How to build the bare minimum marketing strategy - Joe Glover

Marketing Meetup Podcast

Introduction

• Overview: Joe Glover explains a simplified approach to crafting a marketing strategy.
• Value: Strategy aligns marketing efforts with business goals, providing clear benchmarks and direction.

• Align with Business Objectives: Marketing goals should connect directly to company objectives.
• SMART Goals: Specific, Measurable, Ambitious, Relevant, Time-bound.
• Example: Replace “get our name out there” with “increase site visits by 50% in six months.”

• Identify the Core Problem: Mark Ritson’s “diagnosis” starts with understanding what the customer truly needs.
• Jobs to Be Done: Customers buy products to solve functional, emotional, or social problems.
• Research: Use customer feedback, social media, and reviews to pinpoint needs and pain points.

• Go Beyond Demographics: Use psychographics, behaviours, and values to understand your audience.
• Focus on Viable Segments: Consider Total Addressable Market (TAM), spending power, and reachability.
• Example Segment: Joe’s target for ABC Limited: “fashion-forward pet owners” who value stylish pet wear.

• Craft a Positioning Statement: Define your brand’s unique value concisely.
• Distinctiveness vs. Differentiation:

• Separate Strategy from Tactics: Start with strategy, not tactics, to avoid scattershot efforts.
• Use a Funnel-Based Approach: Awareness, Consideration, Purchase, Retention, Advocacy.
• Examples:

• Team Involvement: Collaborate with sales, leadership, and other departments for buy-in.
• Measure & Adjust: Track each tactic with specific metrics to ensure alignment with strategy.

Key Steps to a Bare Minimum Marketing Strategy

1. Set Clear, Aligned Goals

2. Solving a Problem

3. Targeting and Segmentation

4. Positioning

5. Tactics