Advertising, PR, and Referrals are Tactics… Not a Strategy

Advertising, PR, and Referrals are Tactics… Not a Strategy

That is not to say that you couldn’t use Advertising as part of your marketing strategy.

Let’s talk about what marketing is “supposed” to do and why most marketing doesn’t come close.  I’ll explain to you exactly why everything you know about marketing and advertising is mistaken.

What’s the difference between strategic and tactical marketing?  Well, strategic marketing has to do with “what” you say and “how” you say it.  It’s the content of your message and the positioning of your brand, company, business, or product.

The second part of your overall marketing plan has to do with your tactical marketing program, has to with the execution of that strategic marketing plan as far as generating leads, placing media, and implementing a follow-up system.  Tactics are based on the three legs of marketing tactics, Advertising, Public Relations and Referrals.

By creating a carefully crafted marketing plan, you will systematize the entire process so that your marketing program is easy to implement and so its always consistent in message.

The distinction between “strategic” and “tactical” marketing is enormous and one every business owner needs to be intensely aware of any time you are talking about marketing.  Most small business owners mistakenly assume anytime you talk about marketing that you’re automatically talking about tactical marketing; placing advertisements, generating leads, creating a web site, attending trade shows, designing a direct mail postcard, doesn’t matter what, this is all tactical talk!  The overwhelming majority of business owners fail to recognize and realize that the strategic side of the marketing plan; “what” you say in marketing and “how” you say it is practically always more significant than the marketing medium “where” you say it, or in other words, where you tactically deploy that marketing.

If you fail to make this difference, then you risk being fed-up towards some forms of marketing and advertising that should be a part of your tactical plan but that you’d be likely to eliminate because they haven’t worked for you in the past.

When marketing results are less than best, the inclination is almost always to blame the marketing medium; the tactical part of the plan-without any regard for how good or how bad the strategy behind that marketing piece was.

But just because it didn’t work, don’t assume that it won’t work.  Most people don’t have the evaluation tools and the know-how to judge whether a poor marketing result stems from poor strategy or the poor tactical execution.

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