MARKETING
7 Steps to Create a Complete Marketing Strategy in 2022
The truth is, keeping up with marketing trends could be a full-time job.
In 2022 alone, we’ve seen a major shift to short-form video content; the rise and fall of new platforms (looking at you, Meta); and the continuing impact of the global pandemic. In short, what worked for your marketing strategy in the past might not fly today.
To succeed in the fast-paced marketing world — and maintain a sense of relevance with your audience — it’s vital to stay ahead of the curve.
To help ease some of that uncertainty, we’ve created this guide to show you step-by-step how to create a marketing strategy that leaves no stone unturned.
Let’s dive into the critical components of a complete marketing strategy in 2022, followed by some examples for inspiration.
The Importance of Customer-Driven Marketing Strategy Steps
A robust marketing strategy will reach your target audience – this includes those who have never heard of your brand all the way to repeat customers.
Without a defined strategy, you’ll essentially be throwing things to the wall to see what sticks. And it’s costing you cost, time, and resources.
A marketing strategy will:
- Align your team to specific goals.
- Help you tie your efforts to business objectives.
- Allow you to identify and test what resonates with your target audience.
There are seven key steps to crafting a successful marketing strategy: Build your marketing plan, create your buyer personas, identify your goals, select the tools, review your existing resources, audit and plan media campaigns, and lastly, execute your strategy.
Let’s get into the details of each step in the next section. Or you can jump to the section you’re most interested in.
7 Steps of a Marketing Strategy Process
- Build a marketing plan.
- Create buyer personas.
- Identify goals.
- Select the appropriate tools.
- Review your media.
- Audit and plan media campaigns.
- Bring it to fruition.
1. Build a marketing plan.
Wait, I have to make a plan for my strategy? What’s the difference?
Your marketing strategy provides an overview of the reasons why your marketing team will need certain resources, take certain actions, and set certain goals over the year. Your marketing plan is the specific actions you’ll take to achieve that strategy.
Not sure where to start? This free marketing plan template can help.
The right template can help you build a marketing plan that identifies your budget for the year, the initiatives your marketing organization needs to tackle, and the marketing channels you’ll use to implement those initiatives.
Plus, it’ll tie everything back to a business summary, to keep you aligned with overarching company goals.
2. Create buyer personas.
If you can’t define who your audience is in one sentence, now’s your chance to do it. A buyer persona is a snapshot of your ideal customer.
For example, a store like Macy’s could define a buyer persona as Budgeting Belinda, a stylish working-class woman in her 30s living in a suburb, looking to fill her closet with designer deals at low prices.
With this description, Macy’s Marketing department can picture Budgeting Belinda and work with a clear definition in mind.
Buyer personas have critical demographic and psychographic information, including age, job title, income, location, interests, and challenges. Notice how Belinda has all of those attributes in her description.
You don’t have to create your buyer persona with a pen and paper. In fact, HubSpot offers a free template you can use to make your own (and it’s really fun).
You can also use a platform like Versium, which helps you identify, understand and reach your target audience through data and artificial intelligence.
Buyer personas should be at the core of building your strategy.
3. Identify your goals.
Your marketing strategy goals should reflect your business goals.
For example, if one of your business goals is to have 300 people attend your annual conference in three months, your goal as a marketer should be along the lines of boosting online registration by 10% at the end of the month to stay on track.
Other marketing goals might be to increase brand awareness or generate high-quality leads. You might also want to grow or maintain thought leadership in your industry or increase customer value.
Whatever your goals, identify what they are and how your marketing organization can work to achieve them over the next year.
4. Select the appropriate tools.
Once you have your goals identified, make sure you have the right tools to measure the success of those goals.
Online software like social media schedulers gives you analytics to help you keep track of what your audience likes and doesn’t. Alternatively, you might consider Google Analytics to measure blog and web page performance.
Additionally, make your goals SMART – to do so, take a look at How to Write a SMART Goal [+ Free SMART Goal Template].
Here are a few tools that can help you track and measure the success of your marketing goals:
HubSpot Marketing Hub
The Marketing Hub allows you to consolidate all of your marketing tools into one centralized platform.
