What is your company’s marketing plan? A bit of Search Engine Optimization, Paid Search, and Email Marketing perhaps?
A common issue I encounter with small business owners is differentiating their marketing “strategy” from the “tactics” they will use to reach their goals.
It sounds simple, but it’s a step many business owners overlook. Once they start undertaking the marketing tactics, without a clear strategy in place, they begin to feel like they are working without a compass – a very dangerous thing for a small owner with minimal resources.
How do you avoid this dangerous trap? Develop a thorough marketing strategy from day one. Who is your target market? Where are they online, and how will you reach them in an effective way? How will your website convert the leads into customers? Finally, which marketing “tactics” can help you achieve this goal?
Blogging isn’t a smart marketing tactic for some small businesses, and Google might not be the best investment (from a paid search perspective) either. Don’t jump in because a particular tactic feels sexy. Being "cool" isn't usually a good business plan (unless, of course, you're Facebook)!
