CREATING A MARKETING STRATEGY

Introductions

What is the purpose of marketing? Educate people as to what makes you

better.

Showcase your skills.

What is the real value of your product/ service?

evaluate objectives strategy implement measure

STEP 1 -EVALUATE Where are you now?

Who are you trying to engage?

www.therubiconagency.com

PERSONA BASED MARKETING

Start-Up’s & EntrepreneursPersonal:• Age: 25 – 45• Male/ female

Business:• Little money, big ideas• Low overheads• Looking for rapid growth

Drivers:• Money saving• Ease of set up• Add/ remove licences when needed• Security of data• Stored in the cloud• Free trails/ no set-up fees/ long contracts• Mobility• Testimonials/ recommendations

Barriers:• Finding the best deal/ right

product• Lack of real knowledge of

cloud• Understanding of security• Set up fees?• Long contracts?

Start-Up’s & EntrepreneursCompare Cloudware Services

• Website• Hosting• Phone/ Communications• Email• Storage• Conferencing• CRM• Sales• Payments• Marketing• Office

Start-Up’s & EntrepreneursTop 5 Drivers:• Money saving• Ease of set up• Add/ remove licences when needed• Free trails/ no set-up fees/ long contracts• Mobility

Top 5 Barriers:• Finding the best deal/ right product• Lack of real knowledge of cloud• Understanding of security• Set up fees?• Long contracts?

Top 5 Services:• Phone/ Communications• Email• CRM• Payments• Office

Digital profile:• Big mobile user• Online all day• Social – Big on Twitter and LinkedIn• Google searches, will click on ads• Trusting of tech

evaluate objectives strategy implement measure

STEP 2 -OBJECTIVES Be SMART

Specific

Measurable

Achievable

Realistic

Timely

SMART OBJECTIV

ES

evaluate objectives strategy implement measure

STEP 3 -STRATEGY Buying cycles

Customer hang-out’s

Joining up the dots

BUYING CYCLES

NEED

RESEARCH

COMPAREDECISIO

N

EVALUATE

WHERE DO YOUR CUSTOMERS HANG-OUT?

During each stage of the buying cycle, your

customers will be engaging with different

content in a variety of places…

AWARENESS OF NEED

RESEARCH

COMPARE

DECISION

EVALUATE

JOINING UP THE

DOTS Email

Organic search

Paid search

Social

Content

evaluate objectives strategy implement measure

STEP 4 -IMPLEMENT Budget vs Skill vs Time

BUDGET VS SKILL VS TIME

How much budget do we allocate?

Do we have the skill to implement?

Do we have the time to implement?

evaluate objectives strategy implement measure

STEP 5 - MEASURE WHAT?

WHEN?

HOW?

REFINE

REFINE & OPTIMISE

Meeting objectives

Exceeding objectives

Not meeting objectives

You must understand why…