Marketing is a word that can stir up a lot of emotions for business owners. For some, it’s excitement – the thrill of attracting new customers and watching your business grow. 

But for many, it’s more like frustration, confusion, and even dread. Why?

Because marketing today can feel incredibly complex. There are countless channels to manage, strategies to execute, and metrics to track. It’s no wonder so many business owners feel overwhelmed.

But what if I told you that marketing doesn’t have to be complicated?

What if there was a way to cut through the noise and focus on what really matters?

That’s exactly what I’m going to show you today with the Marketing Snapshot – a simple, yet powerful tool that can transform your approach to marketing and set your business up for success.

The Problem: Marketing Has Become Too Complex

Let’s start with a harsh truth: most businesses overcomplicate their marketing. It’s not your fault – the marketing world is filled with shiny objects, new trends, and endless tools that promise to deliver incredible results. The problem is that chasing these trends often leads to fragmented efforts, wasted time, and frustration. Instead of clarity, you get confusion. Instead of results, you get noise.

Here’s what I’ve learned after years of working with small business owners: the best marketing is simple. Simple because it’s focused. Simple because it’s consistent. Simple because it’s based on a system.

The Solution: A Simple, Systematic Approach

What if you could distill your entire marketing strategy onto one page? What if you had a clear, concise plan that guided every marketing decision you made? That’s the idea behind the Marketing Snapshot.

The Marketing Snapshot is a one-page tool designed to capture the essential elements of your marketing strategy. It’s not about cramming everything you do onto a single page – it’s about focusing on what really matters. It helps you identify your ideal client, craft a compelling core message, and choose the right channels to reach your audience. It’s a simple, systematic approach that brings clarity and direction to your marketing efforts.

Breaking Down the Marketing Snapshot

So, what exactly does the Marketing Snapshot include? Let’s walk through each section.

1. Ideal Client

This is where it all begins. You can’t create an effective marketing strategy if you don’t know who you’re trying to reach. The Ideal Client section helps you define exactly who your best customers are – not just in terms of demographics, but also their needs, challenges, and behaviors. By understanding your ideal client, you can tailor your marketing efforts to attract more people like them.

2. Core Message

Your core message is the heart of your marketing. It’s the promise you make to your customers – the reason they should choose you over your competitors. In this section, you’ll craft a message that resonates with your ideal client, speaks to their pain points, and clearly communicates the value you offer.

3. Core Channels

With your ideal client and core message defined, the next step is to figure out where to reach them. The Core Channels section helps you identify the most effective marketing channels for your business. Whether it’s social media, email, content marketing, or something else, this section ensures that your efforts are focused where they’ll have the biggest impact.

4. Brand Strategy

Your brand is more than just a logo or tagline – it’s the perception people have of your business. In this section, you’ll define your brand’s mission, vision, and values, and ensure that everything you do aligns with your brand identity. A strong brand strategy helps you build trust and loyalty with your customers.

5. Growth Strategy

This section is all about scaling your business. Whether it’s through new product lines, expanding into new markets, or increasing customer lifetime value, your Growth Strategy will outline the steps you need to take to achieve your business goals.

6. Customer Strategy

Your marketing doesn’t end once someone becomes a customer. The Customer Strategy section maps out the entire customer journey – from awareness to advocacy. It ensures that you’re not only attracting customers but also nurturing them into loyal, repeat buyers who refer others to your business.

Why the Marketing Snapshot Works

You might be wondering, “Can something this simple really make a difference?” The answer is a resounding yes. 

The Marketing Snapshot works because it forces you to focus on the most important aspects of your marketing strategy. It eliminates the distractions and helps you see the big picture.

Here’s why it’s so effective:

• Clarity: With everything distilled onto one page, you gain a clear understanding of what you need to do and why. No more second-guessing or getting lost in the weeds.
• Focus: The Marketing Snapshot helps you prioritize your efforts. Instead of spreading yourself thin across dozens of tactics, you focus on the strategies that will have the biggest impact.
• Consistency: Marketing success doesn’t happen overnight. The Snapshot keeps you consistent by providing a roadmap to follow, ensuring that your efforts are aligned and working together.
• Simplicity: There’s beauty in simplicity. The Snapshot cuts through the complexity of modern marketing and brings you back to the basics- the things that really matter.

How to Get Started with the Marketing Snapshot

How can you start using the Marketing Snapshot in your business?

The first step is to take a step back and assess your current marketing efforts. Are they aligned with your business goals? Are you targeting the right audience? Is your message clear and compelling?

Once you’ve answered these questions, it’s time to fill out your own Marketing Snapshot. If you’re not sure where to start, don’t worry – I’m here to help.

