6 Steps to Marketing Success – How Create a Marketing Concept

6 Steps to Marketing Success – How Create a Marketing Concept

Marketing doesn’t start with letting you go directly to creating ads or calculating the price of your products. Most do that, but there are a few details that you should worry about beforehand. This will help you get your business and marketing right. In addition, the planning of individual steps will be much easier for you because you have clarified the important strategic questions more precisely.

1. Know yourself and your products

In the beginning you should become aware of your own current situation and how you want to improve it in the future. In doing so, you look at the company itself and the corresponding environment. So you could say that this is where you record what strengths or weaknesses the company itself and compared to its competitors.

Do the analysis once for the company and then for each individual product. After the analysis, answer the two questions in particular:

  • Why should someone work with me or what benefit / value do I bring my customer?
  • Why should someone buy my product or what are the advantages for my customer by using my product?

Please make sure that both of these questions can be answered as positively as possible. If this is not the case, then you should rethink the basis of your company or product, because both should bring the customer an advantage.

2. Make sure you set goals

Based on this, you should think about which goals you want to achieve with your products or services. This involves questions such as your level of awareness or customer satisfaction (qualitative goals) that you want to achieve, as well as the question of the amount of products you want to sell or the sales you want to achieve (quantitative goals).

When asked what you want to achieve, it is important to determine how many products you want to sell in the next year, for example, and what sales you will generate in the process. These goals should of course be made realistic with a clear drive to be optimistic. A slightly higher goal always motivates us to achieve it.

Your quantitative goals:

  • Number of products you want to sell next year
  • Sales and profit that you want to generate next year
  • Market share that you want to achieve next year

When it comes to questions about the external image, you have to think about the level of awareness your company should achieve or how satisfied your customers should be this year. These goals can also be derived from the preceding analysis of the current situation, because here I can for example have established that my competition offers better support, which is why their customers are more satisfied.


Your quality-related goals:

  • Awareness that the company or individual product should achieve in the next year
  • Customer satisfaction next year
  • Customer loyalty to the company or product that is to be achieved
  • Image that customers should associate the company with

3. Defining a strategy for achieving the goal

Based on your goals, you now create your master plan for your strategy. You work out bit by bit how you want to achieve the individual goals. You also determine which target customers you want to offer the products to and where.

To go into more detail, you now choose ways and means that bring you closer to your goals. In doing so, one takes into account the situation examined in the first place and chooses the means that are appropriate for the company and the employees to achieve it.

4. Work out everything in detail

Only now do you start planning the individual measures in detail. Here you determine how your products and services must be designed so that your target customers buy them. You also set the price for it and consider possible payment models. You are also looking for the right ways to sell the products.

And now advertising planning comes into play, which you can now use in a very targeted manner. Basically, you create your own marketing mix here.

5. Money also rules marketing

Of course, you should also think about how much you want to spend on individual planning measures and advertising. But you should definitely always earn more from advertising than you spend on it.


6. Wisely spend on Marketing

To always check how much you spend on marketing and how much you earn through advertising, you should also keep an eye on the numbers. Because if a form of advertising does not pay off or does not work, then you should either change something or leave it or add discounts in that specific area.


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