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Written by Lisa Shepherd
on November 27, 2017

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Your business strategy and marketing strategy are two different plans of action. Both are essential to the success of your business. In fact, they work in harmony. You start with a business strategy, and then you build your marketing strategy to support it. 

What is a Business Strategy?

A business strategy is the big-picture, long-term plan of where you want your company to go. Here are a few of the things that go into a business strategy:

1. Vision and Mission 

Your vision is essentially where you want the company to go. Your mission statement is how you are going to get there. 

Start with your vision statement, which should include:

  • Core values and long-term objectives
  • Defined outcomes and plans to diversify
  • Contingency plans

Once your vision statement is in place, it’s time to address how you plan to get there.

Your mission statement should:

  • Align your staff to work towards a common objective
  • Initiate goals which are focused and cohesive
  • Inspire your team to be dedicated to your company’s goals

2. Company Structure 

A second important part of a business plan is your company structure. The compnay structure defines what needs to be done and by whom. People in different roles will undertake specific tasks to achieve defined objectives. Teams must be established, coordinated and directed toward achieving your company’s aims.

 

3. Target Market  

One of the most important decisions that companies make is about their target market.  It's a mistake (even though it's tempting) for a business to try to appeal to everyone. It’s called a “target” market for a reason. Miss the bull's eye and you loose. You must identify your target market, address the pain points and determine what your potential customers are looking for. 

 

4. Action Plan with Measurable Outcomes 

A business strategy is no good if it doesn't include an action plan that outlines how and when set goals will be met. When establishing your action plan, make sure your steps are definite, measurable and achievable.

 

5. Accountability 

Once your action plan is clear, then assign accountability for each action step and identify those that will be supporting them. Making an individual or team responsible for a particular task eliminates the confusion of who is responsible for what, and allows the individual/s to take pride and satisfaction in a job well done.

 

6. Key Performance Indicators (KPIs) 

KPIs are critical elements of your business strategy, as they tell you whether you're meeting your goals, vision and mission. Set KPIs and track them on a regular basis. This ensures you will have accurate updates on the progress and success of each of your projects. 

 

Your business strategy is essential to organizing your operations and to setting and achieving your goals.

Once you have a business strategy in place, then you can build your marketing strategy to support it.

 

 

What is a Marketing Strategy?

Your business strategy is in place – operations are clear, staff are motivated and KPIs have been set.  Congratulations!  Now it's time to put marketing to work to help achieve your business goals.

Here's what goes in a marketing strategy: 

1. Positioning 

You have already established your target market, now you need to decide how your company will position itself in that market. Focus on a niche, and determine how you will engage your chosen market and grow market share.

 

2. Buyer Personas 

Every customer is different. They have varying needs, wants and challenges. Nevertheless, only 44% of B2B marketers use buyer personas.2 Defining customer personas isn’t a complicated task, and it’s critical. Not understanding your buyer personas will lead to a generalized marketing strategy that won’t speak to anyone.

 

3. Competitive Advantage 

Identify what makes your company stand out from the crowd. If you don’t clearly define your competitive advantage, your marketing will end up as just a lot of noise in the marketplace. Too many companies don’t realize this and end up wasting a lot of time and money. For tips, read How to Improve Marketing Messages with Competitive Advantage

 

4. Tactical Marketing Plan 

Your marketing strategy sets the tone for the marketing methods, or marketing tactics, that you use. Your marketing methods should be built around meeting your business objectives, and should include a solid foundation of a website, content marketing, advertising, promotions, social media and public relations activities. These will help you

broaden your reach, boost your customer base, and ultimately, drive revenue. Putting a tactical plan into action is something every B2B company needs to learn how to do. A successful plan will always keep your company’s long-term goals in sight and be instrumental in dealing with, and evolving with, changes to the market place.

 

5. Future Expansion and Diversification 

Companies grow, industries expand, and market demands change.

Your strategic marketing plan must evolve with your company’s expansion and diversification plans. At some point, it’s often better to split your target market into segmented groups and remodel individual marketing strategies for each of them.

Strategic marketing involves a set of integrated activities that align with your business strategy.

To make things simpler, here’s a snapshot of the key differences between business strategy and marketing strategy:

 

Business Strategy

Marketing Strategy

Aim: Focuses on your company’s overall, long-term direction.

Aim: Focuses on supporting the business strategy with near-term (1-3 year) tactical plans.

Timeframe: Provides the long-term framework for your company.

Timeframe: Provides a snap-shot of your company’s progress at a single moment.

Goal: Determine the general direction the business should take.

Goal: Determine specific functions and actions to achieve the business results.

 

Remember, a marketing plan supports your business plan.  So you need a clear business plan first - although a good marketing plan can help confirm your business plan. 

For help developing your marketing plan, contact us or download the Executive Guide below:  

Strategic B2B Marketing Planning

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