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Patrick McFadden owner of a successful marketing firm explains the problem of tactics over strategy
If the above sounds like you, then "your marketing is broken," according to Indispensable Marketing president and marketing consultant Patrick McFadden.
It's the approach that has always been the foundation for Patrick and Indispensable Marketing's success, and one he elaborated on in a recent article
Patrick explained that of course all of these things are important and have a role to play in successfully marketing your business, but while all of these constantly changing and evolving areas have been dominating the conversation, one time-tested marketing approach has continued to quietly provide good results for those relatively few small business owners who have truly mastered it: marketing strategy.
"Few things are more confusing or mystifying to business owners more than the idea of marketing strategy, Patrick said."
"Rather than debate the definition of what marketing strategy is," he said. Look at how you can develop it, install it and give it a voice. No matter how perfectly you state your marketing strategy, if it doesn't live firmly in the tactics you employ to develop and keep customers it's all for nothing.
Patrick explained, "that the first thing business owners need to do is find their unique positioning."
The next step in this process is to create a customer journey framework. Patrick went on to say, "that strategy before tactics thinking forces you to push your marketing strategy above into every marketing activity." Indispensable Marketing's approach to the customer journey is a concept that asks you to create processes, offerings, and campaigns aimed at strategically moving prospects and customers through five stages - Awareness, Education, Sample, Purchase and Refer.
"Once you develop your unique positioning and outline your customer journey it's time to give your strategy voice," Patrick said. This is done by mapping how you will communicate your uniqe positioning through educational content that creates awareness, educates, builds trust, engages and converts.
You can read the full article on Indispensable Marketing website below. http://indispensablemarketing.com/