Marketing With No Intention

Marketing For The Sake or Marketing Never Works

Social media is great. Everybody is doing it. So we should be doing it too, right?

Our competitors hire top photographers and videographers. We should be doing that too, no?

In an ideal world, we all have unlimited time and unlimited money. We would be able to hire the top talent and create incredible work day after day, after day.

We've never met anybody that fits the bill, we would bet good money that we won't ever meet them either.

With budget and restrictions come tough decisions.

Marketing isn't just about what you do, it's also about what you don't do (and deciding what not to do is more important than you think).

Good marketers don't go off and do everything - they work with intention (and of course strategy). When they decide on what needs work, they do it properly. They don't spread themselves too thin.

Working on everything usually means not seeing results from anything. Working on just a few things and putting all your effort into it? Chances of seeing results are MUCH higher.

Marketing works ONLY when you do it right.

Everybody Needs A Strategy

Do You Have A Marketing Strategy?

We need a new logo, a blog, video content, be on Instagram, do SEO/SEM, etc. Do you really?

When companies approach us, they usually already have something in mind. They notice a lack of X (for example, social media), and they want a solution for X (social media idea, direction and execution). Yes, we can help, but before we do, we want to figure out WHY you need X (do you actually need social media?).

When you don't have a marketing strategy, you end up doing a little bit of everything (everyone is on Instagram, so we should be on Instagram). 'Marketing' never stops because there's always something that can be done better - logos, websites and content can continually be improved. You don't have an unlimited amount of time or money, how do you decide on what to work on?

A marketing strategy is essential because ultimately, it makes your life easier. With a strategy in place (even if it's a bad one), you can easily decide on what to do because you already have a direction to move towards. Figuring out what not to do is just as important as figuring out what you should do.

If you say YES to something, what are you saying NO to?

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.