Strategic planning helps teams to work towards a common and clear goal. A typical strategy would be formulated by taking the following steps:
Conducting a SWOT analysis - essentially this is an internal and external audit of your business where we identify the Strengths, Weaknesses, Opportunities, and Threats.
Implementation - this is where the goals and targets are established and as a result, allocating resources to realise the company’s vision.
Evaluation - where performance is measured against company targets and revisions are made to the strategy where needed.
Strategic planning is another example for promoting collaboration, structure and revealing individual talent within an organization.
Problem-solving is an invaluable skill when it comes to digital marketing. Mainly because the digital landscape is constantly evolving which in turn, presents new challenges in reaching and engaging audiences.
This is all about being able to identify, understand and present solutions to problems.
A great deal of time and effort is dedicated to understanding what drives consumers to take action.
In other words, they help us see which parts of a campaign have had a direct influence on the customer outcome.
It’s rare and unlikely that a person will just jump online, head straight to a website and make a purchase immediately with no diversions.
What’s more probable, is that they have undertaken some light research; checking out the social media page, navigating the website, maybe reading a blog or listening to a podcast.
With so many possible touchpoints all sharing responsibility for customer conversions, attribution models dissect the data to assign credit where it's due.
Product marketing is the process of creating a product, bringing it to market, promoting it, and selling it.
Copywriting is the art of using persuasive language that gets users to take the desired action.
Like all conversion-oriented practices, it can be misused and if done improperly, manipulative. But great copywriting is about connecting with people. It’s taking the time to do your research and really get into the minds of your target audience. Copywriting is what connects the brand to the consumer.
3. Channel Expertise
The tier below this then represents the field of expertise that you may specialise in.
Remember though, the idea of a T-Shaped marketer is to simply understand the premise of each marketing tac to help inform strategies; you’re not expected to have deep knowledge of every single one.
A closed marketing system whereby the output is fed back into the input, creating a loop.
Some of the main benefits of growth loops are their low cost, as their results compound over time. For example, you might spend a bit of money acquiring a new app user but once that user refers one or two people, the effect is compounded.
This refers to how businesses can improve the likelihood of being recommended by users. Through storytelling and creating positive customer experiences, brands can promote themselves with referrals. A happy customer is your best salesperson.
Finding your expertise
Now that we’ve looked at the profile of a T-shaped marketer, all that’s left is to figure out your expertise.
If you’re unsure about where to start, take 5 minutes with our T-Shaped Quiz to find out what skills you’re best suited for.