A marketing foundation is a set of values and goals that you can use to guide your marketing decisions. These are the basic steps you must take to build your brand’s visibility.
It’s a great way to ensure that your marketing efforts align with your company’s vision and helps you avoid wasting resources on priorities that don’t align with what your customers want.
Foundational Marketing Components
Content Inventory
Your content inventory is where you keep track of all the content created for your business, broken down by type of content and topic. You’ll be able to see who wrote each piece, when it was published, and who it was published for. If a piece of content needs to be updated or changed, you can do so easily from this section.
Personas
Personas are fictional characters that represent real people with whom your company wants to market. They can be based on actual customers or potential customers or be completely made up. It doesn’t matter as long as they’re helpful! You’ll use personas throughout every step of the marketing process, from planning to creating content to deciding how much money to spend on ads and other paid promotion methods.
Value Proposition and Brand Voice
The value proposition is a company’s promise to its customers, which should be communicated through the brand’s voice. The value proposition will give you an edge away from your competitors, so it’s important that you make sure it’s in line with your mission and vision.
Capable Website
Your website is one of the most vital aspects of your digital marketing strategy and one of the most overlooked. You should have an easy-to-navigate website and an intuitive design that makes sense for visitors and be aesthetically pleasing. It should also have a well-defined call-to-action so that visitors know precisely what they’re supposed to do once they land on your site.
Elements of Foundational marketing
Updating Your Website With Fresh Content
A visitor to your website will first see the content on the homepage and other pages. If you want to keep your visitors interested in what you offer, it’s important to keep your website updated with fresh content. This can include new blog posts, tutorials, or product announcements.
Posting on Social Media
Social media has proven to be the perfect way to interact with customers and potential clients. You can post about new products, promotions, or upcoming events. Social media also allows you to share customer testimonials, which can be very effective if done correctly.
Email Marketing
This is among the best ways to stay in touch with your customers. You can use it to send information about new products, sales, or even just tips and tricks for using your product. If you have a newsletter or blog, you can include links to those in your email newsletter and other information about your business.
Conclusion
In the end, foundational marketing is about building a solid foundation for your company as it grows toward success. It encompasses many of the core goals of marketing but also reaches beyond them to address critical points in understanding and enabling growth. It is built upon a few basic tenets and practices, but they’re nothing to be afraid of—they can be surprisingly simple to implement.
