During Vision Building in EOS, we answer eight questions that together define your company’s vision. One of those eight questions is “What is your Marketing Strategy?” In EOS, the Marketing Strategy defines your Target Market (your “Ideal Customer”) and the Message you want to deliver every time you make contact with them.
I often get two questions when I talk about the Marketing Strategy.
The first question I often hear (usually asked by the person in the Marketing seat) is “Does this replace a detailed Marketing Plan?” The answer is No. You still need to have tactics, personas, roadmaps, campaigns, milestones and all the other things that are needed to attract prospects to you. But the Marketing Strategy provides guidelines. Once we define our Target Market and the Message you want to deliver to them, many of the decisions about the Marketing Plan become much easier. That gives your Marketing and Sales teams better focus over the long-term, and allows them to spend more time on execution rather than debating the message.
The second question is, “If we still need a Marketing Plan, then why do we need a Marketing Strategy as part of our vision?”. This question is typically asked by someone who is NOT in the Marketing seat. After all, in most organizations, the vast majority of staff are not in the Marketing department.
Understanding the answer to this question really cuts to the heart of why the Marketing Strategy is so important and so powerful. The Target Market defines in a simple and concise way exactly who our best customers are – what makes them perfect for us. The Message defines what those customers want – what make us perfect for them.
Imagine if EVERY person in your organization understood these two things. Then everyone in your company would be crystal clear on who they are taking care of and why they came to us in the first place. That makes it so much easier for your employees to take great care of every customer. That’s how you create customers who are raving (and referring) fans!
In this way, your Marketing Strategy is critical not just for bringing great customers into your business, but also for making sure they stay.
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