Your company’s marketing process can make or break your brand

positioning and customer loyalty. Your strategic process is what

guides your overall marketing efforts, ensures you target the right
audiences and helps you maintain a watchful eye on your goals and
objectives. It provides an actionable way to measure the status and
success of your initiatives.

And if your company hasn’t taken the time to fully plan and map out its
marketing process, the risk that you’ll miss taking advantage of your
market niche and fall behind in your industry is very real. Whether
you’re promoting a new product, trying to improve your public relations
or gain greater market share, your marketing program needs a
strategic edge.

What is a strategic marketing

process?
A strategic marketing process is just as it sounds – it’s a plan that lays
out all of the elements connected with and impacted by your
business’s marketing initiatives. We’ll go into more detail in just a bit,
but a marketing process should cover things like:
 Your company’s mission, goals and objectives (and these
things are not one and the same – learn more about defining your
goals and objectives and the differences between them).
 The strengths, weaknesses, opportunities and threats that
affect your brand’s marketing.
 Your target audience and the specific customer needs.
 The required resources and distributed channels you’ll use to
carry out your plans and support marketing initiatives.
 Actionable, measurable metrics that provide a clear picture of
where efforts stand according to the process, and how successful
outreach and interactions with customers have become.

Your marketing process doesn’t just concern your own brand, but your
positioning in your industry as well. It’s the roadmap that propels you
forward in your unique marketplace and helps you make valuable,
memorable connections with your target audience.