![]() Otherwise, no matter how effective your tactics are, you’ll still only be traveling in circles. The tactics you choose to employ will help you get there but only if you’ve decided on a direction. Deciding on your business’s strategy is, in essence, deciding where you’re going next. The reason is simple: Without getting clear on where you’re going, you’ll never get there. These numbers clearly demonstrate that strategy plays a large role in success. Out of a group of respondents who agreed that their programs are more successful than they were one year prior, 72% of those organizations attributed their increased success to a change in strategy, either strategy development or adjustment. ![]() Only 13% of those in the least successful group did the same.įinally, the report studied how changes in strategy affected marketing outcomes over time. A strong, defined strategy is a guiding light that will keep things moving in the right direction if you do the work to develop it.Īdditionally, 61% of respondents in the successful group reported that they had a documented strategy - one that was actually written down and used to guide their marketing efforts. Without a clear, well-defined strategy that is narrowly focused around the right audience and the right message to promote your business, there’s a lot that can go wrong with a campaign. Possibly you did have a documented strategy to follow, but it still failed to achieve the goal because you poorly defined your target audience or poorly understood their pain points and desires. Or maybe you had a strategy but didn’t document it, so you ended up using tools and tactics that didn’t support it, resulting in a finished product that ended up being off-target. Perhaps you had no specific strategy in mind, so you just used all the marketing tactics available to you to try and achieve a good outcome. If you’ve attempted to run marketing campaigns in the past and have been disappointed with the results, the most likely culprit for your lack of success is a problem with strategy. Before we go any further, let’s stop and define marketing campaigns. ![]() These may or may not be worthwhile marketing efforts, but they are not marketing campaigns. Maybe you’ve done email blasts in an attempt to increase sales before the end of the quarter, or maybe you’ve run ads to your home page just to try and increase your traffic. It’s tempting to do marketing in short, concentrated bursts to accomplish one objective at a time. An email funnel? A landing page? Some Facebook ads? Many entrepreneurs are in the same boat. You might not be sure exactly what constitutes a marketing campaign to begin with. This is usually due to a problem with incomplete or under-developed marketing campaigns. Did you know that only 61% of marketersbelieve that their marketing strategy is effective? That means that 39% don’t have confidence that what they are doing is working. This may be because of a lack of confidence in your business’s current marketing strategy. ![]() Does the thought of creating a marketing campaign from scratch make you freeze in your tracks? No matter how experienced you are as a business owner or entrepreneur, the idea of creating an entire marketing campaign out of nothing can be pretty intimidating.
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