Latest News

Strategy development for marketers

Deep-dive into a few hours of research, and you’ll come to the surface swimming in tactics that seemingly glint like treasure on the seabed. But once you reach the shore, what are you actually meant to do with it all?

A well-planned strategy is like a blueprint that allows you to build something that can withstand the sands of time and change. Of course, you’ll need to make tweaks along the way to move with the seasons and trends that come and go like breaking waves.

Rather than chucking together your materials as quickly as possible – highly tempting in our fast-paced world – building right first time will make your life easier in the long run. 

Honing your craft is an ongoing process that will pay dividends, which most professionals can appreciate, but have you considered that strategy development is a skill that needs to be invested in like any other? After all, your results are only as good as the blueprint that created them.

But where should you start when you’re drawing up plans? Let’s take a look.

Begin with vision

You can’t see fish in murky water, so firstly, you must achieve clarity by defining your business and its ethos – what is its core purpose? Who are you trying to serve? While deceptively simple, it’s often tricky to put concepts into words that mean the same thing to everyone. 

For example, if your company was built to serve a niche, celebrate that and steer towards it. On the other hand, perhaps you’re trying to revolutionise your industry or establish a brand that every consumer will turn to at some point. If you fall into the latter category, you may find you’re better off focusing on long-term growth goals than quick, audience-specific wins – it all depends on the course you’re plotting. 

Dividing resources strategically

Imagine you have been stranded with a small group of people on a lush deserted island with no hope of rescue. You need to find fresh water, food, and shelter to survive. However, you’ll soon have to make decisions about your long-term existence. With luck, enough teamwork, and the careful allocation of resources, you may even thrive. 

Competent leadership is vital – once everyone understands what’s at stake, someone needs to call a meeting to discuss the nitty-gritty details, otherwise known as objectives. 

Your island tribe knows their current situation and has agreed upon a vision of the future. Still, nothing will happen unless everyone has clear roles and responsibilities and access to appropriate guidance and resources. The meeting draws to a close when everyone present understands the objectives, what they should focus on and ignore, and how they’ll know their task is complete. 

Keeping the tribe together 

There will be tough times ahead – unexpected weather, recently added news, and disagreements about how to implement the plan. People skills such as listening, empathy, and firm but fair authoritative management can help smooth over the rough patches, dented egos, and conflicting priorities. 

The importance of regularly gathering together, formally and informally, to review how things are going and tweak the blueprint cannot be ignored. It won’t be an easy ride, and you’ll need to stay flexible enough to adapt and evolve.