Have you ever found yourself lost in the marketing maze, bombarded by a whirlwind of conflicting advice that only seems to intensify the confusion?
Astonishingly, 97% of the businesses we’ve spoken with share these all-too-familiar frustrations:
- Lack of Transparency: They don’t have a clear understanding of what their marketing providers are actually doing.
- Uncertain ROI: They struggle to measure the return on investment from their marketing efforts.
- Absence of Strategy: Many lack a cohesive marketing strategy that aligns with their business objectives.
- Time Constraints: Managing and monitoring marketing activities can be time-consuming and not a priority.
- Jargon Confusion: They often find themselves lost in the complex language used by marketing professionals.
If you find yourself nodding in agreement, take comfort in knowing that you’re far from alone.
Rest assured, we have the solution you’ve been searching for – the Klarity Lab Marketing Strategy Canvas. This powerful tool empowers businesses like yours to conquer these challenges and drive marketing success.
The Klarity Lab Marketing Strategy Canvas consists of all the foundational building blocks for successful marketing campaigns. Using the Marketing Strategy Canvas, you will:
- Align your business goals with your marketing efforts.
- Define how you want to be seen by your audience.
- Define how you can stand out from the competition.
- Understand who your customers are and their needs.
- Understand the most effective channels to reach your customers.
- Identify complementary businesses that can enhance your offering and reach.
What you are about to get is the 10,000-foot view of how to use the Klarity Lab Marketing Strategy Canvas. Our main aim of this post is to help you start moving in the right direction, gain confidence, and have control over your marketing activities.
Let’s dive in!
Step 1: Download Your Copy of the Marketing Strategy Canvas
Get your copy of the Marketing Strategy Canvas by completing the form below. Update the canvas as you read through each step.
Don’t worry about being perfect at this stage. Just write down your initial thoughts, as you can always come back to it later.
Step 2: Define Clear Business Goals
Start by setting clear, medium to long-term growth objectives for your business. Without a destination, your marketing efforts will lack direction. Consider questions like:
- What revenue or sales targets do you want to achieve in the next three years?
- Are there specific market segments or geographic areas you want to expand into?
- What brand image or reputation do you want to establish in the marketplace?
Step 3: Uncover Your Purpose
Delve into the “why” behind your business. What drove you to start it, and why does it matter? Discover your brand’s deeper purpose that resonates with both you and your audience. To do this:
- Reflect on your personal motivation for starting the business.
- Consider how your products or services positively impact customers’ lives.
- Think about the values and principles that guide your business decisions.
Step 4: Craft a Unique Brand Voice
Create a consistent and impactful brand voice that communicates your essence. This will set you apart from competitors and leave a lasting impression. To develop your brand voice:
- Define the tone and style you want your brand to convey (e.g., friendly, professional, innovative).
- Align your brand voice with your purpose and values.
- Create a brand messaging guide to ensure consistency across all communication channels.
Step 5: Analyse Competitors
Identify 2-3 competitors offering similar products or services. Analyse their strengths and successes to refine your own strategy. Here’s how:
- Conduct a competitive analysis by examining their websites, social media presence, and customer reviews.
- Identify areas where your competitors excel and areas where they fall short.
- Use this information to differentiate your business and find opportunities for improvement.
Step 6: Define Your Unique Value Proposition (UVP)
List all the elements that make your solution or service unique and hard to replicate. This is how you differentiate your business from competitors and build value-based relationships with customers. To craft your UVP:
- Identify the specific problems your product or service solves for customers.
- Highlight the features or benefits that set your offering apart.
- Communicate how choosing your business will enhance customers’ lives or solve their challenges.
- Use the information you gathered during the Analyse Competitors step to identify gaps you have or where you can provide greater value for your customers.
Step 7: Understand Your Customers
Dive deep into your target customers’ needs, thoughts, behaviours, and emotions. This insight will allow you to effectively tailor your approach and address their needs. To understand your customers:
- Create customer personas that represent your ideal customers.
- A simple way is to think about your current customers. What are the attributes that make them your ideal customer? What do they say to you? How did they find you? Look for areas where they contradict themselves or friction points they have experienced. Once you have this written down, ask yourself why did they say that? Why did they do that? This is a great way to start drilling down into their core needs.
- Conduct surveys, interviews, or focus groups to gather customer feedback.
- Analyse customer data and behaviours to identify patterns and preferences.
Step 8: Explore Marketing Channels
Identify where potential customers encounter your brand. This includes familiar channels like social media and your website but also lesser-considered avenues like word-of-mouth and lead-generation websites. Here’s how to explore your marketing channels:
- Review your current marketing efforts and assess their effectiveness.
- Identify the channels where your target audience is most active. (Refer back to step 6).
- Consider both online and offline channels that align with your brand and audience.
Step 9: Build Strategic Relationships
Identify partners who contribute to your value delivery. Collaborate with them to enhance your offerings and expand your reach. To build strategic relationships:
- Identify businesses that are already providing you with referrals.
- Identify what touchpoints customers are going through before they come to you. Refer to step 6 when you answered the ‘How did they find you?’ question.
- Identify businesses or individuals whose products or services complement yours.
- Reach out to potential partners to explore collaboration opportunities.
- Develop mutually beneficial partnerships that add value to your customers.
Step 10: Set 90-Day Goals
Prioritise the marketing tasks that will drive your business goals in the next 90 days. Keep it focused and achievable – no more than three top-priority items. To set your 90-day goals:
- Identify the marketing tasks that will propel you towards achieving your long-term business goals and break them down into actionable steps.
- Agree on what success looks like and how you will measure it.
- Assign responsibilities and establish clear timelines for each goal.
Take Action Now!
Don’t let marketing confusion hold your business back any longer. It’s time to take control and supercharge your marketing strategy with the Klarity Lab Marketing Strategy Canvas. To get started, complete the form below to get your FREE copy emailed directly to your inbox today and unleash the full potential of your marketing efforts.
Ready for a deeper dive?
If you’re eager to maximise your strategy, we offer personalised 1-to-1 strategic sessions. In these sessions, we’ll:
- Step into your customers’ shoes to understand their core goals and desires.
- Map out a marketing funnel that drives growth.
- Identify key metrics to track to ensure your growth plan is on track.
- Identify avenues for providing enhanced value to your customers.
- Develop a budget-friendly, prioritised roadmap of marketing activities.
Get in touch with us today to schedule a complimentary consultation without any obligations. We’re here to assist you every step of the way.
