You have a strategy, right? You don’t just go from one tactic to another – depending on what is the hottest idea – do you?
Well, actually, we all do from time to time. And when we need more business, we often think only of the tactics that will bring us more immediate sales. We may announce a promotion, reduce the price, develop an alternative offering, etc. But, a business needs a “Marketing Reason.” Simply selling products or services to people is NOT a reason or a strategy, it is a result. I believe it’s a best practice to determine your Marketing Reason, layout your Marketing Strategy, and then develop and implement your Marketing Tactics. In that order.
So, before implementing the tactic of the day, consider answering a few quick questions that can lead you to your clear and defined Marketing Reason.
Then plan your strategy focused around your Marketing Reason. An example of a great strategy (and one that is certainly more inexpensive than implementing the tactic of the day) is to develop and focus your efforts on a pre-determined and specific niche. Do you have a niche, a narrow market niche? Do you have offerings that they need and want? Do they know about you? Does your website talk to this niche?
Your strategy should be behind every business and marketing decision that you make. Tactics can often take us away from our Marketing Reason and away from our strategy. Your strategy is based on the answers to the 4 questions above. Stay true to this. Then create your tactics around the strategy. For help organizing your tactics, below is access to a great, free tool:
Access a free download of the marketing tactics planning tool, The Marketing Action Plan. It is designed to help you organize your marketing tactics including the details of each activity, when an activity should be started and completed, and a place to assign who's responsible. It will help you plan and keep your whole team accountable!