It is crucial that, whenever you embark on defining a new strategy or crafting a new marketing plan, you commence by evaluating what has been effective and identifying areas that require change or improvement. Additionally, fostering transparent communication with all team members is vital. This involves discussing constraints, business goals, expectations, and the overall allocation of resources available for the team.

You can facilitate this process by utilizing team retrospective tools or by employing the template provided in the video, which offers a strategic perspective. In general, the discussion should cover:

1. Current Status: Assess the existing state of the strategy, processes, people, and budgets. Evaluate what needs to be ceased to eliminate hindrances and identify aspects that should be continued or introduced for testing in the next 90 days.
2. Expectations and Results: Clearly articulate your expectations and the anticipated outcomes of the proposed changes. This provides a framework for understanding the objectives and aligning efforts toward common goals.
3. Roles and Responsibilities: Seize the opportunity to discuss team roles and responsibilities. Address any signs of burnout among team members and determine if additional support or guidance is needed from managers.

By following this structured approach, you create a foundation for informed decision-making and collaborative action within the team.

Start by defining your marketing objectives by leading a discussion during a meeting.

What’s crucial here is that objectives should be:

• Aspirational: They should motivate and challenge the team.
• Memorable: Keep them simple, short, and easy to memorize. Make them enjoyable.
• Qualitative: Avoid using specific numbers.
• Fit your culture: Informal and fun objectives are acceptable if they align with your organization.

Once the marketing team has discussed their objectives with the team and defined the way they will be measuring success, the team can share this information with the executive team. They should ensure that their company objectives align with those of your department. In some cases, the business shares its OKRs first, and then the marketing team defines their objectives based on those. What is key is that the team spends enough time discussing their objectives for the year from a high-level perspective, but also that they get into the details and discuss roles and responsibilities. Additionally, they should address how they will need support from executives and managers, so they have a clear understanding of how the team overall will impact the success of the organization.

Crafting Your OKR Formula:

Adopt the formula: “I will (objective) as measured by (set of key results).”

This format provides clarity and aligns actions with measurable outcomes. When facing challenges in framing an objective, convert any task into a key result by using the format: “If we are successful with [what], we will have more ___ and/or less ___.”

Discuss Responsibilities & the Overall Implementation:

During a meeting, delve into details such as departmental or team responsibilities and expectations. Ensure clarity, and leverage discussions to refine the implementation of your OKRs.

Discuss:

• What should you start, stop, change, or improve? What is the current status of things, and were certain objectives not achieved previously? What were the blockers? Define the problem.
• Discuss potential initiatives that could help achieve each objective. Have an open discussion.
• Also, discuss what you will have to give up or compromise by starting something new. If there are no more resources or time implemented on process improvements and technology updates, how would the team have enough time to keep current priorities and prioritize these new goals? Which old ones don’t apply anymore, and we should stop working on them?
• Define who is responsible for what in which team and how executives and directors will have to support their teams. It’s key that at all levels, responsibilities, and expectations are discussed.

Questions to self-evaluate your OKRs

• Will this metric drive the behavior we want from the team?
• What consequences could this bring?
• How can we help team members remember these objectives better?

In conclusion, mastering the art of using OKRs involves collaborative goal-setting, effective communication, and regular assessments.

Conducting thorough market research, including a PESTEL analysis and competitive analysis, is paramount before defining a strategy for any business. These analyses provide essential insights into the external factors influencing the market, enabling businesses to understand the broader landscape, identify potential opportunities, and mitigate risks effectively.

Understanding Market Dynamics: Market research allows businesses to comprehend the dynamics of the environment in which they operate. A PESTEL analysis (examining Political, Economic, Social, Technological, Environmental, and Legal factors) provides a comprehensive view of the external forces shaping the industry. This understanding is crucial in adapting strategies to align with the prevailing conditions and anticipating changes that may impact the business.

