A marketing strategy provides structure and direction, establishes goals and expectations and provides insight about what to do and, as important, what not to do.
Without a marketing strategy, you risk traveling on a road to nowhere, and wasting time, money and resources.
2. What I do:
Accelerate startups and
fast-growing companies
with marketing
powered by storytelling
Advisor:
Next Canada, Ventures
for Canada
Twitter:
@markevans
Website:
markevans.ca
3. I wrote a book
about how to
embrace the
power of
storytelling
(a two-year
labour of love)
20. VALUE PROPOSITIONS
For ____________ (target customer)
Who ______ (statement of the need or
opportunity)
our our (product/service name)
is ____________ (product category)
that (statement of benefit) ____________ .
21. For start-ups looking to drive more
awareness, leads and sales, ME Consulting
accelerates their growth with marketing
powered by storytelling.
23. TARGET AUDIENCES
What are their needs,
points of pain and
interests?
What are the purchase
triggers?
How do they research
and make decisions?
What are the
competitive options?
27. 1. Direct mail
2. Webinars
3. Infographics
4. Blogs
5. eBooks
6. Social media
7. White papers
8. Case studies
9. Websites
10.Conferences
11.Podcasts
12.Videos
13.Newsletters
14.Media outreach
LIST YOUR CHANNELS
28. 1. Websites
2. Videos
3. Infographics
4. Newsletters
5. Case studies
6. Social media
7. Blogs
8. eBooks
9. Podcasts
10.Media outreach
11.White papers
12.Conferences
13.Webinars
14.Direct mail
RANK YOUR CHANNELS
29. • Websites
• Videos
• Infographics
• Newsletters
• Case studies
• Social media
• Blogs
• eBooks
• Podcasts
• White papers
• Conferences
• Webinars
• Direct mail
PRIORITIZE YOUR CHANNELS
NOW SOON LATER
34. WHY STORYTELLING?
Why does storytelling matter?
What are your goals and needs?
COMMITMENT
How much will you invest: people,
time and money?
PRODUCT
What do you sell?
What problems are you solving?
TARGET AUDIENCES
Who matters to you?
What do customers want and need?
What are the triggers for purchases?
CHANNELS
Where do you connect, engage
with the people who matter?
What channels work best?
CHANNEL PRIORITIES
Rank channels based on
goals, budget & people
Determine stories to be told
now, soon and later.
THE MARKET
How large is it?
What the key growth drivers?
Who are your direct, indirect
and emerging rivals?
UNIQUENESS VALUE PROPOSITIONS
How are you unique or different?
What’s the value delivered to customers?
Why should customers buy from you?
WHAT’S YOUR STORY?
Who created the
company and why?
TONE OF VOICE
What are your company’s
personality and values?
How should people feel
about your brand?
YOUR STORYTELLERS
Who will tell your stories:
CEO, employees,
customers, influencers,
media?
STORYTELLING CANVAS
http://bit.ly/storytellingcanvas
It’s a roadmap for success.
It’s provide guidance so marketing happens in a structured way.
It establishes goals and articulates what you’re doing.
Throwing things at the wall to see what sticks.
Doing a lot of different things at the same time without a plan of attack.
Not doing marketing
No marketing strategy is a road to nowhere.
It wastes time, money and resources because there’s no guarantee what you’re doing is relevant or right.
It puts the cart before the horse.