‘Why’ Before ‘How’: Strategy vs Tactics

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In a world of new marketing platforms and tools, daily, many businesses fall into the trap of focusing on the ‘how’ BEFORE (or completely forgetting) the ‘why’. 

There are so many tools and platforms these days for listening and pushing your message that what you want to say is often lost in the shuffle of figuring out where you’re going to be saying it.

Confusing WHY and HOW can lead to problems that will absolutely impact your business’s bottom line.

Taking the time to create a marketing strategy before an execution strategy will save resources . In addition to the stress it will save it will also save you time, money, and increase the overall results of your efforts.

Before going all Bruce Lee and trying to karate chop on every platform available to your business, take a step back and remember to stretch.

First, Define Your ‘Why’

The most important part of any marketing strategy is the WHY. Having a hard time defining your ‘why’? Here are some questions to help you find it:

Why are you doing this? What do you want/hope to achieve? What does success look like?

Any time we pitch a marketing plan to our clients, we start with explaining what we’re trying to achievebefore digging into the weeds. Defining success helps everyone fully comprehend the ideas and stay focused on the outcome.

I took this same method when outlining this blog post.

I asked myself, “what do I want you to learn?” before starting the first paragraph. This process helped guide me through the writing process and ensured I was on the correct track.

Going after every platform is not a strategy.

Each social media platform has it’s own unique audience and benefits, among many other things.

If you jump on and off each platform without taking into consideration the audience and native content needed for each, you’ll get lost and confuse your audience along the way. This will dilute your message and your brand. Could you maximize effectiveness by efficiently targeting one or two platforms that have the perfect audience to engage with and want to consume your quality content? The answer is “yes”.

Create a Plan

Make sure your marketing strategy clearly defines success. Then decide the fastest, most efficient route for achieving success, and finally choose the proper tools and platforms to travel that route.

Don’t let the newest tools and platforms, as bright and shiny as they may be, distract you from successfully executing your marketing strategy.

With that said, also don’t be afraid to experiment. As long as you have success as your final destination in the GPS, sometimes back roads and straying from the main path will still get you to your destination in new and unexpected ways. Just be sure you have a plan that get you where you want to be in the most efficient way possible.

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