Establish the unmet need your product or service is providing your customers.  This will frame your product positioning to be used in your communications.


Determine what is unique about your product that differentiates it from your competition.  Your product benefit needs to stand out and be clearly communicated to customers.


Define your target audience by starting with the basics ex. age, income, location (demographics) then describe their personality and how they think (psychographics). This helps with your media targeting and messaging.


Segment your customer base, they're not all the same, think about how to group them into unique segments based on demographics and psychographics.  Talk to them as individuals when ever possible.


Create a customer journey buy determining what steps your customer would typically take to purchase your product or service. Understand the barriers in the journey and address them preemptively with communications.


Build your content and messaging strategy based on your target audiences and their purchase journey stage. Delivering right message at the right time greatly increases engagement. 


Pick the channels where you can reach your customers, social media, trade shows, google search etc.  Establish a budget and focus on building awareness, interest, and lead generation.


What's the offer?  You need an offer to attract new customers. It's also a way to build a list of leads for future conversion.


Email marketing to your leads provides additional product messaging opportunities and a chance to cross sell and up sell.


Set your marketing goals. How many customers do I need to reach and convert to meet my sales goals?  Compare sales to marketing spend to determine the value of the marketing spend.