So, you have a product and you’re ready to go big. But what’s next? With all the options—paid ads, content, social media—it’s tempting to jump right in. Stop. Start smart by answering marketing strategy questions.
It doesn’t matter whether you’re crafting the strategy yourself, working with an in-house marketer, or bringing in a marketing consultant—you need to answer key questions first.
Taking the time to clarify your goals, audience, and approach will ensure your time and money are well spent, rather than thrown at random tactics.
Getting clear on the essentials helps you focus, make smarter investments, and get the results you’re looking for.
Here are the key questions to help shape your marketing strategy—the foundation for a clear and effective action plan.
1. Describe Your Offer
First things first—what exactly are you offering, and why should anyone care? Define what makes your product different so you know how to communicate it.
What is it in one sentence?
Boil it down to a single, clear sentence.
- “A project management app that simplifies task tracking for remote teams.”
- “A cloud-based tool for real-time team collaboration and document sharing.”
- “An AI-driven customer service chatbot that provides instant support and learns from each interaction.”
What makes it different from the competition?
Focus on your unique value.
- “Our app includes a built-in time zone converter, so remote teams can schedule effortlessly across different time zones.”
- “Unlike other platforms, our tool offers unlimited storage for collaborative documents at no extra cost.”
- “Our chatbot is specifically designed for small businesses, offering affordable, easy-to-implement AI-driven support without complex setup.”
Why would people buy it?
Think about the benefits that resonate with your audience.
- “Remote teams need a tool that makes it easy to track tasks without scheduling headaches.”
- “Small businesses need a simple, cost-effective way to manage projects and documents without running into storage limits.”
- “Companies want a fast, responsive way to support customers that don’t require hiring additional staff.”
2. Indicate Your Target Audience
Understanding your audience is critical to creating messaging that resonates. Ask yourself: who are they, and what problems are they trying to solve? This will guide everything from the content you create to the channels you use.
Who Are They?
Start by defining your audience using psychographics (values, interests, lifestyle) and, only if relevant, demographics (age, income, location). Psychographics often reveal deeper motivations, helping you tailor your message to your audience’s needs.
- Example for a SaaS Product: “Small business owners and freelancers who value productivity tools that save them time and streamline workflows.”
- Example for a Mobile App: “Young adults, interested in self-improvement and personal finance, who want an easy way to track expenses on the go.”
What Problems Does Your Product Solve for Them?
Pinpoint the specific issues your product addresses. Understanding these pain points ensures that your messaging speaks directly to what your audience needs.
- Example for a SaaS Product: “Small businesses need a tool to manage client projects without the complexity or cost of enterprise software.”
- Example for a Mobile App: “Busy professionals need a simple way to track expenses, so they can manage their finances without spreadsheets or manual logs.”
Where Do They Look for Advice?
Knowing where your audience goes for information helps you select the right channels for your strategy. Consider what sources they trust—whether that’s influencers, industry blogs, or peer reviews.
- Example for a SaaS Product: “They follow productivity experts on LinkedIn and check out user reviews on SaaS review sites like G2 or Capterra.”
- Example for a Mobile App: “They rely on app reviews on the App Store and trust recommendations from popular finance blogs and YouTube reviewers.”
Example Audience Segmentation
Audience segmentation is helpful if your product serves multiple groups with unique needs. By defining segments, you can target each group more effectively. Here’s when it’s useful, and when it’s not:
When Segmentation Makes Sense: If you’re marketing a plant-based protein shake, segmentation allows you to customize messaging for different groups:
- Fitness Buffs: Ages 20-35, focused on health and fitness, follow influencers in the fitness niche, value quality and performance.
- Eco-Conscious Shoppers: Ages 30-45, prioritize sustainability, read eco-friendly blogs, look for eco-friendly packaging.
- Busy Professionals: Ages 25-40, need convenient options, follow lifestyle influencers, value quick, on-the-go solutions.
When Segmentation Isn’t Necessary: If you’re marketing a specialized SaaS tool, like a time tracker for freelancers, your audience might be narrowly focused on freelancers and small business owners who value productivity and efficiency. In this case, a single audience profile may be sufficient.
3. How Will Customers Buy and Use It?
To create a smooth customer experience, outline the journey from problem awareness to purchase and product use. This not only helps you get your product in their hands, but it also shows you potential friction points where customers might hesitate or drop off.
Purchase Journey
Map out the steps from the moment they realize they have a problem to the point of buying your product. Think about the channels they’ll use and the questions or doubts they might have along the way. Addressing these proactively can improve their experience and keep them on track to conversion.
- Problem Realization: They realize they need help with a specific issue, like staying organized.
- Channels: They might come across blog posts, social media, or word-of-mouth recommendations.
- Questions: “Do I really need a tool for this? Can’t I manage on my own?”
- Research: They start looking for solutions, reading reviews, and comparing options.
- Channels: Search engines, SaaS review sites (e.g., G2, Capterra), and YouTube reviews.
- Questions: “Is this tool reliable? What are the real user experiences?”
- Consideration: They visit your website, check testimonials, look at pricing, and possibly sign up for a free trial.
- Channels: Your website, social media, blog, and email marketing.
- Questions: “Is this worth the price? How easy is it to use? What if it doesn’t work for me?”
- Purchase Decision: They’re ready to buy, upgrading to a paid plan after testing the product.
Potential Doubts: “Is this the right choice? Can I get a refund if it doesn’t fit?”
User Journey
Once they’ve purchased, think about their journey from the first interaction to solving their problem. Plan out each step so they feel supported and engaged, but also think about potential drop-off points where users might lose interest or feel frustrated.
- Onboarding: They receive a welcome email, a quick-start guide, and access to tutorials.
What Could Go Wrong: They might feel overwhelmed with setup, or find the instructions unclear. To prevent this, ensure onboarding is simple, and consider an option to chat with support.
- First Use: They explore the product, set up initial tasks, and try out core features.
What Could Go Wrong: Without enough guidance, they might struggle to get started and abandon the product. Tooltips, in-app guidance, and a friendly walkthrough can help ease them in.
- Ongoing Engagement: They get periodic tips, feature updates, or helpful resources to enhance their experience.
What Could Go Wrong: If they don’t see regular value, they may become inactive. Keep engagement high by sending relevant tips, progress tracking, and milestone achievements.
- Problem Resolution: They achieve what they set out to do—whether it’s staying organized, completing tasks, or solving a specific need.
What Could Go Wrong: If they don’t see tangible results, they may decide the product isn’t worth it. Highlight wins and remind them of their progress to keep motivation high.
By understanding both the ideal journey and potential roadblocks, you’ll be better prepared to guide customers smoothly from interest to loyalty. This clarity can also help you refine your product, customer support, and messaging to keep people engaged every step of the way.
How to Use These Questions to Shape Your Marketing Strategy
Many business owners skip over these questions, diving straight into tactics. But if you take the time and effort to answer them, it will pay off. Don’t rely only on what you think you know—do some research, and whenever possible, ask your customers directly.
So, what does each question help you uncover? Here’s a quick breakdown:
- By defining your offer, you create the basis for clear positioning.
- Understanding your audience allows you to craft messages that resonate.
- Mapping out the purchase and user journeys guides you in choosing effective channels and refining the customer experience.
Download the Marketing Strategy Questions Template to keep everything in one place for easy reference and streamlined planning.
If you’re unsure about any step, I’m here to help. Book a free consultation, and I’ll answer your questions to make everything clear and actionable.