Why Marketing Strategies Trump Tactics

A few weeks back, I shared a chilling stat highlighting the challenges of marketing in today’s skeptical business environment.

The Sales Benchmark Index released data that showed an estimated 71% of companies fell short of their marketing’s revenue targets last year.

The reason (according to the SBI) is that most companies rely on marketing tactics, instead of strategies.

What’s the difference?

Well, a tactic is typically a random activity that comes with hopes of quick results. Whereas a strategy involves a long-term plan with several steps and desired goals. (A tactic can play a role within a strategy.)

Of the two options, strategies are more effective for establishing trust.

You see, your prospects want to feel like they’re working with an expert. A long-term approach allows you to repeatedly demonstrate your knowledge and deliver value.

This boosts your status in a potential buyer’s eyes. After all, you’re not seen as a salesperson — you’re viewed at as a valuable resource.

Remember, too, a mere 3% of a typical market is in buying mode right now. So if you don’t have a long-term plan for marketing, you’re ignoring a huge percentage of potential buyers.


Also, providing information that helps prospects succeed leads to greater trust and credibility. As a result, not only are prospects happy to hear from you, they use you as a resource to get input on decisions within their businesses.

The good news is …

You can achieve this status when consistent communication with prospects and clients is part of your company’s overall marketing strategy.

Again, consistency is key.

One attempt at communication is a tactic. Consistent communication is a strategy.

My clients who see the most marketing success put valuable content in front of prospects and clients at least every 3-4 weeks. Again, this is material that helps people succeed in solving some problem.

If time is an issue or you don’t know what to say, seek out someone like me to write your content for you. This makes the process easy and, more importantly, you get your message out on a regular basis.

Need a strategy to help you get started?

Here’s a suggestion: How to ‘Dream’ Your Way to Your Best Buyers

photo credit: Facebook in Tahrir square via photopin (license)

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