Why the best marketing tactics may have failed you up until now….
Ever wonder why some marketing tactics work for some businesses but not others? For example, you see a truck with the website printed on the roof. You talk to the owner who says sales have increased by 15% as a result. Yet, when you try the same tactic, sales remained flat.
Marketing tactics fail when they are not part of a marketing strategy. A marketing strategy helps you to choose which tactics will work for your business.
Many of my clients are in the business of making Major Sales. These business owners have attended many free online classes with various marketing experts. In many cases, they try to implement the marketing tactics presented in the free class.
Discouraged, these clients think there’s something wrong with them. Instead, it’s just the wrong tactic for their audience.
In most cases, the reason the marketing tactics failed is simple. There’s a difference between Minor Sales and Major Sales. When you’re making a MAJOR SALE, you have to take a different approach. Minor Sale marketing tactics don’t work for Major Sales.
Creating a marketing strategy is essential to marketing success.
Let’s begin by defining marketing strategy. Marketing strategy is very different than marketing tactics. To help illustrate marketing strategy, I use the following illustration.
Marketing your business is VERY similar to process of going fishing.
When you go fishing, you choose your target in advance. Your target determines everything you’ll do to catch fish. If your target is Giant Marlin, you won’t be using a hook and bobber. You also won’t choose to fish in a lake or stream.
The same is true for marketing your business. If you haven’t identified your target audience, you won’t catch customers. A bad day of fishing means sitting for hours without a bite. A bad day of marketing wastes not only time – but also money and opportunity.
Successful fishermen knows exactly what kind of fish they are “targeting. The successful angler has chosen everything with his target fish in mind. From the location to the choice of bait, nothing is left to chance.
Successful anglers position themselves to fish where the target fish are. They then “present” the bait to the fish. They make it easy for the fish to get caught.
Marketing TACTICS are the kinds of bait you’ll use. Marketing STRATEGY is where you’ll position your boat!
You should set a similar goal for your marketing. Choose marketing tactics that place tasty “bait” to your target audience. Don’t make your audience go looking for your bait.