Biggest Marketing Mistake

The biggest mistake I see when anyone markets their business is that they start with one or two tactics, but have no clearly defined marketing strategy.  Tactics are specific ways to achieve your strategy, such as direct mail, speaking, writing, website etc – whereas a marketing strategy is the starting point; it defines the overall objectives and outlines a game plan.  

If you start only with tactics, you’re doing things the hard way because you may not be choosing the most effective marketing tactics for you.  Without a marketing strategy, the tactics you choose won’t be as effective because the actions will be scattered and not derived from a sound game plan with all your objectives integrated into them.  

You probably picked a tactic that someone else you know is using or that they recommended and you think it will work for you.  Well, it probably will because invariably all tactics work.  You’ll find that each industry has its own preferred tactic but this may just be a habit rather than the most effective way of marketing for that industry.  

You define your marketing strategy by looking at the landscape, seeing what you’re up against and devising an approach that will cut a clear, fast path through this.  I’ve never spoken to anyone who has had a clear marketing strategy.  I know, it’s sad that I don’t speak to many people! ☺  But seriously, most business owners don’t  have a marketing strategy; they operate purely from marketing tactics.  When you have a strategy, you’ll be streets ahead of the competition.  

Developing your marketing strategy is the only place to start – you’ll know where you’re heading, you’ll have clarity and focus.  Tactics alone will leave you stabbing blindly in the dark and of course there is a chance that you’ll reach your target.  But when you devise a strategy, it’s as if the lights have been turned on.  You can see your target clearly and the simplest route to reach it.  

With a marketing strategy in place, you can choose the most effective tactics to reach your objectives.  Your strategy will be integrated into any tactics you use and implemented at all times.  This increases dramatically the effectiveness of your marketing.  Instead of achieving one thing with each tactic and growing linearly, you’ll achieve all your objectives with each tactic and this will grow your business in many dimensions.  

By Wendy Hearn.

http://www.Business-Personal-Coaching.com