Marketing strategy should not begin with social media, advertising, or a content plan. It should begin by defining the result the business wants to achieve.
The objective may be to increase sales, acquire new customers, strengthen brand awareness, or enter a new market. Each objective requires a different audience, message, channel, and set of performance indicators.
An effective strategy follows this structure:
For example, if the objective is brand awareness, reach, impressions, and video views may be relevant indicators. If the objective is sales, the number of leads, conversion rate, and customer acquisition cost become more important.
Marketing and sales should also work toward the same objective. Marketing creates attention and interest, while sales works to turn that interest into revenue. Without a clear flow of information between these functions, it becomes difficult to measure marketing’s real impact.
Marketing success should not be measured by the number of activities completed. The priority is to select the activities that support the business objective, measure their results, and continuously improve the strategy using reliable data.
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