2024 Marketing Strategy Guide

If you haven’t started planning for 2024, this email is your green light to get started.

But I’d like you to imagine how different your marketing plan could look if you aimed to win the attention of your customers in a way that made you unique in the market.

Building a strategy around unique value is best road to leave commodity-ville and find open highway and top speeds.

Let’s look at a marketing plan and see how a unique-value-driven strategy could make all the difference next year (note: the plan below is just a starting point).

As you plan ahead, are you hitting red lights or green lights?

Strategy:

• 🔴 Your strategy is a list of goals or about being ‘better’

• 🟢 Your strategy promises unique value to customers and shows your team how to support that strategy.

Core message:

• 🔴 Your core message uses the same value themes and clichés as competitors.

• 🟢 Your core message uses a distinct point of view that offers more value to the market.

Website:

• 🔴 Your website functions merely as an online brochure of information.

• 🟢 Your website highlights how you provide more value to the market and who that value is best fit for.

Search engine optimization:

• 🔴 Your SEO plan targets generic, high-competition keywords.

• 🟢 Your SEO plan targets search results that provide immense value and showcase your distinct POV on your customer’s problem.

Email marketing:

• 🔴 Your email marketing is sporadic, generic, and sales-focused.

• 🟢 Your email marketing understands exactly what your customers are struggling with and provides support that aligns with the unique value you provide.

Reputation management:

• 🔴 Your reputation is poorly built with no clear themes.

• 🟢 You have a reputation playbook that shapes and reinforces your perception, strategically.

Social media:

• 🔴 Your social media plan doesn’t drive engagement and uses soft metrics or none.

• 🟢 Your social media shares insights unique to your organization and drives engagement and sales opportunities.

Advertising:

• 🔴 Your advertising uses the same tired clichés as the rest in your industry and fails gain attention.

• 🟢 Ad campaigns use creativity that’s in alignment with your strategy to gain attention and showcase your unique value.

To be clear: it all begins with strategy. That's the big red light that can keep you deadlocked in traffic.

As we move towards 2024, the key to success lies in not just planning, but innovating. Your strategy should set you apart from competitors and resonate deeply with your customers.