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How to put together the right marketing strategy?

Updated: Nov 17, 2021

How to put together the right marketing strategy means you will need to take into account your target audience, your price point, your product, your company brand, and your competitors. So there is quite a lot to think about, if you are going to put together the right strategy for you.

Here we are going to give you a few examples, of how you can start to determine the best, and most appropriate, route to market for your company.

Step 1. Your target audience?

  • Broad or Niche. You will need to consider how broad or niche is this for example is it every business in the world or are you targeting 18 - 21-year-old consumers. If it is very niche it might mean that the cost per click is very expensive on paid advertising, it might also mean that the traffic is too low to get enough leads or sales or if it is too broad you might have too much competition for certain keywords but it might be cheaper for others.

  • Location of your clients. This can have an impact as different locations, use different social platforms, have different laws about email marketing, and have different levels of competition for paid and organic traffic sources.

  • Persona. How defined are the personas of your target audience? Whether it is B2B or B2C you can define personas like this:


  • Company

  • Custom lists

  • Seniority level

  • Title

  • Function

  • Industry

  • School

  • Geography


  • Gender

  • Age

  • Birthday

  • Location

  • Likes and Interests

  • Interested In Dating Men or Women

  • Relationship status

  • Language

  • Education

  • Workplaces - where they work

  • Connections - connected to pages, events, or groups

  • Friends of Connections

Step 2. Your Product/Service.

Are you focusing on selling to B2B market or B2C? There are only a couple of differences between the two. If you are B2C you are unlikely to use LinkedIn marketing or cold email marketing (in the UK it would not be legal). Otherwise, all other options are possible.

If your product is a new innovation, you will most likely use Social media, as opposed to search, as no one will yet be searching for it. You could however use keywords that would be relevant to similar products and services, but you might find you get a low conversion rate.

Are you selling online through e-commerce, or generating leads? This will change the way you would do Seach PPC. If you are selling via eCommerce, we would recommend normally Google shopping PPC, as opposed to search keywords, unless there were low competition keywords, where we could measure a return on investment. If you are selling a service, it will depend on the target audience, to whether Social or Search is more appropriate.

Step 3. What's the priority?

  • If you're looking for a long-term, lower cost per month, SEO is the best option.

  • If you want fast results for a B2B product or service, LinkedIn and Email is the best option for you.

  • If you are looking for instant quality leads and can afford a slightly high cost per lead, PPC is best for you.

  • If you are looking for low-cost leads with higher volume, Social Paid adverting is best for you.

  • If you are looking for brand awareness then Social content marketing is best.

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