Specific marketing tactics are the stepping stones that ultimately get you to your vision.
Before you start any marketing project, the first two questions asked should be “What are your goals? What are you trying to accomplish?”
Some people may think these questions are too basic; therefore, it goes unasked, and unfortunately, unanswered.
Without knowing where you are headed how do you know what to do? And how do you know if you’ve been successful?
Marketing strategies connects where you are today with your vision of where you want to be according to Ken Jones, COO of Five Across, Inc. Specific marketing tactics are the stepping stones that ultimately get you to your vision.
Are you trying to build awareness for a new product line? You may have to use a partner relationship to increase awareness.
Are you trying to drive profitable growth? You might build an ongoing email campaign targeting existing customers. You might also develop efficient sales tools to support the high growth markets balancing growth and cost.
Both of these are credible ways to achieve your vision.
Business objectives provide direction for your marketing strategies and plans. Business objectives can range from revenue to market share to profitability and the list goes on.
Marketing objectives can range from awareness ensuring that your customers know you exist) to demand generating (attracting customers to your product), and lead conversion (converting prospects to revenue).
Awareness strategies make you more visible to your target customers. If potential customers do not know about a company, they will not purchase from it. In other words, you need to make sure customers and potential customers know you exist, and how you are better than their other alternatives.
Demand generation is exactly what it sounds - the act of building demand for your products or services based on customer awareness, benefits and differentiation. Demand generation strategies and tactics attract customers to they can be converted into real customers who are willing to pay you money for your products or services
Conversion is where the clicks turn into customers. This is when you finally get the purchase order signed after month of negotiations. This is when the customer says: Yes, I’ll take it. This is where all of your hard work finally pays off.
Awareness = Eyes and Ears Demand
Generation = Call, Click or Visit Lead
Conversion = Paying Customers
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
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