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Deciding which Marketing Campaign to Create

A carefully developed marketing strategy for promotion is a necessary element for starting any business. A well-designed strategy is at least 60% of the success of the entire marketing campaign.

Using the example of building a house: a marketing strategy is a Foundation, but building walls without a Foundation is impossible. 7 out of 20 startup failures are somehow related to marketing mistakes.

What mistakes can be made when creating a strategy:

  1. The specifics of the market are not taken into account.
  2. The product is poorly developed, and as a result, the required number of customer touches.
  3. The role of content on the site or in social networks is underestimated.
  4. The time frame for implementing the strategy is incorrect.

To prevent these errors, the Skvortsov team has prepared an article for you in which you will learn:

  • How to create a promotion strategy?
  • At what stages the strategy is formed.
  • How to properly analyze the market and competitors.
  • How to create a client profile using the 5W method?
  • 10 formulas for creating an offer.
  • Example of drawing up a portrait of a target audience for the real estate industry.
  • And a competent launch of advertising for a ready-made offer or product based on the example of a company that provides assistance and training to pregnant or newly born mothers.

What is a strategy?

Any strategy answers three main questions:

  1. What should I do?

What actions or changes need to be taken to start making a profit. For example, you can set yourself apart from your competitors, change your product, implement a sales funnel, launch ads, and so on.

  1. What should I do?

What tools and methods to use? For example: targeted advertising, context, promotions, special offers, and more.

  1. in what order should I do it?

How to correctly build a sequence of actions. For example: first-study the market, then-competitors, then-competitors ‘ products, and so on.

If we summarize these three questions, it turns out that the main tasks of the strategy are a clear understanding of how to stand out from the competition, how to hook the target audience, and how to find and convert it.

Also, at the start, you need to decide with the help of whom to implement this strategy: with the help of third-party contractors or on your own.

The business promotion strategy consists of several stages. Let’s take a closer look at each of them.

Stages of creating a marketing strategy

The first stage is the initial market analysis

First, you need to develop a General understanding of the product, determine where the market is located, and understand whether this product really has a significant advantage among competitors.

Useful and free services like Word stat and Google Trends will help you do this. In services, you can check the demand for a product by entering the key query in the corresponding search bar.

For example, you are launching a cleaning startup and want to create a mobile application where you can place an order for cleaning, monitor the status of the order, and pay for the service. Then, you enter “cleaning Moscow” and the services will show how many requests are recorded in two search engines. Accordingly, advertisers compete for these requests in contextual advertising.

Use this data to build your initial marketing budget.

The second stage is the analysis of competitors and their offers

We make a list of direct competitors that compete in your particular niche, and identify three main competitors based on the following parameters:

  • A benefit or advantage for the buyer.
  • Triggers are a psychological device that motivates the user to buy here and now.
  • A Call-to-action is a call to action on a company’s website or landing page.
  • A lead magnet is some specific valuable information for the client, in return for the contact information received.
  • Tripwire is a low-cost offer that complements the main product line and goes after lead magnet.
  • A pop-up is a pop-up window on a website that contains a call to action.
  • And other parameters.

Also, use Word stat and Google Trends to view your competitors ‘ main queries. And use the You Scan and Brand Analytics programs to monitor information in social networks: reviews, brand mentions, brand loyalty, and other important criteria that influence users ‘ choice.


The third stage is the competitor’s product analysis

Here you need to understand the product, understand how competitive it is and meet the needs of the target audience.

Create a brief based on which you will communicate with consumers to understand: what they pay attention to when buying, what product features they like most, what they value in the company or brand, and how important the service is. That is, to determine what the client is guided by when choosing this product, this company.


The fourth stage is analyzing the target audience

We will determine: to whom, how and where we will sell the product or service.

Work through your target audience using a great method — Mark Sherrington or the 5W Method, which is based on 5 questions:

  1. What? (What?). What you offer, what kind of product or service, and what it consists of.
  2. Who? (to Whom or Who?). Who will purchase this product or service: what gender, age, marital status, and other criteria
  3. Why? (Why?). Why do you have it? What is the difference from competitors, what problem does the product or service solve, and what motivation does the customer use when buying?
  4. When? (When?). When will the customer want to purchase your product or service, and in what situation?
  5. Where? (Where?). Where the purchase or purchase decision is made, on which site and at what time.

