So… what IS marketing?
When I ask people this question they often answer:
- Cold calling
- Social media
These are all marketing tactics and can be part of the formula for marketing success but you have to plan carefully. Some tactics work for some businesses some of the time. Just because everyone else is using Facebook or Google AdWords, doesn’t mean you should too.
If you ever feel overwhelmed by all the options out there – should you opt for paid-for advertising online or in more traditional media? Should you be doing more on social media? Or organising more PR? Attending more networking? Printing materials like leaflets and posters? You need to take a more strategic approach.
Instead of getting bogged down in all the tactics you could employ, you need to take a step back. Reconnect with your long term business goals. Be honest about the resources you have available – how much time, budget and what tools you can use. Think about what kind of return on investment you would be happy with. Get clear about who your ideal client or customer is. How you can best connect with them. Formulate an action plan. Make it SMARTER by making sure that you can; Sustain, Measure, Action, Realise, Time, Evaluate and Review each of your goals.