Too often, you’ll find a tool that’s powerful but not very easy to use. With this tool, you can attract users with blogs, SEO, and live chat tools. You can then convert and nurture those leads through marketing automation, the landing page builder, and lead tracking features.
With custom reporting and built-in analytics, you can analyze your data and plan out your next move. Plus, HubSpot Marketing Hub integrates with over 500 tools.
Pricing: Free; Starter, $45/month; Professional, $800/month; Enterprise, $3,200/month.
Trello
Trello keeps your marketing team on track and openly communicating about the projects they’re working on. Create boards for individual campaigns, editorial calendars, or quarterly goals.
Built-in workflows and automation capabilities keep communication streamlined, and simplicity keeps your marketing team focused on the work that matters.
Pricing: Free; Standard Class, $5/month; Premium Class, $10/month for 100 users; Enterprise, $17.50/month for 250 users.
TrueNorth
TrueNorth is a marketing management platform built to help you hit your marketing goals. Built specifically for marketing teams, TrueNorth turns your marketing strategy into a visual projection of your growth, which is used to create monthly milestones that help you stay on track.
One of the key benefits of TrueNorth is that it centralizes all of your ideas, campaigns, and results in one place, with everything tied back to your goal.
Pricing: $115/month (free for 30 days).
Monday.com
Everything on Monday.com starts with a board or visually driven table. Create and customize workflows for your team and keep groups, items, sub-items, and updates synced in real-time.
You can also transform data pulled from timeline and Gantt views to track your projects on Monday.com and ensure deadlines have been met. Plus, with more than 40 integrations — from SurveyMonkey to Mailchimp and, of course, HubSpot — you can visualize your data and ensure your whole company is collaborating.
Pricing: Basic, $8/month/seat; Standard, $10/month/seat; Pro, $16/month/seat; Enterprise, contact for pricing.
SEMrush
SEO continues to be a huge factor in the successful ranking of your website.
SEMrush allows you to run a technical SEO audit, track daily rankings, analyze your competitor’s SEO strategy, research millions of keywords, and even source ideas for earning more organic traffic.
But the benefits don’t stop at SEO. Use SEMRush for PPC, building and measuring an effective social media strategy, content planning, and even market research.
Pricing: Pro, $119/month; Guru, $229/month; Business, $449/month.
Buzzsumo
BuzzSumo allows you to analyze data to enhance and lead your marketing strategy, all while exploring high-performing content in your industry.
Use the platform to identify influencers who may help your brand reach, monitor comments, and find trends to make the most of every turn.
As your needs evolve, you can also leverage their crisis management and video marketing tools.
Pricing: Plus, $179/month; Large, $299/month; Enterprise, contact for pricing.
Crazy Egg
Need to optimize your website this year? Consider getting started with Crazy Egg. You’ll be able to identify “attention hotspots” on your product pages, track ad campaign traffic on your site, and understand if shoppers are clicking where you want them to.
You can even make sure your “Buy Now” buttons are in the best place.
Crazy Egg also offers recordings, A/B testing, and more to help ensure your website is offering the best user experience.
Pricing: Basic, $24/month; Standard, $49/month; Plus, $99/month; Pro, $249/month; Enterprise, contact for pricing.
5. Review your media.
Decide what you already have in your arsenal that can help you create your strategy. To streamline this process, think of your assets in three categories – paid, owned, and earned media.
- Paid media means any channel you spend money on to attract your target audience. This includes offline channels like television, direct mail, and billboard to online channels like social media, search engines, and websites.
- Owned Media refers to any of the media your marketing team has to create: pictures, videos, podcasts, ebooks, infographics, etc.
- Earned media is another way to say user-generated content. Shares on social media, tweets about your business, and photos posted on Instagram mentioning your brand are all examples of earned media.
Gather your materials in each media type and consolidate them in one location to have a clear vision of what you have and how you can integrate them to maximize your strategy.
For example, if you already have a blog that’s rolling out weekly content in your niche (owned media), you might consider promoting your blog posts on Twitter (paid media), which customers might then reTweet (earned media). Ultimately, that will help you create a better, more well-rounded marketing strategy.
If you have resources that don’t fit into your goals, nix them. This is a great time to clean house and identify gaps in your materials.