I’m offering a free training where I’ll walk you through the process of creating your own Marketing Snapshot. By the end of the session, you’ll have a clear, concise plan that you can put into action right away.

Start Transforming Your Marketing with the Marketing Snapshot

Marketing doesn’t have to be a headache. It doesn’t have to be complicated. With the Marketing Snapshot, you can simplify your approach, gain clarity, and start seeing real results. It’s time to stop chasing trends and start focusing on what really works.

If you’re ready to transform your marketing and grow your business, I invite you to join me for this free training. Let’s make marketing simple, effective, and fun again.

Want to stay ahead of your competition and keep your business growing? A solid marketing strategy and understanding the Marketing Strategy Pyramid are key.

With AI evolving fast, attention spans shrinking, social media algorithms constantly changing, unpredictable ad costs, and tighter privacy rules, it’s easy to get caught up in the latest “quick fixes.”

But what your business—or your clients’ businesses—really needs is a steady guiding light to stay on track. That’s where the Marketing Strategy Pyramid comes in.

You can catch the podcast episode here if you would rather listen to me talk about the Marketing Strategy Pyramid.

What is Marketing Strategy?

It’s easy to get tangled in the jargon of marketing tactics, but at its core, a marketing strategy is the master plan that sets the direction for how your business will compete and stand out in the marketplace.

For fCMOs and business owners, it’s critical to not just know but to master the art of aligning these strategies with broader business objectives. 

For businesses, it’s important to prioritize strategic planning over quick fixes. Strategic planning provides the framework to make decisions that enhance long-term sustainability rather than just immediate gains.

If I were to give marketing strategy an emotional definition, it’s how you will place the flag in the sand to say, “Here’s how we’re going to dominate.” But that probably isn’t helpful in understanding how to create a successful marketing strategy. That is why I built the Marketing Strategy Pyramid.

The Marketing Strategy Pyramid

Think of the Marketing Strategy Pyramid as your roadmap for integrating comprehensive strategies with your business’s key goals. The Marketing Strategy Pyramid shows that there is no one magic marketing strategy or marketing tactic. It’s really about integration, and that’s what we do for clients, something we call Strategy First. 

The Marketing Strategy Pyramid has five layers to it, and the middle three layers are really the marketing strategy component and everything rests on the overarching business strategy.

3 Core Components of the Marketing Strategy Pyramid:

• Business Strategy: This is the bedrock that focuses on growth, dominating your market, and retaining clients.
• Marketing Strategy: This layer is the heart of the operation, including brand, growth, and customer strategies.
• Team Strategy: The capstone that ensures your strategies are executed flawlessly by your team.

When we come in to work with a client, the main thing we are there to do is develop the marketing strategy and then the list of tactics to employ that strategy, but everything is based on the overarching business objectives. So if growth is a business objective, if dominance in a market is a business objective if retention of clients is a business objective, then the marketing strategy is built around that and only that to begin with.

Business Strategy

The foundation of all of this is the business strategy, which sets the stage for every tactical decision.

For example, the very first thing we do in working with a client is try to understand where they’re going, try to understand the profit that they want to make in this business, try to understand the market share that they want to enjoy before we ever start really suggesting anything.

And unfortunately, very few marketers actually take that approach. Very few business owners actually take that approach. They want to hire a marketer to generate some leads, and that usually leads them to doing a whole bunch of different tactics that they shouldn’t be doing and takes them away from focusing on the things that are actually going to allow them to meet their marketing objectives and drive real growth.

Developing a Marketing Strategy

The marketing strategy is the meat of the Marketing Strategy Pyramid and consists of brand, growth, and customer strategies. These three elements reflect the comprehensive journey a customer takes with your business.

At Duct Tape Marketing, we believe this is how a customer or a lead effectively moves through a business. These three elements reflect the marketing journey inside of the marketing strategy. 

Often, people end their marketing strategy with a clever tagline, colors, and logos, and they call it a day. But what I want to suggest is a marketing strategy actually runs through the entire customer journey. 

We use something called the Marketing Hourglass. It’s a tool we use to reinforce this idea of the customer journey. 

The Real Brand Strategy

Brand strategy is where we will help identify who makes an ideal customer, narrow the focus, and define the products and services the customer is looking for. 

We also are going to focus a great deal of attention on messaging. Are we promising to solve that ideal customer’s biggest problem as opposed to, here’s what we sell, so nobody cares what we sell; they want their problems solved.

• Narrowing Focus: Pinpoint your ideal customer to tailor your marketing efforts directly to them.

• Defining Offerings: Clarify what you provide that specifically solves your customers’ problems.

• Messaging: Shift the conversation from what you sell to how you solve their biggest headaches.

