5 W’s of Marketing

5 W's of MarketingAlong with a thorough Needs Assessment and Website Audit, a critical component of the Goals and Strategy phase is identifying your 5w’s of Marketing.  The Who, What, When, Where, Why and How of your target customer and prospects.  If you take some time and think over these 5 factors and ask yourself these important questions it will be very beneficial in determining the best course of action moving forward.

Who- This is the most important of the 5W’s because all your other answers will come from your response to this question. In order to market effectively you have to know who you are marketing and the more specific you can be in identifying your “avatar” or profile of the perfect prospect the better you will be able to reach them with the right message at the right time and at the right place.

What- What need, want and desire does your company or product fulfill?   What is your “WHO” looking for?  Many will be create their product first and then find your target market. When in reality you should identify your target market (Who) first and then create your product or service (What) for them.

Where- Where will you find your prospects and customers?  Or just as importantly where will your “WHO” find you? Where do people looking for your product and services spend their time?   What interests them? What do they read? Who do they associate with?

When- Is your marketing relevant to the timing of people looking for it? s there a particular time of the year that you may get a better response? Maybe you find that you get the most conversions when this happens…Is your marketing relevant to the timing of people looking for it?

Why- Why would your prospect or customer want what you have to offer?  Why would they choose your company or service?What do you and your company have to offer that is different than the next company?  What is your Unique Selling Proposition or what sets you apart from the competition?

How – The last is How are you going to get your message to your target market?  What type of media will you utilize? Offline, Online…Both? What specific kinds of media?  search engine marketing or pay per click advertising?