To correctly identify the target audience, you also need to know the following factors about the client:

  1. Socio-demographic characteristics: gender, age, geography, income level.
  2. Interests are what the client prefers, what media they watch or read, and what public pages they subscribe to.
  3. Places of residence, i.e. identify specific groups and sites where the client is located and spends the most time, determine the month, days and time of day of their activity. In other words, you can use Wordstat and Google Trends to determine the seasonality of a product.
  4. Psychographics, i.e.: pains, fears, objections, needs, selection criteria, motivators, which are studied based on the client’s profile and information found from forums, callbacks, and social networks through monitoring services.

Initially, we analyzed in detail the characteristics of potential customers and compiled a mind map, based on which we came to conclusions:

  • The main audience segments are: buyers with a mortgage, a married couple with children, a couple of pensioners who want to change their apartment to a private house, who want to invest their money in a private house.
  • The main audience is women from 35 to 44 years old, 70% of whom live in the Krasnodar territory. And 70% of buyers are a married couple with children who are considering housing with a mortgage.
  • The main activities of the target audience are management, arts, entertainment and media, sales, business and Finance, manufacturing, and it.
  • The audience’s most pronounced interests include: education, beauty and fashion, home improvement and renovation, travel, entertainment, home and family, goods and services, and humor.
  • The main pains of Central Asia when buying real estate are bad materials, a bad neighborhood, bad neighbors, “pitfalls” that will not disappear after making an advance, they will take a long time to build, and lack of contact during construction work.

How to create a client profile is clear. But where can I get information about the target audience?

A monitoring service will help you do this. you can use it to upload: reviews, topics, comments, all social activity, thematic posts, related product posts, customer purchasing behavior, and opinion leaders that the client reads or watches.

The fifth stage is the analysis of competitors and cases. Not to be confused with the third stage!

The main task of this stage is to determine how the company can become stronger than its competitors and build up from them, analyze cases on Internet marketing in a specific niche, what results can be achieved in various types of advertising, what experience of lead flow and at what cost.

Where can I find competitors?

  1. Using search engines for niche queries, that is, specifically enter a key product query and view the search results.
  2. Business directories: Google, Being especially if the business is regional.
  3. To view a promotional activity in target bloggers. Create a list of opinion leaders, subscribe to them and see what ads they produce and use this to find competitors.
  4. Search by hashtags. In social networks, type a relevant hashtag and view the recommendations section.
  5. Use special services for parsing, for example: Target Hunter, “Cerebro target”. You can upload a list of users to these services and view their target communities, based on which to identify the main competitors.

Competitive analysis table

The sixth stage is the analysis of the product

The key task at this stage is to determine the capabilities of our product, discover its potential, and prepare for the creation of an offer.

In other words, you need to highlight: advantages, pros, disadvantages, advantages over competitors, possible use cases and when exactly they are not used, how long and often they use the product, as well as a killer feature that will stand out from all the others.

There are several values that can be analyzed here:

  • Implicit value. On the example of Voss brand water. The implicit value of this brand is that this water is always a premium table decoration and always associations with this product are based not only on personal experience of its consumption, but also on who and in what circumstances it is used. In other words, the company always uses very expensive messages in advertising, which allows the brand to promote itself through such value.
  • An explicit value is the price indicated on the price tag, as well as the reason for the purchase. In other words, this value often needs to be explained through a website, newsletter, content, profile, or personal brand. Understand what motivated the customer to buy, what is the motivation. Motivation is divided into two types: internal and external. Internal motivation is emotions and stories, while external motivation is logic and pressure.

Based on the received data, you create offers.

Here are 10 formulas for creating an offer:

  • {Product quality} [SEO-phrase] created for (the advantage of the consumer)

Example: a Convenient online store Builder designed to create a store quickly and save time.

  • {Adjective} + [Product / Service] for (characteristics of the target audience)

Example: a Visual designer of online stores for business owners who dream of creating their own website.

  • {Product name} is the [product category] that (the job it performs better than others)

Example: NoName is an app for finding a husband for an hour, which finds favorable offers of masters within a radius of one kilometer

  • {Reduce pain/problem} [in an unexpected way]

Example: Increase your revenue by making purchases

  • {Do something as an [inspiring example] without [undesirable consequences]}

Example: Learn to run fast, like a marathon runner, without exhausting workouts.

  • {Do what you want to do} without [unpleasant emotions]/[in an unexpected way]

Example: Buy without restrictions, without withdrawing cash.

  • {Product quality} + {product quality} [SEO phrase] that (desired result)

Example: Unusual author’s phone cases that will protect your phone from bumps.

  • {Action} + [SEO phrase], in (time)

Example: Create professional photos in 5 minutes

  • {Result promise} for [time]. (An additional advantage)

Example: we will Bring, assemble and install a kitchen set in one day. We will treat the surface with a dirt-repellent agent-free of charge.