For example, consider Cedar Ridge Retreat Homes, who came to us facing significant challenges in marketing their luxury home-building services. Their previous marketing efforts failed to resonate, leaving their brand message unclear and poorly aligned with their business objectives. 

Through our “Strategy First” process, we pinpointed their ideal customer and crafted a resonant brand identity that emphasized retreat spaces over generic rentals. This strategic pivot not only clarified their offerings but positioned Cedar Ridge for substantial growth in their niche market.

Brand strategy development also includes things like how we want to be perceived. Are we fun? Are we very serious? Are we analytical? This drives all of your content. Lastly, many people put this first, we want to make sure that the names, colors, graphics, logos and things all support the message and the brand promise are aligned. That is all the first part of marketing strategy.

Formulating a Growth Strategy

The second part is the growth strategy. What are the tactics we’re going to use to attract, build trust, get people to try and buy from us? 

The growth strategy includes all of the communication and content designed to move people through the Marketing Hourglass stages. Certainly, it’s advertising and all the things that create awareness. It should also be about building trust and facilitating a seamless buying experience.

• Content and Advertising: Use these tools to educate and engage potential customers.

• Sales Processes: Create processes that are as streamlined as they are effective.

By staying attuned to the current landscape, we, as fractional CMOs, can pinpoint the opportunities and challenges that will shape the success of our strategies. For instance, if we observe a rising trend in video content consumption and it aligns with the business strategy, it’s essential to weave video marketing into our growth plans to effectively capture and engage our client’s target audience.

Building a Customer Strategy

After the sale, the real work begins. Your customer strategy should aim to turn first-time buyers into lifelong fans and advocates. This includes:

• Onboarding: Make their first experience with your brand unforgettable.

• Customer Engagement: Keep the dialogue going and the relationship growing.

• Referral Programs: Use satisfied customers to bring in new ones. I wrote an entire book on referrals called “The Referral Engine: Teaching Your Business to Market Itself” that covers this topic extensively. 

Our past customers are often our best customers. Did you know 80% of a company’s revenue comes from just 20% of its existing customers? 

By investing in these customer loyalty strategies, you can build a base of devoted customers who drive sustainable growth for your business.

Implementing a Team Strategy

So their overarching business builds on this business strategy, has marketing strategy in the middle, and the cherry on top is the team strategy. 

The team is there for the execution. You build it (business strategy), communicate it (marketing strategy), and execute on it (team strategy). 

Team strategy includes:

• Team Alignment: Ensure everyone is on the same page and fully equipped to deliver.

• Training and Development: Keep your team sharp and informed with regular training.

• Culture: Cultivate a team culture that attracts and retains top talent, emphasizing values that elevate both the company and its clients.

As a business owner, the team also allows you to scale efficiently and effectively.

 “If you want to go fast, go alone. If you want to go far, go together.”

For fCMOs and business owners, a well-crafted marketing strategy is more than a set of tactics. It’s a comprehensive system that threads through every layer of your business. By leveraging a structured approach like the marketing strategy pyramid, you can align your business goals with your marketing efforts to drive real, sustainable growth.

Visit dtm.world/growth for insights and tools to understand your or your clients’ marketing strategy and ultimately grow your business.

Navigating this journey isn’t just about knowing what to do; it’s about making strategic moves that make sense for your business. 

As a marketing consultant, I meet numerous business owners who are all set to take their companies to new heights. But, I’ve also noticed a consistent pattern of confusion about what a marketing strategy truly entails. It’s a detailed plan designed by businesses to promote their product or service through different channels and tactics, in order to accomplish their business goals and understand their customer needs.

But, today I’m not just going to define it for you. Instead, let’s uncover the 10 symptoms indicating your business might be operating without a solid marketing strategy.

If you find yourself nodding along to any of these symptoms, it’s high time to collaborate with a strategic professional.

1. Trying To Be All Things To All People

We’ve all been there. If I’m a dentist, anybody with teeth is my ideal client, right? But this approach, while maybe attracting clients, fails to identify your most profitable, ideal, and best customers. Without understanding this, how can you effectively attract more of them?

Instead focus on being the right thing to the right people.

The idea of being a universal solution might seem appealing initially, but the truth is, you can’t be all things to all people. In the world of business, it’s crucial to identify your specific target market – the people who will benefit the most from your product or service.

Who is your ideal client? What are their pain points? What can you offer them that your competitors can’t? By identifying and understanding your ideal client, you can tailor your marketing efforts to reach them more effectively instead of casting a wide net and hoping to catch something.

2. Lack Of Competitive Edge

Sound familiar? You’re a commodity. In your clients’ minds, every business that offers the same services is pretty much the same. If you’re just one of many, why should they choose you over ten others who look just like you?

