制定营销策略

Use this collection of marketing templates like a game plan for growing your business


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Developing a marketing strategy is no small feat nor is it something you decide in an afternoon and never look at again. It’s a blueprint for the future growth of your business, your method to creatively in order to stand out from your competition. Use this collection of templates to ensure you have all the information, research, and messaging you need to run a strategy that wins new customers.

制定营销策略

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Persona template

Atlassian

人物刻画

创建用户角色以代表产品或服务的不同用户类型。

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Step 1. Identify your audience

It may seem simple, but you can’t build an effective marketing strategy if you don’t have a crystal clear sense of who your target audience is and what makes them tick (and buy). Building personas is a valuable tool to help us walk in the shoes of our potential customers. This template will help your team keep the target audience top of mind when writing messaging, deciding channels, or creating content.

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Competitive analysis template

Atlassian

竞争分析

记录竞争对手的产品和策略,在竞争中不落后。

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Step 2. Know your competitors

Before kicking off any marketing strategy, you need to get the lay of the land. You need to understand what your competition is doing and how they’re approaching the market. The competitive analysis template guides you through an in-depth look at what your competition has to offer, from pricing and messaging to the latest features they’re promoting on social media. Conduct a SWOT analysis to see where there are opportunities to win. This template will help you and your team understand where you stand in the customer’s eyes and craft a strategy to win.

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Message house template

Atlassian

消息屋

借助消息屋让每个人保持一致,从而确保您的消息保持一致。

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Step 3. Nail your messaging

Now that you know your audience and what the competitive landscape looks like, you can develop messages that will make you stand out. A message house serves as the foundation for all marketing assets that you’ll use in your launches and campaigns. Use it as a reference guide for all teams involved in a launch to keep your message consistent across channels and programs. Develop your messaging by focusing on the overall value proposition that you want to convey, as well as the key core messages and the facts, evidence, and proof points that support them.

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Marketing campaign template

Atlassian

营销活动

计划并跟踪营销活动任务和截止日期,直至执行。

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Step 4. Create a buzz-worthy promotional plan

Now comes the fun part: it’s time to take this new feature, app, or campaign message to the market. This is when you’ll decide what channels, assets, and tactics will be most important to reaching your audience. Use the marketing campaign template to paint the vision for your campaign, coordinate all the players, note the activities and assets, and document your deadlines.

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Marketing blog post template

Atlassian

营销博客文章

起草博客内容、指派评论者并计划分发策略。

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Step 5. Get the word out

要让新功能或产品引起大家的关注,最佳方式之一是撰写博客文章,以帮助客户或潜在用户了解您即将推出的产品的价值。博客文章可以在社交媒体上分享,也可以被记者引用和借鉴,以撰写更多有关产品的内容。不过,不要随便拿旧的文章应付,最好制定细致的写作计划,为读者提供一流的阅读体验。起草文案、指派评论者、规划关键词和传播策略,这样您就能吸引目标读者。

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