6. Audit and plan media campaigns.
Cleaning house segues straight into this step. Now, you must decide which content is going to help you.
Focus on your owned media and marketing goals. For instance, will updating the CTAs at the end of your blog posts help you increase RSVPs to your event?
Next, look at your buyer personas. Let’s say you work for a video editing software company. If one of your persona’s challenges is adding clean sound effects to their videos but you don’t have any content that reflects that, make a 15-second demo video for Instagram to show how great your product is at solving that challenge.
Finally, create a content creation plan. The plan should include topic clusters, goals, format, and channel for each piece of content. Be sure to include which challenge it’s solving for your buyer persona.
For ideas on content creation or a more in-depth look at how to create a content plan, check out our post, The Ultimate Guide to Content Creation.
7. Bring it to fruition.
At this point, your market research and planning should help you visualize how your strategy will be executed – and by which teams.
The final step is to bring that all together and assign actions to your plans.
Create a document that maps out the steps you need to take to execute your campaign. In other words, define your strategy.
Think long-term when creating this document. A standard strategy document is 12 months. This structured timeline should be the home base for your strategic marketing efforts.
To paint an example, let’s go back to the video software company.
Maybe in January, you will launch a software update that improves the exportation process for users. In April, you want to publish an ebook that explains editing terms to your buyer personas, and in September, you plan to launch an integration with other software.
Remember, your digital strategy is unique to your business, so the document should be as well. As long as the strategy includes the pertinent details outlined in previous sections, you’ll be set.
Now that we’ve explored the critical steps of a complete marketing strategy, let’s look at some “Why didn’t I think of that?” strategies to inspire your own.
Examples of Successful Marketing Strategies
1. Regal Movies
Digital strategy: Owned media
Regal Movies took the Halloween spirit to a new level, even renaming its Twitter account to reflect the spirit of the season. This “Monster Madness” poll is a fun, interactive way to get followers invested in Regal’s content:
Regal’s tweet is an example of owned media because the company was in full control of the answers followers gave (and, apparently, American Werewolf didn’t stand a chance).
Regal effectively kept true to their brand by using only classic movies in their poll while still putting a modern spin on it.
This is also a good example of how retweets don’t necessarily equal success. While four retweets aren’t that big of a deal, check out the votes: 461. That means there were over 400 interactions with a single tweet.
2. La Croix
Digital strategy: User-generated content, earned media
User-generated content is one of the best ways to gain traction in your strategy.
It demonstrates your appreciation for loyal customers, builds community, and also incentivizes other users’ to promote your products for the chance at a similar shout-out.
Plus, sometimes the content your brand loyalists create is really, really good.
In this case, the consumer is praising the brand’s product. Doesn’t get better than a fantastic review like that.
3. Small Girls PR
Digital strategy: Event marketing
Wait, is that Keke Palmer?
Small Girls PR is a boutique PR company based in New York, and one of the company’s talents is throwing amazing events for their clients, like Olay. This event recap carousel on Instagram is an effective event marketing example, as it boosts awareness for your brand and offers social proof by featuring a public figure.
4. Superside
Digital strategy: Paid media
Design agency Superside launched an Instagram ad to promote a lead magnet: Their digital ad design guide. While the brand may have created the guide specifically for paid promotions, it’s also possible that they repurposed a high-performing blog post into a downloadable ebook.
In this case, all they had to do was repackage their current content, build an ad around it with creative assets, and run it.
In previous sections, we discussed the power of leveraging multiple forms of media in your marketing strategy. This is a great example of it.
5. Target
Digital strategy: Paid media, Twitter cards
If you’ve got the budget for paid media, take full advantage of it.
Paid media is when you pay social channels, like Twitter, to promote your content on their site. By doing this, your content reaches new audiences you might not be able to reach organically:
This inclusive ad from Target about fall shopping uses Twitter cards to promote the brand and make shopping easy with the click of a button.
More social channels are offering ways for shoppers to purchase in-app or close to it, driving sales and boosting exposure for brands.
What to Expect After Following Your Marketing Process Steps
Ultimately, creating a complete marketing strategy isn’t something that can happen overnight. It takes time, hard work, and dedication to ensure you’re reaching your ideal audience, whenever and wherever they want to be reached.
