Apologies if this graphic is ‘too big’, but the key point behind today’s post deserves it!
The 7 Steps Have Been Updated!
Yesterday, I mentioned that the book: Duct Tape Marketing (the worlds most practical small business marketing guide) has been changed to reflect the evolution of marketing as a ‘mission critical’ business function.
There’s been a shift away from marketing that interrupts and toward marketing that attracts. Some refer to this as ‘inbound vs. outbound’ marketing or ‘prospect-initiated’ vs. ‘seller-initiated’ marketing. Why? In a word, “Google”. As Wayne Gretsky once said, “I go to where the puck is going to be . . . not where is is now”. Similarly, marketers want to be found by prospects when they (prospects) are ready to buy (or, are seriously looking for information to help them do so in the fairly near future).
STEP 1: Strategy Before Tactics
The ‘old’ Step 1 was “Narrow Your Focus”. The idea behind that is still sound — find your ‘ideal client / market / niche’ and go for it. The idea was that by not seeking to be all things to all people, you’d stand out or differentiate yourself to the people you most want as clients.
The ‘new’ Step 1 is “Strategy Before Tactics’. Now, in addition to defining your Ideal Client and market, you also want to be really clear about why your firm would be seen — by your Ideal Client — as a ‘preferred provider’ of your problem-solving expertise. We call that ‘differentiation’ and part of that is clarifying your ‘Message’ so you’ll stand out to your Ideal Client.
As the above graphic shows, this combination of aligning both your Mission / Message with your Market is the basis of your Strategy.
Strategy is the FILTER for Your Possible Tactics
Once you have a laser-tight clarity about:
1. WHO you want to attract / sell and
2. WHY / HOW you can stand out to your Ideal Client
you have found your Strategy!
Tactics Without Strategy . . . Is a Problem . . . for You
Using any Tactic without the benefit of a coherent Strategy, is like trying to build a house without a blueprint. Your workers may show up and they can hammer wood and nails all day long but . . . in the end, it may not look like what you want nor will it serve the purpose you had in mind.
It’s easy to just pick a(ny) tactic . . . and ‘go to town’ with it. Business people do it every day! But without a strategy to help you decide if it will support your long-term business goals, you may be spending more time and money than you like and getting less ROI for that than you want. (Ouch!)
Your Marketing Strategy . . . Helps You Decide What’s Relevant
. . . and, what is not. Once you have your Strategy defined, USE IT — as a filter to see which marketing tactics will ALIGN with your goals and SUPPORT you in achieving the success in your business you desire.
If any tactic — and they’re all intrinsically good at some level — is going to support you and your success, then you should consider using it. If it won’t, don’t. Simple.
Effective marketing reflects an ALIGNMENT of the DECISIONS you make (Strategy — WHO / WHY) and the ACTIONS you take (Tactics — WHAT / WHEN / WHERE / HOW) to market your services. And THAT . . . is why we say, “Strategy BEFORE Tactics” at Duct Tape Marketing.
Tomorrow, another change in the 7 Steps . . . and, why!