HOW TO DEVELOP AN

EFFECTIVE MARKETING
STRATEGY??

by Elsa MANGA
Marketing and Business Development Advisor
 Training Objectives

Acquire the necessary skills to develop an effective marketing strategy

Be able to implement, analyze and optimize marketing campaigns

Apply the tools and methods taught to real-world situations encountered in

the professional world
The Importance of an Effective Marketing Strategy

A solid marketing strategy is essential for:

Achieving your business goals

Strengthening your brand's visibility

With the right tools and tactics, you can create engaging campaigns that reach your
target audience and generate tangible results.
 1. Define Your Marketing Goals: How to Set SMART Objectives ?

Specific Mesurable
Set precise and clear goals that meet your Ensure that your goals are quantifiable so you
specific needs, such as increasing sales by 20% can track their progress and evaluate the
or generating 500 new subscribers. effectiveness of your actions.
Relevant
Define goals that align with your
overall strategy and contribute to
achieving your business objectives.

Achievable
Time-bound:
Set realistic and achievable goals based on
Set a timeframe for achieving your goals (very
your resources, expertise, and market.
short term, short term, medium term, or long
term).
2. Analyze Your Market and Target Audience

Market Define Your Study Your Smart

Knowledge Target Customers Segmentation

Conduct an in-depth Identify your Conduct qualitative Divide your market

analysis of your potential customers and quantitative into homogeneous
industry, trends, and precisely in terms of research with your subgroups to target
unmet customer demographics, target audience to each with
needs. This purchasing better understand appropriate
understanding will behaviors, and their motivations, marketing actions.
help you preferences. This challenges, and This segmentation
strategically position will allow you to expectations. This will help maximize
your offer. develop tailored will provide valuable the impact of your
messages and insights to shape campaigns.
campaigns. your strategy
3. Analyze Your Competition

Direct Price Analysis Study Promotional Content Strategy

Observation Actions Analysis

Visit competitors' Compare Observe Examine content

physical stores or competitors' competitors' published by
those where their product/service promotions, competitors on
products are present prices with yours to advertising websites, blogs, and
to evaluate their understand their campaigns, and social media to
location, visual pricing strategy and marketing actions in understand their
presentation, any ongoing local media approach and
quality, consumer promotions. (newspapers, engagement.
behavior towards billboards, etc.)
them, etc.
 4. Define the Marketing Strategy
Positioning and Unique Value Proposition (UVP) 1

• Define how the company wants to be perceived by customers compared to 2 M arket Segmentation
the competition
• Clarity: The UVP should be simple and easy to understand. It must clearly • Divide the market into segments based on demographic, geographic,
express what the company offers differently and better psychographic, and behavioral criteria.
• Relevance: It should directly address the needs or desires of the target • Identify and understand the different segments of potential customers
customers. It should demonstrate how the product or service solves a and specific needs and expectations of each segment
problem or improves customers' lives • Evaluate the size and potential of each segment.
• Uniqueness: As the name suggests, the UVP should highlight something
that only the company can offer or at least significantly different from its
competitors
• Specific Benefits: The UVP should detail concrete and measurable benefits,
whether functional (e.g., superior quality, speed) or emotional (e.g.,
prestige, pleasure).
Developing the Marketing Mix 3 • Product: Define the characteristics and benefits of the product or service.
• Price: Determine a pricing strategy that reflects the perceived value and market
position.
• Distribution: Choose the most effective distribution channels to reach the target
customers.
• Communication: Effectively communicate with the target audience to create
awareness and stimulate sales.
5. Choose the Right Communication Channels for Your Business
Media Group Media Objectives
Television o Reach a broad audience,
o Raise awareness and inform about
current events.
o Promote products and services
through advertisements.
Radio o Reach local or specific audiences (e.g.,
motorists).
o Provide quick and real-time updates.
o Broadcast entertainment,
information, and music programs.
Traditional Media

Print Media (newspapers, magazines) o Provide detailed and in-depth news

coverage.
o Target specific niches (e.g., fashion,
science magazines).
o Promote ideas, products, or services
through printed ads.
5. Choose the Right Communication Channels for Your Business

Website and Blog o Share detailed and interactive information and

opinions.
o Improve online visibility through SEO. Create
communities around specific themes.

Social Media (Facebook, Twitter, Instagram, LinkedIn, etc.) o Engage directly with the public and get instant
feedback.
o Promote events, products, and services in a
targeted manner.
o Build and manage brand reputation.

Digital Media

Email marketing o Communicate directly with specific audiences.

o Promote products, special offers, and events.
o Maintain and strengthen customer
relationships.
5. Choose the Right Communication Channels for Your Business

Online Videos (YouTube, Vimeo, etc.) o Provide engaging and attractive visual content.
o Educate, inform, or entertain through
tutorials, vlogs, etc.
o Promote products and services with visual
demonstrations.

Audio-Visual Media Podcasts o Share in-depth information and discussions on

specific topics.
o Reach audiences during mobile moments (e.g.,
driving, exercising).
o Create niche content for specific audiences.

Billboards, Posters, etc.: o Reach a broad audience in public places.

o Increase brand awareness through repeated
exposure.
o Promote local events, special offers, or
products..
Outdoor Advertising
5. Choose the Right Communication Channels for Your Business

Trade Shows and Fairs o Showcase products and services directly to

consumers and partners.
o Establish business contacts and strengthen
professional relationships.
o Collect direct feedback and opinions on
products.

Event Media Conferences and Seminars o Educate and inform on specific topics.
o Establish expertise and authority in a given
field.
o Foster networking and professional
exchanges.
5.1. Create Quality and Engaging Content

Develop Your Creativity Careful Writing High-Quality Visual Conten

Get inspired by current trends Ensure the quality of your texts Invest in quality photo and video
and use your imagination to by paying attention to spelling, equipment to create high-quality
create unique and captivating grammar, and message fluidity visual content that will captivate
content that reflects your your audience.
brand's identity.
5.2. Foster Customer Loyalty and Generate Word-
of-Mouth

Provide an Exceptional Customer Implement a Loyalty Program

Experience
Ensure your customers are fully satisfied Reward your most loyal customers with
with their interactions with your exclusive offers, loyalty points, or other
company. This will foster their loyalty and benefits. This will strengthen their
encourage them to speak positively attachment to your brand.
about your brand

Encourage Positive Word-of-Mouth

Offer your customers incentives such as discounts or bonuses to recommend your products or
services to their network.
7. Measure and Analyze the Performance of Your Actions

Conversion Rate: Measures the percentage of visitors or prospects who perform a desired action (purchase, registration,
download, etc.).

Customer Acquisition Cost (CAC): Calculates the average cost needed to acquire a new customer

Return on Investment (ROI): Evaluates the return generated by marketing investments compared to the costs incurred.

Open Rate and Click Rate: For email marketing campaigns, these KPIs respectively measure the number of emails opened
and the number of clicks on included links.

Market Share: Represents the portion of the targeted market held by the company.

Number of Qualified Leads: Measures the number of prospects considered to have high purchase potential.

Cost Per Lead (CPL): Average cost to generate a qualified lead.

Revenue Generated: Total sales generated through marketing efforts

Social Media Engagement: Measures the level of user interaction with content published on social platforms (number
of likes, shares, comments).
 Keys to a Winning Marketing Strategy

In-depth Choosing
Setting SMART In-depth Market and Defining Marketing Measuring
Competitor Communication
Objectives Target Audience Analysis Strategy Performance
Analysis Channels
Thank you for your kind attention !