Stick with it (and use some of the resources we’ve included in this post), and over time, research and customer feedback will help you refine your strategy to ensure you’re spending most of your time on the marketing channels your audience cares most about.
Editor’s note: This post was originally published in October 2019. It has been updated for freshness and accuracy.
MARKETING
The key to correcting the C-suite trust deficit
Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among the shortest of roles in the C-suite. If you dive deeper, you’ll find that CEOs don’t seem to trust CMOs.
Boathouse’s CMO Insights study (registration required) noted several sobering conclusions:
- 34% of CEOs have great confidence in their CMOs.
- 32% of CEOs trust their CMOs.
- 56% of CEOs believe their CMO supports their long-term vision.
- And only 10% of CEOs believe their CMO puts the CEO’s needs before their own.
If these statistics also apply to the CMO’s entire organization, then it’s clear we have a trust problem with marketing leadership.
If you haven’t read Patrick Lencioni’s “The Five Dysfunctions of a Team,” I consider it required reading for anyone in any leadership role. In his book, Lencioni builds a pyramid of dysfunctions that need to be addressed for a team to succeed. The foundational dysfunction — with which one cannot build a successful team — is “absence of trust.” We see it at scale with marketing organizations today.
Introducing objectivity through data
In “Hamlet,” Shakespeare writes, “There is nothing either good or bad, but thinking makes it so.” Each organization that makes up a company looks at the company from a different perspective. What marketing sees as positive, finance may see as negative. But who’s right? No one.
Usually, there is no objectivity because leadership comes up with an idea and we execute it. It’s like the fashion proverb “Beauty is in the eye of the beholder.” Unfortunately, we’re going to struggle to run a profitable organization if it’s run like a fashion show.
Therefore, we need to introduce objectivity to how we work. Leadership needs to come together to agree on goals that align with the goals of the broader organization. One element of this conversation should be an acknowledgment that this is turning a ship.
Often leaders — especially those without marketing backgrounds — are likely to expect instant gratification. It’s going to take time to turn the ship and you and your team would do well to set reasonable expectations right away.
Dig deeper: KPIs that connect: 5 metrics for marketing, sales and product alignment
Aligning goals and metrics across the organization
With goals in hand, we need to assign metrics to their progress and agree on the source(s) of truth. Once these objective measures are in place, perspective doesn’t matter. 2 + 2 = 4 regardless of whether you’re in HR or accounting.
Every public road has a speed limit and whether you’re in compliance with it has nothing to do with your perspective. If you’re above it, you’re wrong and subject to penalties. Referring to the fashion example, it’s not a fashion show where some people like a dress and others don’t.
By using data to objectively measure marketing’s progress within the organization and having the rest of the leadership buy into the strategy, we build trust through objectivity. Maybe the CEO would not have chosen the campaign the marketing team chose.
But if it was agreed that a >1 ROAS is how we measure a successful campaign, it can’t be argued that the campaign was unsuccessful if the ROAS was >1. In this example, the campaign was an objective success even if the CEO’s subjective opinion was negative.
Data-driven campaign planning
Within the marketing organization, campaigns should always be developed with measurement top of mind. Through analysis, we can determine what channels, creative, audiences and tactics will be most successful for a given campaign.
Being able to tell the leadership team that campaigns are chosen based on their ability to deliver measured results across metrics aligned to cross-departmental goals is a powerful message. It further builds trust and confidence that marketing isn’t run based on the CMO’s subjective opinions or gut decisions. Rather, it’s a collaborative, data-driven process.
For this to be successful, though, it can’t just be for show, where we make a gut decision and direct an analyst to go find data to back up our approach. This would be analytics theater, which is a perversion of the data. Instead, tell the analyst what you think you want to do and ask them to assess it.
For the rest of the organization’s leadership, ask questions when the marketing team presents a campaign. Find out how they came up with the strategy and expect to hear a lot about data — especially the metrics you all agreed would support the company’s overarching goals.
