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Marketing Strategy: How is a Marketing Strategy Developed?

In order to promote your small business effectively, you need to develop marketing strategies. Each business will have a different marketing strategy, which should be customized to meet the specific needs of the organization. The development of a marketing strategy entails the identification of a target market segment, the definition of clear goals, consumer research, and the implementation of initiatives designed to spread the word.

Determine your Target Market

An owner of a small business is likely to define target markets as those segments of the population that he or she considers being potential customers. Based on the product or service you offer, it is possible to determine these targets according to a variety of criteria, such as income level, age, and geographic location.

In order to successfully market to these markets, you should develop a marketing strategy that targets them first and foremost. Forbes, for example, suggests that if a company wishes to reach Millenials, its digital messages need to be succinct, eye-catching, and engaging.

A separate undifferentiated marketing strategy can also be implemented for the remainder of the market in order to ensure that no stone is left unturned. It is important that your target markets are tailored specifically to the nature of your business and that they are determined through market research and experience.

Make Sure your Goals are Measurable

Setting clear goals is an essential component of the development of a marketing strategy. As part of your small business goals, you should set distribution and financial milestones that will determine whether your marketing strategy has been successful. These milestones will provide a measure of your marketing strategy’s success and failure, as well as enable you to know when your strategy is working.

It is recommended that goals and projections are based on customer and market research, taking into account past performance and any changes that will be brought about by additional marketing efforts and promotions. If your marketing strategy fails to accomplish the goals you have set, it may be necessary to alter the plan and make additional investments in order to correct the situation.

Research Marketing Opportunities

Be sure not to fall behind the competition when it comes to digital marketing. A combination of data mining from multiple online sources and artificial intelligence can provide you with valuable insight into your customers’ likes, dislikes, and buying behaviors, according to Markets Insider. The information you have acquired will allow you to select the most effective media channels through which to communicate your message.

You should sometimes survey your own clients in order to determine who your marketing targets should be. As an example, if 80 percent of your sales are made to members of the legal profession, you should have lawyers and paralegals as your primary target market. A key component of marketing strategy development is market research, despite the fact that it deals with a wider range of general issues than you may be accustomed to.

As an example, you find that 78 percent of the luxury cars sold in your area are bought by homeowners, whereas only 22 percent are purchased by renters. As the owner of a luxury car dealership, you are aware that your marketing strategy should focus on individuals who own their own homes. By conducting research, you will be able to reduce wasted effort and fine-tune your marketing so that it will be successful in reaching the targets that are most important to the success of your company.

Analyze and Adjust

Once the campaigns are launched, the process of developing your marketing strategy does not end. In order to be successful, it is an ongoing process that requires constant evaluation and adjustment. In the event that economic factors or changing trends result in a decline in sales, your marketing can be modified to make up for some of the difference.

If your product line or market position changes, your marketing strategy will have to change along with it in order to ensure that the initiatives you produce are relevant to the current environment. It is not possible to develop marketing strategies and then leave them to run on autopilot. It is imperative that they remain in a constant state of evolution if they are to succeed.


The purpose of a Market Development Strategy is to introduce a product or solution to potential customers they have not yet encountered or are not currently serving through the use of a marketing strategy. It is now time to plan how you are going to enter the new market based on the results of your research analysis.

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