Strategic Marketing Consulting (SMC) is an effective tool used by many businesses today. It is certainly not a new invention, but its use has increased exponentially, with an exponential increase in its applicability.
So, what exactly is the difference between competitors and your company? How much does this difference matter and how much does it matter to you?
A business must first define and determine what its product or service offers. Once this has been determined, a company then creates a strategic marketing plan, or a marketing strategy. The purpose of this strategy is to identify your unique selling proposition, or unique selling point. It also attempts to identify your target audience and how best to reach them, as well as to provide a reason for being different from your competition.
Once the above is determined, a company would then create a marketing plan and go about developing an SMC strategy. A strategy consists of several components, such as the sales copy, a product brochure, a website, and a marketing plan. Together, all of these components create a coherent whole, which we will explore in further detail below. A sales copy is considered the foundation on which all other components are built.
There are a number of potential difficulties inherent in developing a solid sales copy for any business.
One difficulty is the creation of content, which can be time consuming and difficult to produce. Another potential problem is developing a concise yet compelling sales strategy. Additionally, many businesses struggle with a lack of communication with their clients, which is another stumbling block when it comes to their sales strategy development. However, an SMC firm has the resources and expertise in place to address these various issues, and often find solutions to each of these problems through a customized fit.
Strategic planning facilitates the identification of the most appropriate strategic marketing consulting approach.
It is done through an in-depth analysis of the company’s present circumstances and expectations, including goals, methods of operation, market share, competitors, customer needs, and other pertinent information. All of this information is then translated into a series of strategic decisions, which in turn provide the framework upon which SMC can be implemented. These decisions will vary depending on the specific circumstances of the company, but generally include decisions related to marketing, sales, customer service, and human resources.
Through this process, future opportunities for growth within the company are identified and worked towards, as well as identifying the current problems that hinder future growth.
First, marketing is a strategic process that involves multiple channels, all of which must be in place for the marketing to be successful. While some strategies may work for one company, they may not work for yours, depending upon the unique situation.
Second, while some marketing approaches work better with some products than others, it is also true that some marketing approaches work better with certain types of products and brands over others.
Third, while some types of marketing consultants work better with certain industries than others, it is also true that the types of businesses change frequently, meaning that the strategies used by consultants in one place may not be appropriate in a matter of months.
Now that we have defined and explained what a strategy is, let us discuss how a strategic marketing plan should be written.
A thorough SMC plan addresses every issue that you believe is important to your business. It is not necessary to write a full-on strategy for every scenario that could occur, but it is necessary to develop an effective “game plan” for every eventuality. This includes scenarios in which the marketing strategy is ineffective, scenarios in which it would be more productive to hire a digital marketing consultant, and scenarios in which the current marketing strategy could be improved, modified or improved upon.
The fourth component is a customer experience or value statement.
Your customer experience defines the entire value proposition for your business, including both the end-user experience and your corporate branding experience. This customer experience statement will go into great detail describing what your customers can expect to gain from doing business with you and what they can do to ensure that they get the kind of product and service that they are paying for. A strategic marketing plan will also address the ways in which the customer experience can be improved.