Overarching Marketing Strategy

As mentioned before, marketing is more than just advertising products or media channels. It’s about creating an overarching message to appeal to your audience, integrating all of the parts of your business, and using different tools to achieve that goal.

A good way to think about this is in terms of your personal brand. You have your own identity and lifestyle that people perceive when they meet you, but beyond that, you also position yourself as someone who has knowledge and expertise in certain areas.

You develop these positions through repeated interactions with others, so the importance of having great relationships and interacting with right people goes hand-in-hand with developing your career.

As we know, being able to articulate why your product/service is the best takes lots of research and preparation, which are both strengths of yours if you want to keep growing.

But aside from those practical applications, what makes you worthy of spending money on your product or service? Why should anyone trust you?

It's going to take some work, but thinking about how you can promote yourself and your offerings on a daily basis will pay off in the long run.

Buy advertising

overarching marketing strategy

Advertising is one of the most important parts of marketing any business. You can spend money to bring in new customers, keep current customers, or both by using advertisements.

The two main types of advertising you will come across are direct-response ads and brand awareness ads. Direct-response ads tell your audience about a product or service that they could buy, while brand awareness ads promote a company’s image or reputation.

Direct-response ads include full-page ads, banner ads, and YouTube commercials. Full-page ads take up an entire page of a magazine, newspaper, or website, and usually cost around $1,000 per month. Banner ads are small pictures or statements that link to another site, and costs average around $100 per day. For example, if your restaurant had a banner ad with “Dinner for two tonight? Chipotle!” then people who visit that site may choose to eat at Chipotle because it sounds good.

Brand awareness ads are much more expensive than direct response ads but have higher return rates. A popular type of brand awareness advertisement is sponsored content. Sponsored articles and videos contain links to products or services paid for by the advertiser. By adding these products into the article, the author gains credit for including them and the advertisers gain exposure.

There are many ways to advertise online and this article does not cover all of them. What I do recommend however, is looking into Google Ads and Facebook Ads.

Start a business account

overarching marketing strategy

Starting your own business comes with many responsibilities, not the least of which is keeping up with all of the accounts you have. You will need to create an individual profile on every website that requires you to log in or use their services. This includes social media sites like Facebook and Twitter as well as professional networking sites like LinkedIn.

Once you are able to access these accounts, then you must verify your identity by confirming names, addresses, phone numbers and emails. An easy way to do this is to use Google Authentication which can be done through Gmail.

By having this authentication, everything you put online using any one of these accounts is linked back to yourself and your personal information. It also helps prevent people from creating fake accounts to make it easier for them to access the service or add someone else as a user.

Develop a marketing plan

overarching marketing strategy

As mentioned before, creating an overarching marketing strategy is important in starting your business! This is one of the first steps in developing your business because it sets the tone for how you will market your company.

Your marketing strategy should include what products or services your business offers, as well as who your target audience is. You can also describe how your business will advertise to this audience.

This way, your customers know what to expect from you and yourself. Make sure to stay focused on these points to keep your advertising consistent.

If you are already offering a product or service, then why not develop new ways to promote it? For example, if you sell skincare products, start up some blogs about beauty tips for seasonal changes or ways to manage your skin condition.

These could be general health related sites that talk about how to care for your skin or speciality site that focus on a certain type of skin like rosacea or dry skin.

Focus on customer service

overarching marketing strategy

As mentioned before, your business has a mission – to make money. With this overarching marketing strategy, you can begin to focus on what things contribute to your company’s success in achieving that goal.

One of the biggest reasons why people will not do business with your company is because they feel like they cannot count on you. You may also be known for poor quality or no quality at all, which creates an uncomfortable experience for those who need or want your products or services.

By having an overall vision of where your company wants to go, you can put more emphasis on other parts of the campaign. For example, if your company wants to increase its sales, then improving your customer service skills is important.

Your customers are one of the most powerful tools you have as a business owner. They spend time investing in your product or service, so it is essential to treat them with respect and kindness.

Distribute promotional materials

overarching marketing strategy

As mentioned before, your marketing strategy does not really begin until you start distributing promotional material or advertisements for your business. This is an important step in creating a successful business because it requires to be done consistently every day to keep up with what has worked and what has failed in the past!

Distributing promotional materials includes things like putting up flyers, handing out pamphlets, publishing an article online, posting about your business on social media sites, and even giving talks about your business to other people. It all depends on the type of product you sell and the medium that works best for you.

For example, if you are trying to get more customers for your cleaning service, then writing an article about how to do your own housecleaning is a great way to spread your message. Or if you have a book you want to promote, give away free copies of it to local businesses or community groups so others can read it and learn something new from you.

Offer a unique product

overarching marketing strategy

As mentioned before, your marketing strategy is determined by what products and services you offer to customers. What kind of product or service you are offering them comes down to one thing – what you're selling.

If you're offering poor quality merchandise that will break quickly, this won't set well with most buyers. If you're not clearly defining who your product is intended for, then it can be difficult to succeed.

Your overall success in business depends heavily on how well you market yourself and what messages you convey about your company and its products.

As we've discussed earlier, branding is an integral part of any successful business. Yours sounds vague and unclear which hinders effectiveness.

In fact, research shows that 70% of people spend more than half their time thinking about the brand behind a product. This includes things like logos, colors, and brands they associate with yours!

By investing in smart branding, you increase the chances of repeat purchases and referrals. Create a solid identity that leaves a lasting impression.

Identify your target market

overarching marketing strategy

A key part of any marketing strategy is knowing who you want to reach and what messages will be most effective on them. What services or products are they looking for? If you don’t have those things, then it makes sense to look at ways to get close to that audience and test out different strategies and media to see what works.

As mentioned before, one of the biggest mistakes business owners make is thinking that everyone wants their product or service. They believe that if people wanted their product or service, they would come looking for it!

This isn’t true – there are always going to be people in this world who want something new, but not too many.

Create a social media presence

overarching marketing strategy

As we have seen, having a social media account is not enough; you must know what to include in your profile, how to use it, and how to market yourself through it.

Having a social media account does not make people look at you as an authority or expert on health and wellness!

It can be tricky to find the balance between sharing information that no one has asked for and promoting products or services that are clearly expensive or difficult to acquire.

That’s where marketing strategies come into play.

Marketing strategies refer to ways to promote a product or service by looking at the things beyond just the offering of the product itself.

These components may include how much the product costs, whether there are special offers on it, and if it is self-explanatory and easy to understand.

A great way to apply this concept to health and wellness is to create an overarching marketing strategy.

Instead of thinking about individual accounts like Facebook, Twitter, and Pinterest, think about all of the different areas of wellness that you want to spread your message across.

Create an overall plan to grow your audience, engagement, and knowledge around healthy living.

About The Author

Tiara Ogabang
Tiara Joan Ogabang is a talented content writer and marketing expert, currently working for the innovative company juice.ai. With a passion for writing and a keen eye for detail, Tiara has quickly become an integral part of the team, helping to drive engagement and build brand awareness through her creative and engaging content.
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