Marketing analysis – looking at the map and identifying your location
Before setting out on your marketing journey, you need to know where you are located and have an understanding of what sort of landscape you are venturing into. Ask yourself who your competitors are, and what they do. What are they good or bad at? What is their market share, and what is yours? What are your strengths and weaknesses (real or perceived)? What do your customers think of you? What do you want them to think of you? Are there trends, developments – perhaps even risks – you should weigh into your marketing? To what extent should you differentiate your marketing according to different markets or target groups?
Conducting a clear and thorough analysis is well worth the time, as it helps create a journey plan for your online marketing, and as such your brand, products and services as well.
Marketing strategy – finding your destination and the road that will take you there
Every journey has a destination, and your marketing should too. How can your online marketing help you realize your business goals, preferably on a continuous, long-term basis? The better the roadmap, the more likely you are to reach your destination, and know where you will want to go from there. It will also make you better prepared for forks in the road, where you may want (or need) to alter your marketing strategy.
Marketing tactics – a quick impression, or a lasting experience?
Once we have a navigable map in front of us, a travel plan, and a destination in mind, we can consider what it will require in terms of time, money and other resources.
A lot of marketing consists of quick, costly campaigns aimed at creating instant attention. And that might be what you are after. However, it also means that the value you create (for yourself and your customers) may be short-lived.
By contrast, most content marketing aims to create long-term value. This by presenting your work and expertise in general, and the value it provides for your customers in particular. When you have varied and informative content on your website, in the form of written articles for example, it can generate valuable search results and customer interest for years. Google loves it, and your social media channels are ideal for highlighting these articles, product pages, staff presentation videos, and more.
If you want help in realizing your marketing and business goals, do not hesitate to reach out to us. At Skapa, we have over twenty years of experience creating customer-oriented, search engine optimized content marketing for B2B and B2C companies alike. We look forward to hearing from you, and working together with you to strengthen your online marketing!
Do you also want to have top results on Google?
At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
That’s us
Now we're curious about you.
What do your business needs look like, and what can we do to help? We look forward to hearing from you!