An entire month dedicated to marketing strategy? Why? That is a great question. Especially given the data which showed that, as an audience, this topic was less interesting to most of you.
Unfortunately, this is where MOST people make their first big mistake. While marketing strategy might be less interesting than website design, social media, or video marketing…it is monumentally more important.
Why? Let me illustrate with two scenarios.
Scenario 1 – this is what most people do, jumping right to the fun, exciting, marketing tactics first. We need a new website. We hire a company to redo our website. They redesign it, it looks great, they ask “what should we say on the site?” and we tell them to look at what is on our current site, clean it up, spice it up and then use that copy.
We know we need content on the site, new information that people can download and a new blog. Again, “what should we write about?” Hmmm, not sure. Well, why don’t we come back to that when the site is done? Ok! So the site is done, made live and traffic doesn’t increase, it might actually decrease a bit and we never get more leads.
Scenario 2 – this is what happens when marketing strategy comes first. After understanding who we want to talk to, what their pains are and how we solve those pains, we create compelling messaging for all our marketing tactics including the home page of the website.
When the question of content comes up, we already have a list of free reports, videos, tip sheets and offers to be included in the new site. The blog has a list of 52 topic ideas so that we can go for months without worrying about what to write about. The improvement in performance is 10x. Traffic is up, leads are up, and conversions are way up. Marketing that works!
ACTION ITEM – Which scenario are you in? If you find yourself in the first one, stop your work. You are wasting time and money. Find a firm that can create your strategy. You might be able to reuse some of the website design work. If you haven’t started yet, then look for a firm that believes in strategy first and is willing to help create the core messaging and marketing plan before they start doing any design work.
Good news! Tomorrow we start talking about Social Media. We do that for a month too!
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