It's now time to build and implement the detailed strategies and plans required to implement this solution.
Define your objectives - Measurable goals to measure the success of your strategy. “To increase revenue by x% over the next year,” is the classic example.
Develop the ‘marketing strategy’ - How these goals will be achieved. Classically, this will involve thinking about -
‘Segmentation’ - How the overall market can be sub-divided into defined groups that share a set of common characteristics.
‘Targeting’ - Which of these groups marketing activity will focus on.
‘Positioning’ - How the business intends to compete and be perceived in the mind of the target customer
‘Tactical planning’ - The detailed plans required to implement the strategy, involving consideration of the features of the product, price, etc. (the 4 (or 7) ‘Ps’ much featured in the traditional marketing texts.
Lean and agile approaches have turned this thinking on its head, for all the reasons discussed in ‘Understanding ‘Lean’ and ‘Agile’ marketing for small businesses
But, we still need a plan! Individual lean and agile techniques still need to work within an overall framework. After all there's little point in investing in a series of website development ‘sprints’ if you don’t know how your website fits into the overall customer acquisition process.
This is about developing detailed profiles of the types of individuals we need to reach. Although derived from traditional ‘segmentation’ it's much more detailed and thorough approach.
What specific steps do they take up to their decision to buy? Again, this is a detailed assessment that goes far beyond ‘Awareness, Interest, Decision Action’ or similar ideas
Where in this journey can we engage and how do they want us to engage with them?
What does the customer acquisition process look like and what are its specific stages? What tools and content will be required to support it?
What ‘experiments’ are required to test the elements of the process? What results do we expect to see? How do we measure the results? What do they tell us?
This is a cyclical framework, not a linear, top-down approach.
Performance is measured against the actual behaviour of the market, not against a set of artificial ‘strategic goals.’
Each stage of the process is open to modification or complete re-design, depending on the results of the experiments.
It's designed to be responsive, fast and agile.