Dig deeper: 5 failure points of a marketing measurement plan — and how to fix them
Data literacy: Building credibility through transparency
Building trust doesn’t happen overnight, but a sustained practice of using data to drive marketing leadership’s decisions will build trust if the metrics ladder up to the organizational goals and all of leadership is bought into the measurement plan.
Over time, this trust will translate into longer tenure and more successful teams through building the infrastructure needed to tackle Lencioni’s five dysfunctions.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
MARKETING
How Tagging Strategies Transform Marketing Campaigns
As a marketer, I understand how today’s marketing campaigns face fierce competition. With so much content and ads competing for eyeballs, creating campaigns that stand out is no easy task.
That’s where strategies like tagging come in.
It helps you categorize and optimize your marketing efforts. It also helps your campaigns cut through the noise and reach the right audience.
To help you out, I’ve compiled nine ways brands use a tagging strategy to create an impactful marketing campaign.
Let’s get to it.
How Brands Use a Tagging Strategy
Tagging involves using keywords or labels to categorize and organize content, products, or customer data. You attach tags to specific items or information to make searching, sorting, and analyzing data easier.
There are various types of tags, including meta tags, analytics tags, image tags, hashtags, blog tags, and more.
So, how do brands use a tagging strategy to make their marketing campaigns stand out?
Improve Social Media Engagement
With over 5 billion users, social media provides an easy way to connect with your audience, build relationships, and promote your offerings.
Use a tagging strategy to boost social media interactions. Consistently use hashtags that align with current trends and topics. This encourages people to interact with your content and boosts content visibility.
You can also use tags to monitor brand mentions of your products or your industry. This allows you to engage with your audience promptly.
Consider virtual social media assistants to streamline your tagging strategy. These AI-driven tools can suggest relevant hashtags, track mentions, and automate responses. Implementing them can save time and resources while ensuring consistent engagement across your socials.
Build a Personal Brand on LinkedIn
LinkedIn is the world’s largest professional networking platform, with over 1 billion members across 200 nations. It offers excellent opportunities for individuals and businesses to build and nurture their brands.
However, simply creating a professional profile isn’t enough to build a personal brand on LinkedIn.
Use various tags to increase your visibility, establish thought leadership, showcase expertise, and attract the right connections. For instance, use skill tags to showcase your expertise and industry tags to attract connections and opportunities within your industry. Use certification tags to help showcase your expertise and credibility to potential employers or clients.
Facilitate Customer Segmentation and Personalization
Personalization matters—more so in today’s data-driven world. In fact, 65% of consumers expect your brand to adapt to their changing preferences and needs.
To meet this expectation, consider using a tagging strategy.
Segment your customers based on shared characteristics, such as demographics, interests, purchase history, cart abandonment, and behavior.
Here’s a summary of the steps to customer segmentation.
With your customer segments ready, use tags to tailor your marketing messages and offerings to specific segments. Imagine sending targeted email campaigns based on what your customers need. That’s the power of segmentation and tagging in action!
Enhance SEO and Content Discoverability
Tagging content can have a profound impact on search engine optimization (SEO) and content discoverability. When users search for specific topics or products, well-tagged content is more likely to appear in search results, driving organic traffic to your website.
Additionally, tags can help you analyze the most popular topics with your readers. Then, the results of this analysis can help you adjust your content strategies accordingly.
And get this— certain AI tools can help analyze your content and suggest relevant tags and keywords. Using these tools in addition to a tagging strategy can help optimize your SEO strategies and boost content discoverability.
Partner with the Right Influencers
Influencer marketing has become a go-to marketing approach for modern brands. Recent stats show that 85% of marketers and business owners believe influencer marketing is an effective marketing strategy.
But how do you find the perfect influencer for your campaign?
Utilize tags to identify influencers who are relevant to your niche. Beyond this, find influencers who align with your brand values and target audience.
Additionally, look for influencers who use hashtags that are relevant to your campaigns. For instance, fashion influencer Chiara Ferragni uses #adv (advertising) and #ghd (good hair day) hashtags in this campaign.
Monitor industry-specific hashtags and mentions to discover influential voices and build profitable relationships with them.
Track Hashtag Performance
Tracking your hashtag performance helps you understand your campaigns’ engagement, reach, and effectiveness.
