Concentrate on your marketing target

As you've probably understood, the most important part of the marketing strategy is the target : who are your buyers, how do they think, how do they buy, what are their needs and desires, how do they contribute to the image of your brand, what do they bring you.

Only after answering all of these questions can you start developing your strategy . Moreover, each marketing strategy must be strictly different from another; you will never have exactly the same customers as your competing business. Your budget is not the same, your way of working is surely different.

A marketing strategy costs money. But for general or financial directors, this part of the business may prove to be useless. They do not always have the same vision as you in terms of the importance of buying and dealing with the customer. In general, marketing is linked to profits. It is neither an investment nor an expense but when the strategy is correct, then it is effective. Thus marketing, whether digital or not, must be as important as any other function in the company. In fact, you must follow your goals while adapting to the circumstances and conditions established by the Chief Financial Officer.

A good marketing campaign is targeting the right consumers at the right time of the buying process. For example, a customer is more likely to buy during a weekend, vacation but beware; it depends on your industry! Depending on the timing that you choose for your offers, your advertising, your contacts with customers, they may think that it is coincidence, but this is not the case. All these methods must be implemented according to a real schedule that you have defined yourself to meet your objectives.

Then, define precisely the heart of your target. As you know, each strategy consists of a set of pre-defined objectives. You must always follow the same direction or you risk losing time and money. Each goal must result in the long term in one ROI. For example, one of your goals may be to acquire new customers. Remember, any strategy must be tailored to your company's revenue and capabilities. So you have to match both your capabilities and the needs of your customers. In three distinct stages:

•        Identify the needs of your customers
•        Identify the needs of your business
•        Make coincide the different needs

To complete this step, and after listening carefully to your consumers, ask yourself questions about your business: what are your business goals , how much money can it invest, who are its internal stakeholders , what results do you expect ?

Finally comes the stage of coordination between your company and the customers, it is also the stage of the coordination between all your objectives directly related to the customers.