Why Strategic Marketing
is Most Important
Business Coaches and Strategists sit at the top of the command chain. Because of
Strategic Marketing, they determine overall needs to be achieved and then implement
them through advanced tactics, which makes growth happen through their advanced
ideas and actions.
Tactics are used in action; they are in the thick of it. They don’t make “big” decisions,
which take time and knowledge of the bigger picture. They continually survey what’s
happening and adapt what is done according to the immediate situation. Strategy is
about thinking and planning, tactics are about taking action to make the plan happen.
Strategy Comes First
What Makes Strategic Marketing So Important
Strategic Marketing is the way a business effectively differentiates itself from its
competitors by capitalizing on its strengths (both current and potential) to provide
consistently better value to customers than anyone else. In principle it’s that simple,
but it means a lot more than getting creative with just a Tactical Marketing mix.
Armed with a thorough understanding of the firm’s capabilities and aspirations,
the customer market and competitive landscape, the Goal of Strategic Marketing
(and the job of the Strategic message) is to maximize a firm’s positive differentiation
over competitors in the eyes of its target market. It does this by answering 3 questions;
where, how and when should the business compete.
Most Businesses use Tactical Marketing
Instead of Strategic Marketing
Running an ad in the local newspaper … sending out an email or direct mail letter …
airing a radio or TV ad on a local media station are all examples of Tactical Marketing …
Now don’t get me wrong … the newspaper, radio or direct mail can be successful Marketing
channels … IF your Marketing message is powerful and compelling … But that’s the
problem … the message is the Strategic side of Marketing … and yet, the most neglected …
This distinction between Strategic and Tactical Marketing is huge and one you need to be
acutely aware of anytime you start talking about generating more leads … Many businesses
mistakenly assume that when you talk about Lead Generation, you’re automatically talking
about Tactical Lead Generation … placing ads, sending out mailers, joining a networking
group, attending trade-shows, implementing a prospect follow up system and so on …
They fail to realize that the Strategic side of the coin, what you say in your Marketing and
how you say it is almost always more important than the Marketing medium where you
say it … If you fail to make this distinction, then you risk becoming jaded towards certain
forms of Marketing and Advertising that should be a part of your Tactical plan, but you
eliminate them from consideration because they haven’t worked for you in the past …
When Lead Generation results are less than optimal, Small Businesses tend to almost
always blame the Marketing medium … like the newspaper the ad ran in or the postcards
they sent out … They blame the Tactical part of the plan … without any regard for how
good or bad the Strategic “messaging” in that Marketing was. Business Owners often
say things like,“we tried radio and it doesn’t work for our kind of business”, or “we sent
out 50,000 pieces of direct mail and only generated 3 orders … It just doesn’t work” …
Just because it didn’t work, don’t assume that it won’t work …
Most Business Owners don’t have the evaluation skills,
or the know-how to “judge” whether poor Marketing
results from poor Strategy or Tactical execution …
This is where Strategy Marketing and a Road-Map can generate more leads
than your business can handle … For example, most businesses rely heavily
on platitudes in their Marketing … They say things like …
We have the lowest prices the best service
We’re family owned and operated
We offer convenient hours
and the best value
Look at your own Marketing …
How many platitudes did you use in YOUR Marketing?
By The Way,
This Is NOT Your Fault!
Most, if not all Small Business Owners have been conditioned to think this is
the proper way to Market their businesses … since most advertising follows
this same pathetic Marketing formula … including the Fortune 500 types …
As human beings, we’re all after just one thing when we buy something …
the best deal!
when you use platitudes and jargon throughout your Marketing, there’s absolutely
no way to tell who is actually offering the best deal … Everyone says they have the
lowest prices, the highest quality and the best rates … So, who do you believe?
There’s only one way to know … and that’s to research every single business that
offers what you want to buy … How many of us have the time or patience to do that?
So, most of us just automatically assume that everyone is pretty much the same, and
therefore we default to calling on the business that offers us the lowest price …
Check out our 7 “Profit Leaks” Videos !
(Each title is a clickable link to that video page)