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7 Essential Marketing Strategy Principles Every Business Must Follow

Kinga Edwards
7 Essential Marketing Strategy Principles Every Business Must Follow

A marketing strategy is a plan to promote and sell your products or services. It includes the tactics you will use, the channels you will use them on, and the time frames in which you will do so.

Create an Enduring Value Proposition

An enduring value proposition is one that resonates with your customers and helps them see the importance of what you offer. It should be aspirational, yet achievable, and it should help your customers see how using your product or service will make their lives better.

To create an enduring value proposition, start by identifying your target market. You need to understand who your ideal customer is and what motivates them. Once you have a clear picture of who they are, you can create a message that speaks to their needs and interests. You also need to think about how you can deliver on this promise in a way that is both unique and compelling. Ultimately, an enduring value proposition will help you differentiate yourself from your competition and win over new customers.

Target Your Audience

There are a few key principles to follow when creating a marketing strategy. The first is to target your audience. You need to figure out who you are trying to reach and what will appeal to them. Once you know this, you can create a marketing plan that focuses on delivering your message specifically to them.

Another principle is relatability. You want your message to be something that people can relate to and feel passionate about. This helps encourage them to take action and support your product or service. Finally, it’s important to understand the customer’s needs and wants. By understanding what they want, you can create products or services that meet those needs and make customers happy!

Build a Brand Positioning Statement

Building a brand positioning statement should be a top marketing strategy principle. A brand positioning statement is a clear and concise statement of the company's unique selling proposition (USP), which is what differentiates it from its competitors. The USP should be communicated clearly to consumers so that they know what to expect when they buy the company's products or services.

A good way to create a brand positioning statement is to analyze your company's competition and identify their USPs. Then, you can create a statement that reflects your company's values and beliefs while still being distinct from your competitors. You should also make sure that your positioning statement is consistent with the overall marketing strategy of your company. For example, if you're targeting young adults, make sure your positioning statement reflects this target market and customer feedback.

Develop Product or Service Offerings

There are a few key principles to keep in mind when creating marketing strategy for your products or services. In order to stand out and be successful, it is important to offer a unique value proposition. This means that you should focus on what your product or service can do that no other product or service can. Additionally, it is important to create an effective customer acquisition and retention strategy. By understanding who your target market is and how you can reach them, you can ensure that you are providing the best possible experience for your customers.

Select Channels of Distribution

Marketing strategy principles use channels of distribution to reach more consumers. Direct-to-consumer (DTC) marketing is a method of selling products directly to consumers through the Internet or other media. This type of marketing can be more effective because it bypasses traditional intermediaries, such as retailers, and allows businesses to connect directly with buyers.

Another channel of distribution is indirect marketing. Indirect marketing involves using third parties to deliver the message, such as advertising in magazines or television programs that target a specific audience. This type of marketing is often less expensive than DTC marketing, but it may not be as effective because it does not allow businesses to connect with potential customers on an individual basis.

Finally, there is cross-channel marketing. Cross-channel marketing involves using multiple channels to reach consumers, such as online and offline media, social media platforms, webinars, and mobile apps. This approach can be more effective because it allows businesses to target a broader range of potential customers and increase their chances of reaching them in a timely manner.

Measure Results and Adjust Strategy as Necessary

The first step in any marketing strategy is to measure the results of your efforts. This includes understanding what you are trying to achieve and how you are achieving it. Once you know what is working and what isn't, you can make adjustments to your strategy as needed.

It's also important to keep an eye on the competition. If they are doing something that is working for them, it's important not to ignore it - but also don't be afraid to try new things if they seem to be working better. By staying flexible, you can stay ahead of the competition and create a winning marketing strategy. You can also use SaaS content marketing agency services to boost your efforts.

Adapt to Changing Market Conditions

In order to remain competitive in a constantly shifting market, businesses must be able to change with the times. This means being able to adjust marketing strategies as needed in order to reach the right customers and generate sales. There are a few key principles that can help businesses adapt their marketing strategies effectively.

First, businesses should always remember that customers’ needs and wants change over time. It is important not only to understand what current customers want, but also to keep an eye on potential new customers and what they might want from your product or service. This sort of continual research is essential for staying ahead of the competition and ensuring you remain relevant in a changing market.

Second, it is important for businesses to stay flexible when it comes to their marketing strategies. They should not be afraid of making changes if they believe that doing so will result in better results for their business. For instance, if a business finds that online ads are not resulting in as much sales as they had hoped, they may reconsider their approach and try something new instead (like running print ads). 


Creating a solid marketing strategy is essential for any business. It can help you increase sales and market share, improve customer loyalty, and achieve financial goals.

Kinga Edwards
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