Marketing Strategy Canvas

Many people use The Marketing Bible for a Digital World as a guide to give concrete form to their strategic marketing plans. I regularly got requests for a hands-on approach to for developing a strategy. While the book provides all the principles and insights you need, it doesn't include a concrete marketing tool or roadmap.

That's why I developed this Marketing Strategy Canvas, a tool that can be used for both traditional and digital marketing plans.

 
 

The principles are as follows:

  1. Establish the fundamentals of your company, product line or offering using Simon Sinek's golden circle (Why, How & What).

  2. Clearly align your customers. Who is in the value chain between your company and the end customer. And who exactly are your customers, what is their profile, how do you describe the target group, what are their motivations.

  3. Analyse the customer journey for each of the target groups, and determine which communication channels (social media, website, search, trade fairs, brochures, salespeople, etc.) are relevant in each phase.

  4. Make the same analysis in the customer journey but for the message you want to deliver in each phase.

  5. Are you launching something new, in other words, are you starting from a blank marketing sheet? Or are you building on an already existing marketing plan? Depending on the answer to that question, you set different priorities. For ongoing products or companies, you prioritise according to the company's goals, for start-ups and new business, the priority is always first on the conversion moment (decision phase).

Repeat steps 3 to 5 for each target group.

Download the marketing strategy canvas free of charge now.

MARKETING STRATEGY COACHING

If you want to get started immediately with a detailed step-by-step plan, an online video course, and a coaching session with the author, be sure to check out the Marketing Strategy Canvas coaching package.

Collaborate on your marketing strategy

The Marketing Strategy Canvas is also available as a template on Miro. Perfect for collaborating on your strategy with colleagues around the office or remote.