Don't Confuse Marketing Strategy and Marketing Tactics

Strategy and tactics are not the same thing

It's easy to confuse the two, but it's essential to understand the difference because you have to treat them very differently.

A coffee shop could look decide to grow its business by increasing turnaround and sit-down customers. Their strategy is to become known as the best place to hold meetings/catch-ups.

There are 100s of tactics that they can try. They can work with staff to keep tables clear regularly, remove food items that encourage people to stay, remove power outlets or reduce wi-fi speeds to discourage freelancers from staying too long, increase spaces between tables and have less overall people to allow for conversations to take place (and more privacy also), etc...

If one of these tactics fail, you can abandon it (or improve it) and move on.

Tactics can fail (and they often do), but that doesn't mean that there's something wrong with your strategy.

Tactics add up. They don't all have to be home runs.

But if you abandon the strategy and let the rules slip, everything goes out the window.

Tactics are a dime a dozen.

Strategy takes time.

You've Created Something Awesome - Where Are The Sales?

Action > Awareness

For most new businesses, the biggest challenge is getting people to pay attention. It doesn't matter if they're doing great work if nobody knows about it. Thankfully, you can buy attention (hello social media, digital ads and all other forms of paid marketing/media).

What about companies that have all the attention in the world? Their issue isn't lack of attention but lack of action.

They can't get people to sign up.

They can't get people to buy things.

Nobody does anything.

If you have people's attention, but people aren't acting, something along the way isn't working. Is your product not good enough? Are you in front of the wrong people? Is the value delivered just not valuable enough? In this case, more attention won't fix the problem; it's something else.

If things aren't going the ways you want them to go, make sure you're fixing the right problem.

5 Reasons You Need a Coach

Business (or marketing) coach - what’s all the fuss?

All athletes (especially the top one) realise that they need coaches. Even though they might be at the top of their game and that their coach never 'made it', they see value in working with a coach. Why is this limited to athletes? What about business, or in our case, marketing?

Here are five reasons a (marketing) coach could help you.

1. You're doing OK - but you're not happy with OK

Coaching isn't limited to when you have a problem - they're incredibly useful no matter what stage you're in. If you've hit a plateau and believe you should be achieving a lot more, a coach could unlock things that you're not seeing. You're doing good, but you could be doing great.

2. You want to make more money

Yes, getting a coach means spending a bit of money, but what is the potential result of this cost? If a coach can put you in the path of 3x revenue, isn't the spend worth it? Isn't spending this money better than spending on marketing that isn't going anywhere? You could be looking at leaving easy money on the table, and nobody wants that.

3. You need an outside perspective

A fresh set of eyes can make all the difference - you might be missing what's right in front of you. There's a chance you might come to the same conclusions, but if instead of three weeks, you take one week - think about what you could achieve sooner.

4. You realise that you can only go so far

As much as you can learn everything, there's only so much you can do with your time. You can learn about marketing or niche operations, but it's much more cost/time effective to hire the right people. If you're working alone (or in a small team), it's better to focus on what's important (the product) and not get dragged down doing things that can help the business (marketing), but not your expertise.

5. Identify the real problems

A (good) coach can help with getting to the root of things. They can add value, not just by addressing the issues, but finding the underlying problems that need to be fixed first. Working on a business always feels like putting out fires left and right, when what you should be doing is finding the cause of the flames.

Not ready to work with a coach? How about a free 30 min consult to point you in the right direction?