Identifying Opportunities and Threats: A competitive analysis helps in understanding the strengths and weaknesses of competitors, unveiling market trends, and identifying opportunities and threats. By evaluating the competitive landscape, businesses can position themselves strategically, capitalize on gaps in the market, and proactively address challenges.

Risk Mitigation: Market research serves as a risk mitigation tool. By uncovering potential challenges and threats through systematic analyses, businesses can develop contingency plans and strategies to navigate uncertainties. This proactive approach enhances resilience and equips the organization to respond effectively to unforeseen circumstances.

Informed Decision-Making: Informed decision-making is a cornerstone of successful strategies. Through market research, businesses gain a data-driven foundation that supports decision-making processes. This ensures that strategic choices are based on a solid understanding of market realities, minimizing the likelihood of costly mistakes.

Staying Current: The business landscape is dynamic, with changes occurring rapidly. Regular market research is essential for staying up-to-date with evolving trends, consumer behaviors, and industry advancements. Continuous monitoring allows businesses to adapt their strategies in real-time, ensuring they remain agile and responsive to emerging opportunities or challenges.

In conclusion, market research, including PESTEL and competitive analyses, is indispensable for any organization aiming to develop a robust and adaptive strategy. The insights gained from these analyses not only inform strategic decisions but also empower businesses to stay ahead of the curve and thrive in an ever-changing market environment.

In today’s business landscape, understanding your audience is the key to unlocking growth and engagement. Specially for product and marketing teams.

One powerful tool that can elevate your marketing strategy is market segmentation.

In this comprehensive guide, we’ll delve into what segmentation is, why it matters, and how to effectively implement it for optimal results. Market segmentation is the process of dividing a heterogeneous market into distinct and homogenous segments based on various criteria. These criteria can include demographics, psychographics, behavioral patterns, and geographic locations.  The goal is to identify groups with similar characteristics and needs to tailor marketing strategies accordingly.

One effective tool to help you understand and empathize with your buyer or user is the creation of user personas.

These fictional characters represent your ideal customers, providing a deep insight into their needs, preferences, and behaviors. Aligning your strategies with these personas can be a game-changer for businesses aiming to deliver personalized and impactful experiences.

Let’s delve into the process of creating a persona and explore how to leverage it for success.

To create a user persona, spend time doing research.

Here is the type of information you need to find.

• Define general demographic and characteristics of your segment to better choose what will be the age, location, attitude, lifestyle of this ideal customer.
• What are people saying about the problem or pain? What do they know? What don’t they know?
• Define other things like brands they use, people they follow on social media, etc.

Once you have a user persona created for each of your segments, you can better discuss ideas, marketing strategies, product opportunities that are ultimately aligned with who your user is. It’s a way to think about your users and buyer personas in a way that brings proximity and empathy to the process as they stop being this big market segment and become a person with fears, daily struggles, dreams, needs, etc. A user persona is a holistic approach to understanding and serving your audience better.

The buyer’s journey is the process that a potential customer goes through from the initial awareness of a product or service to the final decision to make a purchase. It is often depicted as a series of stages that customers move through, and it helps businesses understand and address the needs of their audience at each step of the process, looking into potential blocker and pains.

The typical stages of the buyer’s journey are:

• Awareness Stage, when the buyer realizes they have a problem or a need. During this stage they start to research and become aware of possible solutions.
• Consideration Stage. The buyer defines their problem or need more precisely. They research and evaluate different solutions or approaches, and their search online becomes more specific.
• Decision Stage. The buyer is ready to make a decision. During this stage, they compare specific products or services, they look at reviews, they watch videos where other people share their experiences, etc. The goal is to make the final purchasing choice.

When employing a buyer’s journey, consider the activities and channels that could enhance your assistance in guiding the potential buyer to the next stage. For instance, if they are in the decision-making phase, they might require access to product reviews, a comparison table, and additional information elucidating why your offering is distinct. Implementing a promotional strategy could potentially expedite their decision-making process.