To achieve this goal, assign special hashtags to each marketing project. This helps you see which hashtags generate the most engagement and reach, enabling you to refine your tagging strategy.
Here’s an example of a hashtag performance report for the #SuperBowl2024.
This curated list of hashtag generators by Attrock discusses the top tools for your consideration. You can analyze each and choose the one that best fits your needs.
Categorize Content Accordingly
The human attention span is shrinking. The last thing you want is for your audience to have difficulty in finding or navigating your content, get frustrated, and bounce.
Untagged content can be difficult to navigate and manage. As any marketer knows, content is important in digital marketing campaigns.
To categorize your content, identify the main categories by topics, themes, campaigns, target audiences, or product lines. Then, assign relevant tags based on the categories you’ve identified. After that, implement a consistent tagging strategy for existing and new content.
Organizing your content using tags can also help streamline your content management workflow. Most importantly, readers can easily find the content they’re looking for, thereby boosting overall user experience, engagement, and conversions.
Boost Your Email Marketing Strategy
Email marketing remains a powerful marketing tool in today’s digital world. It’s also another area where brands use a tagging strategy to directly reach their target audience.
Use tags to segment your email list and personalize your marketing messages. Then, you can send targeted emails based on factors like purchase history, interests, and demographics.
Personalization can significantly improve open rates, CTRs, and overall engagement and conversion rates. It’s a simple yet impactful strategy to make your email marketing strategy more effective.
Plus, you can use tags to track how well your emails perform with each group. This helps you understand what content resonates best with your audience and provides insight on how to improve your emails going forward.
Enhance Analytics and Reporting
Every marketer appreciates the immense value of data. For brands using tagging strategies, tags are powerful tools for gathering valuable data.
Analyze how users interact with your tagged content. See which tags generate the most clicks, shares, conversions, and other forms of engagement. Gain insight into audience preferences and campaign effectiveness.
This granular data about your marketing efforts allow you to make data-driven decisions, allocate resources effectively, and refine your marketing strategies.
Final Thoughts
There isn’t a single correct way for brands to use a tagging strategy in marketing. You can use a tagging strategy however you see fit. However, the bottom line is that this strategy offers you a simple yet powerful way to create attention-grabbing and unique marketing campaigns.
Fortunately, tagging strategies are useful across various marketing initiatives, from social media and email marketing to SEO and more.
So, if you’re ready to elevate your marketing campaign, build a strong brand presence, and stand out among the competition, consider employing effective tagging strategies today.
MARKETING
Tinuiti Recognized in Forrester Report for Media Management Excellence
Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Media Management Services Landscape, Q2 2024.” In an overview of 37 notable providers, this comprehensive report focuses on the value B2C marketing leaders can expect from a media management service provider, and analyzes key factors to consider when looking for a media management partner such as size and business scenarios. B2C marketing executives rely on media management services to:
- Augment the efficacy of media investments
- Bridge media impressions to commerce transactions
- Enhance ad campaigns to drive performance
Report authors, VP, Principal Analyst Jay Pattisall and Senior Analyst Nikhil Lai call attention to the pressing need for providers to prove their value, deliver profitable ROAS, and drive alignment between CMOs and CFOs and thus liberate strained marketing budgets.
Our Always-On Incrementality tool – which is a part of our patented tech, Bliss Point by Tinuiti – empowers marketers to validate the incrementality of their spend on each ad set, media channel, and marketing tactic so marketers can create stronger, more focused campaigns that get the job done without sacrificing the bottomline.
B2C marketing leaders often seek and expect key business scenarios from media management service providers including media measurement and attribution, data strategy, and marketing mix modeling. MMM’s adaptability to the post-cookie/ post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
According to the Forrester report, “46% of senior B2C marketing and advertising decision-makers say they plan to integrate performance and brand media assignments with a single media agency in the next 12 months…”
In our quest to better understand all revenue-driving aspects of a given campaign, we have started on a process to quantify the impact of Brand Equity, which we believe is one of the largest missing pieces in more accurate and complete measurement.
Learn more about Bliss Point by Tinuiti, our use cases, and our approach to performance and brand equity.
The Landscape report is available online to Forrester customers or for purchase here.
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