Start by looking at simple demographics: age, gender, location, and income. But don’t stop there—think about their interests, shopping habits, and even hobbies. For example, if you’re selling sports gear, targeting fitness enthusiasts or local sports clubs makes sense, right? Once you’ve nailed down who your potential customers are, it’s time to create a buyer persona. A buyer persona is an imaginary profile of your ideal customer—someone who’s a perfect fit for what you’re offering. This persona will help you understand their needs, pain points, and desires.
Don’t forget to check out your competitors as well. Look at who they’re targeting and how they’re communicating with their audience. Are they running ads on Facebook or Instagram? Are they using a particular tone of voice that resonates well? You can learn a lot just by observing what’s working for others in your industry.
Your value proposition is essentially the promise you’re making to your customers. It’s the reason they should choose your product or service over someone else’s. And it’s not just about describing what you do—it’s about explaining how you solve their problem better than anyone else.
Think of it like this: let’s say you own a local café. Your value proposition could be: “We serve the freshest, locally sourced coffee in town, perfect for people who care about sustainability.” You’re not just selling coffee—you’re offering a unique experience that appeals to people who value the environment and quality.
To craft your own value proposition, first, get to the heart of what your customers struggle with. Maybe they’re tired of poor customer service or looking for a product that lasts longer. Next, figure out how your product or service solves that problem in a way that stands out from your competitors. Is it superior quality? Better pricing? A more personalised experience? Whatever it is, make sure it’s crystal clear.
Once you’ve identified your unique value, communicate it clearly and concisely. Your customers should immediately understand why choosing your business is the best decision they could make.
You’ve got your product, and you know who you’re selling to—now, how do you get the word out? This is where your communication strategy comes in. It’s all about delivering your message to the right people at the right time, through the right channels.
Start by figuring out where your target audience hangs out online. Are they scrolling through Facebook? Checking out YouTube videos? Or maybe they’re professionals who spend most of their time on LinkedIn. You don’t want to waste time and money promoting your business on platforms where your audience isn’t active.
Timing also matters. For instance, if you’re running a special offer, you’ll want to time your ads or email campaigns when people are most likely to act. For some, that might be around payday; for others, it could be during the holiday season. A well-timed message can mean the difference between a sale and being ignored.
It’s important to mix up your channels, too. A strong marketing plan might combine social media posts, email newsletters, and paid ads to create a broader reach. Just remember to tailor your message for each platform. What works on Instagram might not work on LinkedIn, for example.
To recap, building a successful marketing strategy boils down to three key fundamentals:
Mastering these three pillars will set your business up for long-term success. Whether you’re just starting out or you’ve been in the game for a while, there’s always room to improve your marketing strategy.
The 4 Ps of marketing are the components of the marketing mix, so the marketing strategy that every business adopts. They are:
