The success of a business cannot be separated from the marketing that the business has done. Marketing is one of the main activities in a business to develop the business and increase the company’s profit. STP marketing strategy is the entire process from planning to implementing marketing strategy in a business.
STP is one of the effective marketing strategies because there is an analysis in it. This strategy can maintain and grow your business because it has an effective and controlled method. STP is suitable during pandemics like now because you can use it for online or offline marketing. During pandemics, you can do work from home effectively with all-in-one collaboration tools by using remote work app. A successful marketing strategy can achieve the target correctly, efficiently in the implementation, and it is by the planning in the marketing strategy.
Table of Content
What is STP Marketing?
STP marketing is a marketing strategy that has three sets of processes in its application to become a strategy in a business. This strategy is useful for all industries and various ways of marketing both online and offline. STP is useful for building image, brand image, and also marketing overall.
Segmenting
This stage aims to categorize or classify all potential target products that you want to launch. After that, you need to subdivide the sections based on buyers and needs, behavioral characteristics, age, place of residence, income, and many more. You must pay attention to the segmentation because it will be related to the next stage, targeting, and positioning.
Target
The second stage of STP determines the target market or priority scale of the product you want to sell. Once you’ve determined segmentation, the next step is to evaluate those segments and decide which will be your target market. To determine this, you also need to survey to find out the state of the market so that you can find the right target.
It’s a good idea to do your survey more than once to ensure the survey results match what you want. If necessary, take samples of consumers you target or some trusted sources as survey materials to get maximum results. Many businesses have used survey apps to reduce human error and get more accurate results.
Positioning
This is the STP stage which aims to develop a marketing strategy and build an image of how the market will see the goods you sell and also your competitors. This positioning will show what the difference between your product and competitors is. This position also includes what are the advantages and disadvantages of the products you offer compared to competitors. You need to consider and find out later what makes your customers prefer your product over competitors.
If you do STP correctly, then you will have a successful marketing campaign. Because you understood the target audience’s desires and aimed them correctly. You can also use a marketing automation system to simplify the marketing process. This system helps in tracking the company’s marketing performance in specifics. Thus, you can evaluate your future campaigns.
Segmentation in STP Marketing
Demographic
This is a segmentation that you can do by dividing the market into groups based on demographic variables such as gender, age, income, race, education, marital status, occupation, and others. Its function is to make it easier for you to determine your target market and customer needs.
Psychographic
This segmentation divides the market into different groups according to social class, lifestyle, personality related to customer attitudes. This psychographic uses human psychological characteristics such as values, goals, characters, lifestyles to consumer interest in certain trends to be used as a segmentation parameter. You need to understand that each individual has their character that will influence their decision when they want to buy some product. You can get this data through surveys.
Geographical
You also need to know in detail about the domicile of your target customers when creating an STP marketing strategy. The domicile is the country, city, village, sub-district, or the housing they live in. This will make it easier for you to recognize the culture and also the way they communicate so you can maximize the product advertisements that you will launch later. Once you know this, you can create and customize the product campaigns that you create to make them more attractive to your target consumers. You can also determine an effective time estimate in attracting consumers according to their regions.
Belief
This is also an important point in determining the target market and segmentation. The belief in this is not only about religion, but also includes political beliefs, culture, and various principles in life. This aspect is important so that your message is conveyed well to the target consumer.
Determining the STP Marketing Target Market
Consider each segmentation and also the resources you already have in determining the target market. You also need to analyze the potential of the target market so that it can continue to grow. Also, make sure that the profits you get are not reduced even though you have a small target market segmentation. Each existing segmentation will certainly have advantages and also risks when you choose a target.
After that, compare all the segmentation and target markets that you have created and conduct a survey to maximize it. In determining the target, there are many patterns of choice that you can use as a reference for selection, such as focusing on one segmentation, choosing several segments based on certain advantages, focusing on providing the needs of certain groups, and others.
Positioning on STP Marketing
This step is when you determine the method in positioning your brand or product on the target and segmentation. In this step, you need to determine which marketing model you think will be most effective. You also need to consider later what will make consumers prefer your product over similar competitor products.
After that, you can identify the number of unique sales and then create a positioning map to analyze how each segmentation and your target market views your product. The final step requires you to pay attention to the wants and needs of your target market and then ensure that the products you provide can satisfy those needs.
Conclusion
STP is a marketing strategy that is suitable for you to use during a pandemic because you can apply it for online or offline marketing. There is not much difference in the application of marketing strategies for conventional businesses or online businesses. But some businesses require a more complex STP marketing strategy that you also need to control to achieve the effect you desire.
In its implementation, STP also requires segmentation and market targeting. After doing segmentation and targeting, you have to evaluate whether the marketing efforts carried out are appropriate or not. To help you evaluate the final results of STP, HashMicro Marketing Automation Software can help you track each campaign’s performance.
