Am I going overboard? Maybe. But from where I sit, I see companies- large and small- spend tons of time and money on marketing without a well-conceived strategy. It breaks my heart! And if they would just take some time to think about what they are doing, they could increase their effectiveness by leaps and bounds.
Here are some things to consider for smart marketing (instead of “wingin’ it”).
A marketing strategy helps you define the heart and soul of your business. I’ve heard CEO’s say, “we need to do more marketing” or “we need more leads”. Then, some advertising opportunity comes along and they think to themselves, “let’s try it!” So they fly out to an event, whip up an ad or blast out an email and WHAM!… marketing done! Check!
Did it work? Maybe. But one successful marketing effort doesn’t mean squat!
You’re in this for the long haul, right? So we recommend you sit down and THINK about what your company is really all about. You need to embrace the process of creating a strategic marketing plan. Dig deep to determine:
I’m over-simplifying the process- I know. But I’m trying to get you to think for a minute because there’s so much that needs to come out of the strategy process you also need to consider your prospects:
Now that you know what the “heart and soul” of your company looks like, who you need to talk to and how to reach them… you need to figure out how to communicate with them.
You can’t just pull the trigger on marketing. THINK first. Create a strategy. Only then should you seek out tactics.
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