We’ve touched nearly all the bases on our path to developing an effective marketing strategy. Coverage has included setting goals, identifying your ideal client, narrowing your niche, defining your core value, selecting the right tactics, and managing your campaigns.
Which brings us to the final stop on our journey… Understanding and applying your marketing strategy — in both macro and micro circumstances — to every aspect of your marketing.
This step is also where maintaining an effective marketing strategy tends to careen WILDLY off the rails for many small businesses.
How so?
Applying Your Marketing Strategy in The Macro And The Micro
All the steps we’ve outlined thus far in developing an effective marketing strategy apply not only to your overall strategy but are equally applicable to every campaign and tactic you employ.
When considering a new campaign or evaluating a new tactic, you should ask yourself…
- What’s my goal here?
- Will this resonate with my ideal client, and if so, what’s the messaging?
- Can I use this (campaign/tactic) to effectively promote the narrow niche I’m focusing on?
- Does it jive with the core value behind the services my business provides?
- And, of course, every campaign and tactic you employ must be carefully managed.
All of this is easy to grasp in the abstract. Yet countless business owners fail to adhere to these tenets and fall victim to…
The Shiny Object Syndrome
The problem many business owners struggle with in sticking to a marketing strategy arises when a Shiny New Object — a sexy new tool or captivating app is released (suddenly everyone’s on TikTok, for example) or a particular type of campaign nabs big headlines (Red Bull’s outrageous viral videos) — appears. And in response, business owners jump into the fray without evaluating how these tools and strategies fit within their broader marketing strategy. Or even exercising this Shiny New Object strategically.
Instead, business owners dive in, hoping to replicate the results others have achieved, which are currently buzzing through the ether in the news, on social media, and in the blogosphere.
Don’t Use a Shiny Object to Rescue a Failing Marketing Strategy
If your marketing campaign isn’t working, is underperforming, or isn’t achieving the results you’re aiming for, by all means, reevaluate your approach and either adjust or start over.
But don’t toss in an exciting new campaign or employ a sexy new tool like you’re “throwing a hail marry pass” in hopes of improving the results of a disappointing marketing strategy.
Maintaining a consistent marketing strategy requires time and effort. As does evaluating all of your marketing efforts relative to your broader strategy.
But succumbing to Shiny Object Syndrome is akin to falling back on the “throw (the shiny new object) at the wall and see what sticks” approach. Which is a proven loser, far more likely to derail your marketing efforts than improve your results.
Need help marketing your business?
Let’s discuss…
- Launching or updating your website
- Improving your website’s SEO by starting a business blog
- Launching an email newsletter or other keep-in-touch campaigns
- Increasing your online presence with social media marketing campaigns
- Launching a PR campaign to gain media attention for your business
Sound like a plan?
Get in touch here: 310.466.7893 | ryan@ryananys.com