What does it take for a marketing strategy to be successful?

Nowadays, many popular marketing methods, such as traffic star fan economy, e-commerce live broadcast, community marketing, short marketing, etc., have more successful cases of instant hit, which will also make many companies want to follow suit and make themselves succeed quickly, but they often invest a lot of costs with little effect, just like the buyer show and the seller show.

Marketing strategy should be tailored to the company's own situation, and there are many aspects to consider. First of all, we should consider the position and core competitiveness of our own products and brands in the market, and consider differentiated marketing methods in combination with the practices of competitors in the market.

Secondly, behind the current more successful marketing strategies is also the personnel structure, talent and performance appraisal system within the enterprise that can support the business, otherwise these marketing strategies will eventually fail to land after losing heat in the market, resulting in a waste of marketing expenses.

Nowadays, many people think that there are many factors that influence the choice of marketing strategy, but in fact there are only two:

One is: one's own ability.

No matter what market you want to do, first you must have the resources and ability to do this market. Otherwise, the market will be a trap for you, not an opportunity.

The second is: external conditions.

There are many people who say that marketers should analyze the PEST in the macro environment, the five forces model in the industry environment, and what they say to keep an eye on competitors and target customers, etc. A marketer's time and energy is limited, and you can't just stare at these things every day. Therefore, modern enterprises may establish a strategic information system to conduct information analysis, in order to analyze the changes in various conditions of the external environment, in order to judge what favorable conditions can be used in the market and what unfavorable conditions should be avoided.

Why should we focus on our own capabilities rather than external conditions in the first place? The reason is that your ability to rise to the void determines your likelihood of surviving in the market. Constantly consolidate their own capabilities, and then seize the favorable conditions of the outside world for development, you can Bu Hong to achieve an everlasting foundation.

Marketing strategy is the process of determining the target market, selecting the corresponding marketing strategy combination, and effectively implementing and controlling the marketing department according to the strategic planning, on the basis of comprehensively considering the external market opportunities and internal resource conditions.

The overall marketing strategy includes: product strategy, marketing channel strategy, marketing channel strategy, etc.

The development of a marketing strategy plan is an interactive process; It is a process of creation and iteration.

Modern enterprise marketing strategy generally includes strategic thinking, strategic objectives, strategic actions, strategic priorities, strategic stages, etc. Marketing strategic thinking is the concept and way of thinking that guides enterprises to formulate and implement strategies, and is the code of action to guide enterprises to make strategic decisions.

It should conform to the requirements of the socialist system and the market economy for the business philosophy of enterprises, and establish the concept of system optimization, the concept of limited resources, the concept of reform, and the concept of focusing on the future. The strategic goal of the enterprise is the basis of the marketing strategy and business strategy of the enterprise, and it is an issue related to the development direction of the enterprise. Strategic action is guided by strategic objectives, and appropriate strategic priorities, strategic phases and strategic models are selected.

The strategic focus refers to the major and weak projects and departments that are related to whether the strategic goals can be achieved, and are the key factors that determine the realization of the strategic goals. Due to the long-term relative stability of the strategy, the realization of the strategic goal needs to go through several stages, and each stage has its own specific strategic tasks, and the overall goal can be finally achieved through the completion of the strategic tasks of each stage.

1. Understand before you speak.

First of all, when communicating with customers, if you don't understand the customer's situation, you can listen to the customer first, and then analyze what you want from his words, you can really ask more questions, you must have a curious heart, so that customers can say opinions from your proposal, in order to truly understand the needs of customers.

2. Agree.

When discussing a problem, if the customer puts forward his own questions or opinions, do not ask the question directly, but can explain his thoughts first, for example, I think so, how about you take a look? This will make the customer feel less defensive and make the customer feel that you are on the same page as him.

3. Grasp the key issues of the customer's speech.

Remember the customer's specific objections, understand the customer's needs in detail according to the key content, and let the customer explain the reasons in detail through the key questions.

4. Constantly ask questions from customers, so that his questions are answered.

Listen carefully to what the customer says, write down the key points you hear, and say them together when you express your own opinions, so that you can reach a common understanding with the customer, because doing so will get to know your customer and make him trust you, which will lay the foundation for you to guide the customer to the final success.

5. Elicit out the central point and let the customer understand you.

When the customer understands what you mean, you can take out your sales, think of and say the real needs of the customer, so that the customer will trust you more, and only in this way can you establish a real relationship of mutual trust with the customer.

Of course, the more effective the work in front is done, the less pressure there will be in the rubber hood in the back. Therefore, it is necessary to pay attention to the integrity and coordination of marketing work. Strategically despise the sales pitch and tactically value the pitch.

That is to say, from a strategic point of view, sales promotion is not the most important, it must be considered from the perspective of the whole process, only in this way can we get out of the dilemma caused by only focusing on sales.