5 ways to transition from tactical to strategic marketing

Marketing is not about tactics, tricks or tools – it’s about a real conversation with the right audience. Without the first brand strategy, all your efforts are just noise. Here’s how to transfer your approach, connect with ideal clients and achieve real results.

Marketing without a strategy is just a noise

Marketing is not advertising. It’s not a begging for potential clients or try to list people to buy. Marketing is a conversation. And that conversation only works if you know who you talk to and understand what they need to hear.

However, traders are too often prioritized by tactics and tools that do not fulfill the empty promises: “If we do this tactic or use that tool, we will get all the results you need.” This is a lie.

Tactical marketing without a strategy is like a dog that persecutes a tail. It is a waste of time and resources. All you produce is more noise that people can neglect. Worse, you make a noise that annoys your target audience, making your marketing efforts.

At the center of strategic marketing is your brand. Your brand is what you are; That’s what it is about. And that’s why your ideal clients want to talk to you.

If you continue with the tactic and without a strategy, you will continue to yell in the void, not seeing the results or, worse, overwhelming your infectious mail that waste your time. You will never connect with your ideal client all the time.

The first brand strategy is the only way to move the needle and achieve the desired results. How is that done? Follow these five steps and you will see the desired results.

1. Start with the brand rather than tactics

If you are established with great products and services, but do not see a refund, tactics like SEO, PPC and Content Marketing without a strategy will not get you.

Your brand is the foundation for everyone. To lead all your efforts, develop a strong voice of the brand and a bold promise of the brand that will lead all your efforts.

How to find the voice of your brand? Here are some exercises that will help you:

• SWOT analysis: Understand your strength, weakness, capabilities and threats to discover the hidden truths you may have overlooked.
• Interviews with clients: Talk to your ideal clients. Ask them why they work with you and what the prices in your organization.
• Employee interviews: Talk to your people, especially those who are facing clients. As for clients? What holds them at night?

If you focus on these truths, you will no longer need to guess why your clients appreciate you. These truths are the basis of your brand’s voice. This is why you are important to your ideal clients.

Make them on them and develop a promise of brands that deals with the real needs of your clients. Be bold with the promises of your brand. Tell them what they need to hear and promise them something that makes their lives easier. For example, our brand’s promise is …

• “We help companies based on 5 -star services in reclaiming marketing and doubles its income in three years without losing time and money.”

If you know your ideal client and what holds them at night, you will know what will motivate them to act. Stop guessing and know.

You are deeper: Construction of a brand strategy: basic things for long -term success

2. Remove the inefficient busy work

Have your marketing efforts have triggered real business outcomes or do they just occupy you? Spend a brutal assessment of your tactics:

• Do your social media generate ROI?
• Do they turn your paid campaigns into closed business?
• Is your SEO ranked for keywords that are aligned with the intention of your ideal audience?

It’s time to ask yourself, are the results of this tactic worth the effort? Be honest. Until you focus on the stated brand exercises, how can you really know if these tactics will be associated with your target audience?

Tactics without strategic basic support are nothing but guessing. Focus only on efforts that directly contribute to meaningful growth.

You are deeper: Strategic opposite tactical decisions: how to find the right balance

3. Get back to your ‘why’

To connect with your ideal customers, you need to understand what they are really pricing. Why did they hire you or bought you from you? What problems did you solve for them? Your messages, content and campaigns should be addressed by your “whys”.

Return to why you are forcing you to focus on the customer. Why do you do what you do for them?

Consider the concept listed in the “construction of Donald Miller’s storyteller, inspired by Joseph Campbell The Hero’s Journey. The idea is to position your customers as a hero of the story, with your brand serving as a guide that leads them to success.

If your content is all about you, do it wrong. No one cares about you. They care if you will solve their problems. This is what means to make them a hero of your story.

Show them how you will lead them to their success. Your content should describe how you will lead them to success. You will not succeed if all your content tells how great you are.

This truth can be difficult for many to accept. But think about it for a moment: When was the last time you read something on the website about how great the company was and thought, “Alas, I have to work with them?” Never.

All you care about is if anyone can solve your problems. Your customers are no different.

You are deeper: Why should you always ask why: the strategy must lead tactics in marketing planning

4. Redefine the metrics of success

Traditional metrics such as traffic and impressions do not always tell the whole story. Instead, priority:

• Quality website traffic that drives actions such as download or meaningful inquiries.
• Ranking for keywords that reflect the right intention and attract ideal customers.
• Engaging social media that stimulates real connections rather than automated noise.
• Ads leading to destination pages that run the conversion.

Your goals should always be tied to growth and income, even for campaigns for brand awareness. Emphasis metrics do not always mean marketing success. Yes, in the end I can turn into success, but that’s rare.

Instead, outline the goals that are important. Then, work back from these goals to help you draw what a successful customer travel looks like.

• Does it end with a phone call?
• Or fulfilling the form?
• How to get there?
• What will lead them to this outcome?

Write your success story and copy your marketing efforts to direct your clients toward her. Don’t hit. They have the customer’s path.

It is time for the customer’s experience to become part of your marketing strategy.

5. Enable exceptional customer experiences

It is rare that the user experience of factors in conversation about marketing. But that’s critical. Otherwise you will struggle to understand what your ideal customer looks like and why you value you as a company.

The customer experience is a place where the strategy truly revives. Use a journey mapping to evaluate each touch point where customers communicate with your brand.

For each touch point, ask:

• Do we give our brand’s promise?
• What do they think and feel?
• Where can we exceed their expectations?

May look like this:

Remember, as mentioned in the first step, your team that is facing the customer is the golden mine of insight. Use their feedback to deal with gaps, repair frustrations and create a noisy experience.

Exceptional experiences with customers naturally generate faithful advocates for whom each company craves. These insights will help you generate authentic content that your ideal clients are looking for.

This means that you will no longer need to guess what content you should create. You will know exactly what content they want and you will motivate them to want more than you.

You are deeper: From guess to growth: How to build a marketing strategy aimed at customer

Move the focus

Tactical marketing can start traffic, but strategic marketing builds lasting connections and creates real growth. Isn’t that a point of marketing?

The focus on your brand, customers’ needs and meaningful results will create a marketing approach that stands out in a sea of ​​same -time.

Everything else is just noise.