is not a good way to start your day!
Very few companies in a small business would take the time to develop a full-blown marketing “strategy” for themselves.
In most cases, they wait for an “opportunity” to come their way. When the sales representative from ACME SEO Company calls, they think higher rankings in Google. When the newspaper sales rep knocks at the door, they think newspaper advertising.
No matter who is the one ringing or knocking, these are “tactics” –– casual, unplanned, shoot-from-the-hip responses within the total scheme of things. While they may be worthy activities, they don’t support a comprehensive marketing strategy.
To think strategically means to plan, PLAN, PLAN.
It means to think about where you are as a business today and where you want to be tomorrow. With this goal in hand, you set out to define your business and go after it full throttle, making sure that every piece of marketing you do supports the master marketing strategy.
And one more thing.
More marketing dollars are wasted by companies “shooting from the hip” than you can imagine. So, always give yourself a cooling down period of at least several days from the time you think about doing something until you actually say “Yes.” If you have a master strategy, verify that the tactic under consideration supports the strategy. If it doesn’t, forget it and move on!
To Learn More About Marketing Strategy Vs. Tactics…
“The hole in the ground that companies fall into when marketing themselves by thinking tactically rather than strategically,”
call Mike Deuerling at 800-251-3608 or add a message in the comment section and ask for his Marketing Strategy vs. Tactics Primer, or Why you need a Smart Start, that helps to take the pain out of planning and get you thinking.