Updated: Mar 3, 2020
Over the years I've met a lot of startup founders and marketers who struggled to successfully set up their marketing strategy. Defining a marketing strategy is not always child's play. It can be difficult to figure out where to start especially since the information online is vast and sometimes even superficial and outdated. Implementing a defined marketing strategy requires a step-by-step approach during which you'll carefully examine your business mechanics, customers and other high-level elements. Ideally, your marketing strategy should hold some key elements such as data on your customers, competitive advantages and more. Therefore a marketing strategy will have a longer lifespan than your marketing plan (which will contain timetables and specific details about marketing campaigns you run). A well defined marketing strategy should be fundamentally rooted in your overall business strategy.
When setting up this course I realized there was no available template or canvas online to help startup founders and marketers implement a defined marketing strategy. So I decided to create one myself.
Introducing the Marketing Strategy Canvas
The Marketing Strategy Canvas is an easy-to-use step-by-step template to help you develop your marketing strategy plan for success. It is built out of 10 blocks that each represents a crucial step within your marketing strategy plan.
When creating this Canvas I really focused on the importance of your customers. It struck me how most marketers underestimate the importance of emphasizing with your target audience and offering relevant information. As a startup founder or marketer, you have to know what problem your potential clients have and which information they are looking for. Only then can you create a message that will resonate with your audience.
The Canvas starts with investigating your customers by defining your customer segments and setting up personas.
The next step is to map the different phases within your (potential) client's customer journey and to define possible touchpoints.
Additionally, the problem, solution and value proposition blocks will help you understand what makes your target audience clock tick and draft a compelling message.
The content block will help you adjust your content tailored to your customers, their needs and their customer journey.
The Market scan and internal scan blocks will force you to dig a bit deeper. Where are you today and how do you position yourself amongst your competitors? How can you stand out from the crowd?
The channel block will enable you to strategically choose the channels that are best fit to reach your target audience.
The blocks, measurement plan and ROI will make sure that you effectively measure the outcome of your efforts and will enable you to optimize your marketing activities.
And finally, the budget block will keep you safe from a financial hangover.
Time to take your marketing strategy to the next level!