If you're not getting the results you want from your marketing, there's a good chance it's because you're missing one key ingredient. An ingredient that can make the difference between successful marketing and dreadful marketing.
You're probably doing "tactical" marketing.
So what exactly does that mean? Isn't marketing, marketing?
The answer is, no. There are two kinds of marketing: strategic marketing and tactical marketing. And, there is a distinct difference between the two.
It's what most marketing "gurus" don't teach you
As I look around, most of the "marketing gurus" I see are teaching tactical marketing. It's not that that's bad ... it's just that it's only part of what you need to succeed.
They're teaching you how to write copy. How to publish an ezine. How to market your business by writing articles or by issuing press releases. How to market by teaching teleseminars or doing speaking engagements. Or even how to network effectively.
Yes, these are all very valid ways to market your business.
So, what's the problem?
Without a well-thought-out marketing strategy behind them, your chances of finding success with any or all of these marketing tactics is limited.
So what exactly is strategic marketing?
Just like it sounds, strategic marketing means you have a strategy behind your marketing. A "game plan" if you will.
It's what you do BEFORE you start marketing
It involves spending some time BEFORE you market to determine exactly what you want to accomplish and setting some goals for your business. It means establishing an objective for every marketing activity you undertake.
With strategic marketing you take the time to answer some basic questions about who you are marketing to and what message will be most effective.
You take the time to really understand the people you are marketing to and how your product or service solves a problem or fills a need they have.
You put all these puzzle pieces together to create a strategy and a plan to grow your business.
Yes, that strategy may involve things like writing effective ad copy, publishing an ezine, article marketing, writing press releases, and maybe even doing some speaking or networking.
But here's the real difference ...
You now have a game plan driving your use of these marketing tactics. You know what you want to achieve. You know who you're trying to reach. You know where you can find them. And you know what you must say to persuade them.
And, most importantly, you have a marketing plan that ensures you'll stick with your marketing consistently enough to actually move the needle toward your goals.
(C) Copyright 2006 Debbie LaChusa