  • Do + {product quality} + [product] that (the advantage of the consumer)

Example: we Make available videos for the site that increase sales of your business.

An example from the Skvortsov team on building a marketing strategy for the school of foreign languages “Indigo”, you can see here.

Here is an example of a table that our team works with when compiling a product analysis for customers. Using this table, you can create a startup business model and analyze it.

Stage 7 is the ad launch process

The first thing that is compiled before launching a test ad is a product funnel, i.e. a funnel that will move users. There are several stages:

Based on this funnel, it is necessary to select the steps in the funnel, tasks, goals, contact points, process and channels in which we will communicate with our target audience at each stage of product distribution.

The second is to create an MVP (minimum viable product) before launching the main product. Select the main points of contact, points of sale, main products that the company sells, prices for tests and tasks that will be put up for MVP.

In other words: check demand, test traffic acquisition channels, collect queries based on test results, calculate the unit economy, calculate a business plan, determine the target audience, and position the company or brand.

And only after analyzing such a large amount of work, you can release a full-fledged product or service to the market, which is exactly what MVP is needed for.

Here is an example of a medical case.

Given: a client who developed an author’s program in the healthcare sector, designed for America in the b2c segment.

In the process of creating an MVP, our team realized that it is much more profitable to reposition the client’s product to b2b. With the client’s consent, we changed the direction and format of our work.

Agree that without proper compilation of the MVP, the client would have lost a lot of money and time for nothing.

MVP is just what you need to test your product in the “field” and see if the unit economy develops or not, which will help you further develop a business plan and attract additional investment.

Let’s look at another case of the Skvortsov team.

Given: a client who created a web service with free support for any issue and a full-fledged course with an adapted study schedule, for pregnant or just-given-birth mothers.

Problem: the end user does not have a demand for such services, so it is difficult to convey the benefits of the product using advertising messages alone.

Solution: together with the customer, two completely different funnels were developed: one for pregnant women, the other for mothers who have already given birth. In these funnels, we built communication as follows:

  1. Based on the tests and the developed strategy, we identified: the main pains, objections, and customer needs.
  2. Further, they were “pressured” with the help of advertising, where they offered a potential client a free lesson and an analysis of the service itself.
  3. When clicking on an ad, the client got to the landing page, where there was a form with a choice of messenger, where this most free lesson would go next.
  4. Launch the main ad. After testing mvp, we identified the main channels and contact points, which were later launched and scaled.

In other words, lead generation takes place via instant messengers, as the main communication with people takes place there.

At the initial stage, we congratulate the user on the fact that they can change their life, and we introduce them in more detail to the project leader and trainer. We show the client what they will get if they stay. Thus, we attract the client with the first message, get acquainted, inspire confidence and a desire to stay in the funnel.

Next, we divide the traffic into: pregnant women and those who have already given birth, so that in the next messages we can tell you more about the speaker and show you answers to frequently asked questions. For example: “What if I don’t have enough time?”, “is it really effective?”, “How will the program adapt to me?” and other questions.

After answering the questions, the user is shown the result of those people who have already completed the course, that is, the test group that has already received certain results. Screenshots of metrics are broadcast to people in the funnel to further strengthen their motives for buying the product.

In the end, we finish off the client with a 20% discount with a limited deadline and time to make a decision. In other words, if a person doesn’t buy this product, they will then retarget to a page with useful content and a free webinar. This webinar is compiled on a special service and is held automatically every day, and after it the sale is completed.

We understand that the abundance of information probably didn’t make your head any easier, but just a little bit remains, we promise.

As mentioned above, a well-designed strategy is only 60% of success in promoting your business. We have developed this experience by entering experimental niches and projects. We’re just excited to work with non-standard, complex businesses. And the subject matter of the project is not important — the most important thing is the involvement of the entrepreneur and his team.

If you want to delegate the promotion of your project, we are happy to help you and start cooperation with a free consultation, where we will analyze the ways and strategy of promotion.


  • The success of the company depends on the right strategy.
  • A well-designed strategy should include analysis of the market, competitors, products, target audience, and the launch of a test advertising campaign.
  • Carefully analyze each stage, if you miss something, the product may not shoot.
  • For easier analysis, use the following services: Word stat, Google Trends, You Scan, Brand Analytics. Not necessarily all of them, but at least Word stat and you Scan.
  • Constantly conduct an audit of your progress to see if you are moving in the right direction.
  • Scale your business if all your actions give a positive result.

We hope that you will be able to apply this knowledge and turn it into a successful project. Thank you all for your attention! 🙂

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