When marketing is a waste of money
A marketing campaign ends with customer service. If there are problems, embrace them and use it as a tool not as an annoyance. You may find those obstacles turn into even more marketing opportunities.
Treading water with just tactics
Seriously most of us are probably trying tactical stuff as we think of it. If it works, we continue. If not, we discontinue. But without strategy that requires a real knowledge of your desired customer, we never really know why one thing works and another doesn’t. That is what makes marketing seem so “squishy”.
Is that a strategy or a tactic?
A strategy is what you will do. A tactic is how you will do it. Sometimes I have to go through a few examples to get the distinction right.
Becoming tactically strategic in your marketing
The purpose of this exercise is to look at the tactics that worked and decide on the overall strategy these tactics contribute to. THEN you can brainstorm more tactics that fit into that strategy.
Did your marketing work in 2011?
You have to look back objectively at the past year before you can accurately plan for the next. To help you do that, I’ve created some questions to ask yourself about the sales and marketing you’ve done in 2011.