by Patric Fransko
October 20th, 2021
The Foundational Elements of Marketing
I often get asked to help clients put together a basic marketing plan and create some structure around marketing strategy. As a result, I wanted to share this handy format that will help you as you plan your marketing. These are the four elements of the process…Who, How, What & Why.
Who – Is Your Target? – The first step is to clearly define who the target is for your product or service. Are they in a particular age group, have particular interests, a certain gender, etc. The main focus on this step is to identify the ideal customer for your offering.
How – Do You Get In Front of People? – Once you have identified the target, you need to determine where this target group is paying attention. Find out where the targeted eyes are looking and ask how you can get your product or service in front of those eyes. Do they spend time on social media, read magazines, go to trade shows, listen to certain radio stations, etc. This will tell you where you need to place your marketing message.
What – Are Their Pain Points? – Now, you know who they are and how to get in front of them. Now ask what their pain points are. What are the issues that they are dealing with that your product or service can be a solution for. What causes them “pain” that they want to alleviate? Understanding these pain points will…