So, in a recent LinkedIn Poll – 74% of people said they thought Strategy comes before Planning …

 

… and they were right – Strategy does come first!

 

But…. what’s the difference between the Marketing Strategy and the Marketing Plan?

 

There are many versions of this but here’s mine;

 

The MARKETING STRATEGY IS A STATEMENT OF FACTS – or ‘THE WHAT’.

 

> It needs to state your GOALS 

 

> It needs to state your overall VISION (for the business)

 

> It needs to state your MISSION – why you do what you do (for the clients)

 

> It needs to state your (broad) INTENTIONS – what you’ll do as a business to achieve the Vision, Goals, and Intentions

 

> It needs to have a SWOT Analysis – to state the OPPORTUNITIES AND STRENGTHS vital for the planning part of Marketing

 

> It needs to state positioning – an OVERVIEW of where the business is currently (also got from a simple SWOT Analysis)

 

> It needs to state your OFFERINGS (products or services – the things you sell)

 

> It needs to state the UVP (your Unique Value Proposition) – what’s in it for the customer

 

> It needs to state who your IDEAL CUSTOMER or TARGET MARKET is (the Intentions will state how you’ll reach them)

 

> It needs to state your (Company) BRAND VALUES – also vital for the SWOT and UVP

 

I like to think of the Strategy as a sort of ‘Control Document’ – you state the facts as they are at the time of writing.

 

The marketing plan says HOW you’ll deliver the above, we’ll save that for another time.

 

So…

 

The Marketing Strategy = Facts (the What)

The Marketing Plan = Details (the How)

 

The real question today – is do you have a documented Strategy?

 

And if the answer is a big fat NO and you’d like some help, you can book a Free of charge Clarity Call with me here.