Struggling to create the right marketing strategy that will actually have a lasting effect? We live in a world where communications tools allow us to reach an endless number of potential clients in every location imaginable so the question is, how do we best reach those potential clients? And once we reach them, how do we stick in their minds in just the right way? Marketing strategy is the short answer, but actually sticking to that strategy is the biggest challenge you face.
The challenge comes from how we consume the endless content pouring in from the world around us. Imagine yourself watching TV. A commercial comes on and you begin alternating between Facebook on your laptop, scrolling through your Twitter feed on your smartphone and scanning Pinterest on your tablet. Your show comes back on and you’re once again locked on to the TV screen. And really, how far off is this from the way people actually consume media?
Tactics
In marketing and sales, we’re constantly adjusting our tactics to connect with the audiences we want to reach. An easy mistake to make in our media saturated world is to chase after each and every platform to make sure we’re constantly in front of potential customers. If you fully pursue clients with all the inexpensive tactics available, you may soon be feeling the cost of misguided marketing efforts. Whether you’re focusing on a social, paid or earned media, a mixed use of tactics is often the most effective approach. They key is to make sure whatever tactics you choose line up with your marketing strategy.
Marketing Strategy
Always bring it back to strategy. Losing sight of your marketing strategy is the smoothest path to wasting your efforts. As you focus on your ideal client, who may or may not be as media-voracious as the rest of us, don’t try to get your message to them in every way. Try to get your message to them in the best way. Your strategy exists because of its potential to get your message where it needs to be at the right time.
Customers
Your customers and potential customers are the reason you’ve created whatever strategies you’ve created. Their interests and needs are your concern, so follow through with your strategy and don’t allow yourself to become blinded by the tactics. Tactics are important, but only as they align with your strategy to most effectively connect you with customers and would-be customers.
Know your clients, and know the people who can benefit from your products who aren’t yet clients. Once you know who they are, develop your strategy. Tactics come last. Helping others succeed requires problem solving in the right order.
