you know how close you are to accomplishing your goal?
Setting up Metrics allows you to discover areas of improvement. The most important part of your marketing strategy is your ability to evaluate your results, revisit your strategy, and make adjustments or reallocate assets. A good marketing strategy is made great by optimizing what is working and tweaking what isn’t.
How you can benefit from the Strategic Marketing Compass
The Strategic Marketing Compass will help you develop a crystal-clear vision of what you are looking to accomplish and help you reveal the path that will take you from where you are now to where you want to go. If you are starting a new business or you’ve reached a plateau in your existing business, there’s a very good chance that you need help creating a new, rock-solid marketing strategy.
I’m working on finalizing the Strategic Marketing Compass workbook that will walk you through all the necessary and essential steps to creating a marketing plan that gets results. If you’d like to be notified when this workbook is ready to be published, please subscribe to my updates in the link below.
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