Determining the path to pursue with smart marketing strategy
As our name would suggest, we don't believe being strategic means coming up with a rigid directive that does not change for five years, ten years or more. As 2020's turmoil has demonstrated all too well, companies intending to thrive—or just survive—have to be flexible, ready to adjust to changing circumstances.
But accomplishing that requires a strategy and a strategic mindset so that you can purposefully adjust and pivot in a smart rather than random manner. And that is where Nimble Strategies brings value. We partner closely with companies to rapidly discern where to focus and set into play what is needed to tack to long-term goals while being astutely flexible to accommodate changing environments.
We begin by reviewing your interactions with customers in light of rapidly changing expectations and the decision-making behavior of your customers.
With that framework forged, we collaboratively explore how to best position you in the marketplace and determine your engagement architecture to engage prospective and existing customers at all those "moments that matter" across the customer lifecycle so that each touch point builds on one another. The result is powerful customer experience and marketing focused on helping you reach your business objectives.
The four steps to strategic marketing
1. Conduct a 360-degree audit of your company’s place in the marketplace as well as the competitive environment to determine how you are honestly perceived and where you should focus. Details about the value of the audit and how it is conducted follow.
2. Segment and target your market to make sure you are pursuing the most profitable types of customers to reach your goals.
3. Define a guiding strategic direction and positioning that conveys the uniqueness of your company so that everyone “gets it.”
4. With an understanding of the current-state and ideal-state of what the customer journey, map what customer intercepts and experiences should take place during each "moment that matters" so that each engagement builds on one another to achieve your sales and profit goals. Admittedly, this is easier said than done. Doing this is easier said than done, but the key is tackling it with applied empathy informed by quantitative and qualitative data, along with a good dose of common sense and experience).
By applying this framework, a company can rapidly and successfully confront marketplace turmoil as well as pursue new markets and competitors. It requires discipline, honesty and creativity, but the potential rewards are tremendous.