Similarly, in the awareness stage, contemplate how you can aid them in comprehending the problem they are facing. Explore ways to build trust, ensuring that they assess and consider your solution in subsequent stages. How can you better assist them in understanding their problem, and what strategies can you employ to instill trust and encourage consideration of your solution in future stages?

The 7Ps of marketing were originally created by Jerome McCarthy but still remain a great approach to how we think about marketing today.

They will help you and your team evaluate the areas of marketing that you need to focus on.

Once there is clarity on the high-level strategy, the marketing team could better focus on the marketing strategy that will support that growth.

To start, the team will start by discussing the product.

• Product. Explore your product and how it satisfies your customers’ needs. Engage your team in discussions about user expectations, the purpose of your product, differentiation, design, branding, and more. Ask yourself these questions: What does a user expect from your product or solution? Why would they use your product? What is the purpose of your product or solution? What needs are you satisfying?
• Promotion. Revolves around how you communicate with your target audience. It includes advertising, public relations, sales promotions, social media, and any other tactics to spread the word about your product or service.
• Pricing. What’s the amount of money your customer or user is willing to pay for your solution?
• Place. Where are you going to offer the product?
• People. Who is your target market? How can your team help you develop a good solution and keep up with the competition?
• Process. How do you execute your idea or solution?
• Physical evidence. What elements will help you position your brand and target the right kind of customers or users? Physical evidence is all of the things that will help you become a well-known company, or help users to identify you, trust you and understand your brand values.

The steps and thinking process: How to approach and leverage this framework?

This is divided into 4 main steps.

1. The first one is to understand the current situation and evaluate what you have done that is working, what has to stop, and what has to change. (Keep, Stop(Bad), Start(New), Change/Improve)
2. The second step is to brainstorm strategy ideas. Once all ideas are on the table, you will have to choose the ones that will help you achieve your current objective, being conscious that focusing on too much or not being able to effectively make a choice could bring chaos and distractions later.
3. The third step is to define the strategy, describing the strategy that encompasses all the ideas selected previously, and then creating a list of actions that you will have to take to implement the strategy.
4. Finally, you will create a 90-day plan. In that 90-day plan, you will define what needs to be done and delivered and what needs to be started during those 90 days. You will revisit and create a new action plan 90 days later.

One key element often determines the success or failure of a brand - it’s positioning. Strategic positioning is the cornerstone of an effective marketing strategy, influencing how your audience perceives your brand and differentiates it from the competition.

Positioning goes beyond mere product features or pricing; it’s about carving a distinct space in the minds of your target audience. It’s the art of defining what makes your brand unique and relevant to your customers. Successful positioning creates a lasting impression that sets your business apart.

Understanding Positioning: Introduction.

Positioning goes beyond mere product features or pricing; it’s about carving a distinct space in the minds of your target audience. It’s the art of defining what makes your brand unique and relevant to your customers. Successful positioning creates a lasting impression that sets your business apart. You can watch the video here.

1) Identify Your Unique Value Proposition:

Start by identifying your Unique Value Proposition (UVP).

What makes your product or service stand out? Is it innovation, exceptional quality, affordability, or a combination of factors? Your Unique value proposition is the foundation upon which your positioning strategy is built.

2) Know Your Target Audience:

Understanding your audience is crucial for effective positioning. What are their needs, preferences, and pain points? Tailor your positioning to resonate with your target demographic. Whether you’re addressing tech-savvy millennials or budget-conscious families, align your message with their values and expectations.

To effectively define your target audience you have to define your:

• Define your market segments (segmentation).
• Define your user and buyer personas.
• Understand how go from awareness >>>>all the way to >>>purchasing. Define and analyse your buyer journey.

