Why is it important to create effective marketing strategies but also follow through to really boost your competitive advantage. Hi my name is Mike Saunders and I own a company called Marketing Huddle. My company is a digital marketing agency focusing on Authority Positioning and Reputation Marketing. So many companies will focus on one thing like I will do pay per click advertising or I will do social media where I will do search engine optimization. But actually those are “tactics” and so many times people see an advertisement and they get enamored with that shiny object. They see the results of maybe this one campaign where someone put up a post and it went viral and they got business from it. Well unfortunately those are hard to replicate hard to plan and sometimes it’s just the “perfect storm”. So people will want to make sure their strategy is in place before executing their tactics.
That shows that they’re not consistently implementing their strategy. And here’s another thing to keep in mind: the statistics have shown over decades that it takes people multiple multiple times of seeing the same message over and over to really get it. And why would that be? You know some some statistics will say 15 to 20 times or more….but I would say it’s about triple that because we’re so distracted these days. We’ve got text message… instant message… Instagram… Snapchat…. All the things that will distract attention. So think about your target audience. If you really want to clearly communicate your competitive advantage to them you can’t just say it one time. You can’t just Tweet at once. You can’t just put it on a billboard or whatever mode of marketing that you’re going to use. It cannot be one time it has to be a systematic and consistent delivery just like we know from IMC: Integrated Marketing Communications; that message has to be consistent across all channels because someone can easily tune you out if you just do an e-mail campaign once a week and that’s it, because they’ll just does set up an Outlook rule and dump it into trash or they’ll just unsubscribe!
One thing you have to keep in mind is creating that marketing strategy first before creating your tactics. But then when you create your tactics, make sure that you implement and execute on them consistently because sometimes it takes that momentum to have two or six quarters or more of your tactics being executed before it gets that critical mass of people remembering or or following through with what your direct response advertising is asking for. So it is super important to have that strategy in place and think about it like a marketing plan.
I taught a class recently for a school that the entire class was based on the book on the business canvas which is a one page business plan or marketing plan whichever way you want it to fill it out. One page… well why is that? Because there’s a whole lot of people that just want to focus on the MVP; the minimum viable product. And if that’s the case you don’t need a 30 page plan for that yet. Maybe you do down the road, maybe you start to see that minimum viable product gaining some ground and momentum and then you can build it out. But you must have that strategy first and then implement those tactics consistently because then your competitive advantage stay strong.
Are you interested in building an Authority Positioning as the #1 strategy to grow your business, brand and influence?
If you’re looking for some help with this, I invite you to book an Authority Audit™with me. This 7-point audit of your current authority position will uncover opportunities & show you how to be seen as a leading Expert & Authority your industry looks to for advice. Building Your Authority is Your #1 Priority!
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