SME MARKETING offering and how this affects the impact with the target audience . Meaningful stories help to drive a compelling call to action .
How can I reach my target audience ?
My traditional approach to reach was choosing platforms , particularly on social media , based on client demographics , preferred activities , hot topics , and data analysis . This gives an idea of who is interacting with which platform or media but does not give adequate information on conversion .
A strategy for media optimization is better , as it seeks to clearly define the benefits of each platform . Furthermore , it also indicates how the different methods connect to each other .
Clients want marketers to drive their growth agenda . I knew this , but I had not learned enough to properly share a strategy with my client . Luckily , my client was willing to give me more time to refine my ‘ Magnum Opus ’ to meet their needs .
“ Clients are seeking competitive advantage and lasting results with each marketing activity they explore . They are looking for an edge , a secret that gives them some power in their industry and over their competition . ”
Today , I ensure that the marketing goals are well aligned with the business goals , as are clear points for delivery . Furthermore , the description of ROI goes beyond spend and output , and now includes a range of benefits including monetary and any other points the client may value .
For me , the marketing plan is playing second fiddle to the marketing strategy . Marketing Strategy is the Foundation , The Marketing Plan is the Structure . And the way I see it , marketing strategy will soon be my ‘ new normal ’. ■
Valerie Ambetsa Siganga is the Growth Strategist at Pink Africa Marketing , a Marketing Agency that helps businesses grow . You can commune with her via email at :
valerie @ pinkafricamarketing . com
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