3) Competitive Analysis:

A thorough analysis of your competitors is essential. What are they doing well, and where are they falling short?…what you are trying to do during this process is to identify gaps in the market that your brand can fill or areas where you can outshine the competition. Positioning is not just about being different; it’s about being different in a way that matters to your audience.

We often call this the X factor.

The term “X factor” in marketing and product development often refers to a unique or exceptional quality that sets a brand or product apart from the competition. It’s that special element that captures attention, generates interest, and contributes to the overall success of a marketing strategy or product.

4) Consistency Across Channels:

Consistency is key in positioning. Ensure that your message aligns across all channels — from your website and social media to traditional advertising. A cohesive brand image builds trust and reinforces your position in the market.

5) Building Trust and Credibility:

Positioning isn’t just about creating a perception; it’s about building trust.

Deliver on the promises you make in your positioning strategy. Consistently providing value and meeting customer expectations establishes credibility, fostering long-term relationships.

Learn more here. 

Social media is becoming an essential communication channel for any business. When your organization is small, you often have a single person creating all the posts and adding them to the social media calendar to schedule or directly on the platform. However, as your team grows, different stakeholders get involved in the process.

This may include multiple professionals, such as a copywriter providing the copy, a designer creating graphics, and someone approving it and coordinating all the parts. Not only does the whole process need to be strategic, but it is also challenging to manage when too many stakeholders are involved. Managing all of this is far from easy and typically resides in confusing Excel files and multiple messages on a Slack channel that are hard to track or keep certain decisions and knowledge in the dark for certain stakeholders

Tips to enhance your social media strategy

1. Define your audience: Create an additional session and create a persona. Create a list of hobbies, habits, etc. Understand how they think, their needs, and the things that make them get excited.
2. 👉Master “idea hunting”: The secret to growing fast on social is a high hit rate. (#posts that perform well / total #posts) To increase your hit rate, you will have to write posts that are validated. Go to YouTube, Udemy, and Taplio and find some inspiration there. Examples > Seasonal Campaigns: Align your social media content with seasonal events, holidays, or relevant awareness months. > Evaluate what your competitors are sharing.
3. 👉Post evaluation: Viral potential vs Time to create. List 20 ideas or more and score each idea based on viral potential vs time. Select those ideas that have more potential.
4. 👉3 types of viral content: 🔥1) Inspiring: It motivates others to feel inspired and empowered to achieve great things. 🔥2) Educating: It impacts knowledge and helps people learn more about a particular topic. 🔥3) Entertaining: It offers enjoyment or amusement to your followers.
5. 🔥 Define your schedule. 👀Maybe you always post about the same topic on Mondays. Make sure you understand when people are connected, what type of content they look for at certain times and make decisions based on their behavior. Maybe you know that your audience is walking their dogs around 8 am before they go to work, what could be helpful to them? They just probably walk up, so maybe some light content will be better than product updates. Maybe you have noticed that people tend to buy your product on Fridays, maybe that is the day you want to share product updates or some promotions. Think about how many days a will you post, what would you post on a weekly basis, and what would you be posting on a monthly basis. Maybe you want to share a post about your team or your facilities once a month.
6. Social Listening: Leverage social listening tools to monitor brand mentions, industry trends, and competitor activities. Incorporate insights gained from social listening into the content strategy.
7. Interactive Content: Use of interactive content such as polls, quizzes, and surveys to engage the audience actively.
8. Social Listening: Introduce the concept of social listening tools to monitor brand mentions, industry trends, and competitor activities. Incorporate insights gained from social listening into the content strategy.
9. Competitor Analysis: conduct periodic competitor analyses to stay informed about industry trends and competitor strategies.

Let’s go over the details and discuss some of the things mention above a little bit further here

Keep in mind that these are the 3 types of viral content:

🔥1) Inspiring: It motivates others to feel inspired and empowered to achieve great things.

🔥2) Educating: It impacts knowledge and helps people learn more about a particular topic.

🔥3) Entertaining: It offers enjoyment or amusement to your followers.