William Joseph Communications

4 Questions to Answer in your Marketing Strategy

A marketing strategy is not a list of tactics designed to market a company, tied together by a schedule and limited by a budget.  It’s not even a document, though it is often preserved and communicated that way. It is a captain’s mission, eyeglass, map and compass. It clearly defines the destination, sets a course to get there, and helps ensure the ship stays on course. Navigating an ocean without a purpose and proper tools is deadly, and venturing out into the brutal red waters or calm blue waters of a marketplace is no different.

Too often people mistake tactics for strategy. Which is much the same as a novice sailor making a list of items and tools needed to cross the ocean without any real purpose or direction. He’s acquired a ship, rations, an anchor, maybe a crew, but how will our aimless seafarer employ those tools to arrive at the intended destination. Does he even have a defined destination?

Strategy defines how to employ those tools and to what aim. To be prepared, a captain must determine her destination, where she is launching from, how she will employ the tools available to reach that destination, and whether she is maintaining the right course. In other words: the business’ goals, its current state, the coordinated plan to accomplish those goals, and the measurable objectives of each component of the strategy.

At William Joseph, any marketing initiative we undertake is guided by a strategy. Your marketing initiatives should be as well. Even when designing a single tactical piece, such as a lone print advertisement not tied to a grand campaign, ask where you are, where you are going, whether you can get there, and how the tactic aligns with others to help you get there. Ideally, this is an extensive planning process that produces a comprehensive document with clear goals, strategies, tactics, objectives, responsibilities, and risk mitigation plans.

Our process is intensive, but here are 4 key questions to answer about your business that many fail to ask.

1) How is my business positioned relative to competition?

Your answer should consider the following factors:

Positioning is key. It is important that a business understand its unique position relative to competitors, in terms of product, service, or image. It must figure out what makes it special.

2) How does its offering connect with customers?

Consider the following:

This question focuses on how a business creates value for its customers and how to communicate that value.

3) Which strategies and tactics will accomplish my goals?

Consider the following:

4) How do my marketing tactics fit together and align?

Consider the following:

Before you set out, make sure you have plotted a course. Answer the above questions and you’ll be on your way to having a more complete marketing strategy.

It's only fair to share...
Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someone
> Back to Blog

Twitter

Monday, March 18th, 2019 at 11:50am
We're so happy to work with incredible organizations such as @ChoirsRedDeer and it looks like the feeling is mutual. Thanks for the kind words!

Learn more about the brand we created for CRD! https://t.co/kQFDDd8ktZ https://t.co/P2bjUcSien
wj_agency photo
Sunday, March 17th, 2019 at 7:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky https://t.co/JEf2wmdTuG wj_agency photo
Thursday, March 14th, 2019 at 12:01pm
Senior Strategist Erin will be in Grande Prairie on March 19, 11:30AM for her Marketing for Non-Profits sesh.

https://t.co/W7jBdOhYN2 https://t.co/Q5O6dfuUqT
Wednesday, March 13th, 2019 at 2:25pm
Ryan's Roundup is coming to #YXE! Join us for a night of good times filled with drinks and networking at @HudsonsPub from 4-6PM on March 15th - let's start those St. Patrick's Day celebrations early! https://t.co/uDZRbDsld3 https://t.co/uKDjjVMw3s wj_agency photo
Monday, March 11th, 2019 at 1:16pm
March 19th at 11:30 am. #GrandePrairie, our Marketing for Non-Profits WJU session is coming to you! Learn how to make your non-profit stand up and stand out. https://t.co/W7jBdOhYN2

Facebook

William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, March 18th, 2019 at 2:23pm
We're so happy to work with incredible organizations such as Choirs Red Deer and it looks like the feeling is mutual. Thanks for the kind words!

Check out the link to learn more about the brand we created for CRD!

https://www.williamjoseph.com/clients/choirs-red-deer/
William Joseph Communications
William Joseph CommunicationsSunday, March 17th, 2019 at 10:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:34pm
A big shout out to everyone that came out tonight to Ryan’s Roundup in Saskatoon. Let’s keep the spirit alive and do it again! Good folks make the world go round!
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:33pm
Over a year ago our branding and marketing strategy work started for Excel Health. Tonight, all our hard work takes centre stage at the grand opening. Congrats to such a visionary group of individuals on building such an amazing clinic.
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 3:09pm
We got into the St.Patrick’s Day spirit a couple days early at the office!

Instagram

Monday, March 18th, 2019 at 2:55pm
  • 23
  • 1
Sunday, March 17th, 2019 at 10:00am
  • 11
  • 0
Friday, March 15th, 2019 at 3:01pm
  • 43
  • 2
Monday, March 11th, 2019 at 4:51pm
  • 36
  • 2
Friday, March 8th, 2019 at 2:45pm
  • 35
  • 2