Create one.

To prevent falling into the “commodity trap”, strive to create a unique value proposition. What makes you different? Why should clients pick you over competitors? Developing a distinct competitive edge doesn’t happen overnight, but it’s well worth the effort. It will allow you to stand out in your market, so you aren’t forced to compete solely on price.

3. Forced To Compete On Price

If your customers can’t distinguish how you’re different or unique, they’ll default to comparing prices. And as we all know, price is a terrible place to compete. There will always be someone willing to sell cheaper than you do.

Instead charge a premium.

If you’re struggling to differentiate your offering and find yourself competing primarily on price, you might need to reconsider your marketing strategy. The goal should be to provide such outstanding value that your customers are happy to pay a premium for your services.

Instead of lowering your prices to compete, consider how you can add more value. How can you make your customers’ lives easier, save them time, or help them achieve their goals? By focusing on value over price, you can charge a premium and boost your profitability.

4. Wasting Money And Resources

Without a clear strategy, you’re constantly testing the waters, never really sure what’s working. There’s a significant chance that most of your efforts aren’t producing the results you expect.

Make sure to resource allocation and track performance.

Where are your marketing dollars going? Are you spreading them too thin across too many platforms or channels without really knowing which one is driving results? A robust marketing strategy will include a clear plan for resource allocation backed by regular performance tracking. This approach ensures you’re investing your money and time in avenues that drive results and help you understand what works best for your business.

5. Inconsistent Branding

Branding isn’t just for large corporations or soap bars. It’s about how customers perceive your promise or your values. Inconsistent branding leads to confused customers; you either stand for nothing, or you represent confusion.

Be Consistent.

Inconsistent branding leads to confused customers, and confused customers seldom become loyal customers. Be clear about what your brand stands for, and make sure this message is consistent across all your marketing channels. This includes your website, social media platforms, email marketing, and even your offline marketing materials. Remember, the least expensive thing you can do is to get more business from existing customers. 

6. Low Customer Retention

 You’re losing customers as fast as you’re getting them. Remember, the most cost-effective marketing is getting more business from existing customers.

Enhance your customer retention.

It’s cheaper to keep an existing customer than to acquire a new one. By focusing on customer retention, you can increase your profitability. This might involve launching a loyalty program, consistently exceeding customer expectations. Here are some ways to make sure you’re always delivering an outstanding value to your customers.

7. Poor Online Presence

Today, every business is served by having a robust online presence. If your online presence is weak, it’s likely a symptom of a reactive and weak marketing approach.

Improve your online presence. 

Today, an online presence is non-negotiable. But it’s not enough to just “be online”. You need to have a strategic approach to your online presence. This involves a well-designed, user-friendly website, an engaging social media presence, and maybe even a content marketing strategy that helps establish you as a leader in your field. You need a consistent online presence.

8. Untracked Performance

Do you have no clue what’s working and what’s not? Maybe business is fine, but you don’t know why or whether it will still be good tomorrow.

Set a tracking performance strategy.

A well-defined strategy allows you to set Key Performance Indicators (KPIs), like website traffic, leads, conversion rates, or customer retention rates. Tracking these KPIs provides invaluable insights into what’s working and what isn’t, enabling strategic adjustments.

Having a marketing strategy is about setting goals, tracking progress, and making necessary tweaks. Consistent performance monitoring assures your marketing efforts are steering your business in the right direction.

9. Missed Opportunities

Without a strategic focus on your ideal client, you miss the chance to serve them better. You also overlook the potential for partnerships and referrals.

Capitalize on opportunities.

Every customer interaction presents an opportunity. Are you making the most of these? Could you upsell or cross-sell? What about partnerships and referrals? Data tells that referrals have a 16% higher lifetime value rate, and a 37% higher retention rate than leads generated from other marketing channels. A marketing strategy helps you to spot and seize these opportunities.

10. Flat Sales And Profits

If your sales are flat, and your profits are flat or non-existent, you feel like you’re stuck in a rut.

Boost your sales and profits.

Lastly, if you find your sales and profits are flat, this is a sure sign you need to rethink your marketing strategy. Integrating sales with a well-executed marketing strategy can help you target your most profitable customers, differentiate your offering, and ultimately drive business growth.

Recognizing and admitting that you’re suffering from these symptoms is the first step towards a cure. The next step is taking action. And that’s where the AI Prompts for Building a Marketing Strategy toolkit can truly make a difference. Start creating your complete marketing strategy with this prompts and 
see the difference a focused and efficient marketing strategy can make to your bottom line.

Are you ready to turn these symptoms into solutions?