Six common complaints I hear about under-performing marketing.
- “The SEO didn’t push us to the first page."
- "Our pay-per-click is costing more and bringing in less than anticipated."
- "Our radio campaign, that everyone agreed was hilarious, brought in next to nothing."
- "Website traffic is pathetic."
- "Facebook friends haven’t materialized."
- "Our closing rate hasn’t budged above Danger!"
What in the world happened?”
What happened is someone failed to differentiate between marketing TACTICS and marketing STRATEGY.
Tactical marketing deals with the where, how, when and to whom you communicate. Strategic marketing, on the other hand, deals with what you communicate – your message, your story and the reasons for doing business with you! The problems cited above are tactical in nature, but their root cause most often lies in your strategy.
Develop A Unique Compelling Message BEFORE Deciding On Tactics
- Your unique message must be something important that your competition does not do OR does not say.
- It must tell the prospect "Buy this and get this specific benefit.
- It must be compelling and move prospects to action.
- It must be used constantly and consistently throughout your marketing.