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IMC23: Marketing Strategy: Foundation

My recommendations and advice for a startup or business new to marketing.


Marketing Fundamentals walkthrough (Foundation)
My recommendations and advice that I have gained from working with over 500 companies in the last 10years. This is the Foundation level out of the series which is targeted at startups and businesses that are new to marketing.

Planning Section Highlights

  • Write down three things you’d like your business to achieve over the next 12 months
  • Take each objective and note down how you’ll achieve them
  • Try writing your company strap line in 20 words
  • Describe your ideal customer in 5 words
  • Listen to how Gina Geoghegan started her drinks business Wild Fizz Kombucha 

Top Tip: Spend more time on your planning than anything else as every hour you spend planning will save you so much time in the long run.

Analytics Section Highlights

Start setting things up as when you advance to the other marketing levels you will have something useful to work with.

  • Set up a Google Analytics profile for your website
  • Read beginners guide to Google analytics
  • Set up a monthly Google Analytics email report

Website Section Highlights

I am assuming you have sort of website, if you don’t skip this section but for now we want to see where you are:

  • Grade your website performance
  • Make a backup of your website
  • Check your website has no page errors
  • Update your website content manager and any plugins to the latest version
  • Add a cookie policy to your website to be GDPR compliant

Helpful Links:

SEO Section Highlights

  • Check you have a Google friendly site
  • Localise your primary keyword
  • Research your primary keyword
  • Find out the Google position for your primary keyword
  • Check home page title and description are eye catching and interesting

Helpful Links:

Social Section Highlights

A couple of simple things to cover but we go into more depth on the Pro Level:

  • Set up a personal LinkedIn profile
  • Set up a Google My Business page
  • Get Local with Facebook and Google My Business

Helpful Links:

Business Section Highlights

This is everything else, all the admin but all useful stuff

  • Understand basic marketing and accounting terms
  • Set up a spreadsheet to log your business numbers