Get a marketing strategy

It's a world wide malaise, do what everyone else is doing, because everyone else is doing it.

Instead, why not break the cycle and get a strategy instead. John Jantsch has a great post on just this idea...

the single greatest small business marketing mistake I encounter - and I encounter it every single day.

Small business owners fall prey to the marketing idea (tactic) of the week because they have no marketing strategy. If I could change anything about the way small business owners view marketing - that would be it.

By strategy I mean your marketing reason for being and I don't mean to exchange money for something. Far too many people think "we want to sell lots of stuff to lots of people" is a strategy.

John goes on to expand the initial idea and it's worth a read. It's a useful stopping point to think first. Why do you think this will work? Do you realise that something like 60% of advertising purchases are not made from a strategy, but because of the relationship you have with the media sales person? [I read that somewhere, but can't remember where so it becomes a useless statistic and hearsay I know] Are you trying that tactic because it will get tested and measured, or because you are fed up of listening to the sales guy and broke down and got your chequebook out?

Think before acting. [or at least practice the process and begin the habit]

Tagged with:

• Strategy
• Marketing
• Think