Start Your Marketing Plan With the Customer
Understand the decision your customer is making before choosing channels, campaigns or tools.
Platforms are tools, not the strategy
It is easy to begin a marketing plan by listing platforms such as Google, Instagram, email and LinkedIn. Customers do not experience your business that way. They see one business while trying to solve one problem.
A useful plan begins by understanding what the customer wants, what concerns they have and what information would help them make a decision.
Define the customer decision
Clarify the decision a customer needs to make before choosing where to advertise. This gives your advertisements, website and follow-up communication one shared purpose.
- What is the customer trying to achieve?
- What questions or concerns could delay the decision?
- What evidence would help them feel confident?
- What is the most useful next step?
Choose channels for a clear reason
Search advertising can reach people who are already looking. Social media can introduce the business and build familiarity. Email can provide useful follow-up. Your website should bring the information together and make the next step easy.
The marketing will feel more consistent when every channel supports the same customer and business goal.
Would you like help applying this?