It's the end of the year and that means it's time to start evaluating how effective your marketing was this year, so you can apply that learning as you create next year's marketing plan. If during that evaluation you find you're not getting the results you want from your current marketing, there's a good chance it's because you're only doing tactical marketing.
So what exactly does that mean? Isn't marketing, marketing?
The answer is, no. There are two kinds of marketing: strategic marketing and tactical marketing. And, there is a distinct difference between the two.
Tactical marketing is the actual activity you are doing to market your business. It includes things like networking, advertising, direct mail, publishing an ezine, article marketing. Yes, these are all valid ways to market your business. So, what's the problem?
Without a well-thought-out marketing strategy behind them, your chances of finding success with any or all of these marketing tactics is limited. That's where strategic marketing comes in.
Just like it sounds, strategic marketing means you have a strategy behind your marketing. A "game plan" if you will. It involves spending some time BEFORE you market to determine exactly what you want to accomplish and setting some marketing goals for your business. It means creating a marketing plan ... a foundation for your marketing tactics to stand on.
Now is a great time to evaluate whether you have a strategic marketing plan - a solid foundation for your marketing to stand on, or whether you are just out there doing tactical marketing (marketing without a plan).
Next week I will be introducing a brand new tool to help you create a marketing plan quicker and easier than ever. So be sure to check back!