Marketing Strategy vs Making It Up

Hands use a highlighter to markup a stack of paperwork on a desk.

Published February 25, 2021

When people talk to us about their marketing, they frequently assume that because we work in marketing, we automatically recommend that they Do All the Things! In fact, the opposite is generally more true: we see better results for our clients using a very specific combination of tools, platforms, and tactics. Very few companies need to have a presence on every social media platform, and frankly, very few companies have the resources to execute successful content campaigns on multiple platforms. Here are our 3 top reasons for a strategy-based approaching to marketing:

  1. Strategy makes your marketing healthier

Strategy is as much about looking back as it is about planning ahead. It’s about evaluating what has worked, and what hasn’t gotten the results you wanted — and why. It looks for holes and weak spots in your plan– are you leaving an important tactic out? Are you missing an opportunity to reach new audiences?

  1. Strategy helps teams function better

If you have multiple people working on your marketing (whether in-house, freelance, agency, or a combination thereof) it’s pretty much impossible to fly by the seat of your pants. In order to plan content, launch campaigns, coordinate creative, and more, you need to be planning ahead in a way that uses clear direction, timelines, and measurable goals.

  1. Strategy maximizes your budget and resources

Marketing costs time. While there are an increasing number of great tools available to make everything from graphic design to content planning easier, the fact is that consistent, high-quality digital marketing takes time. Strategy allows you to sort out your high-priority, results-driven goals (driving registration for a ticketed event) vs your long-game, time-dependent goals (build a highly engaged social following) and allocate your resources and time accordingly. 

That being said, it’s still incredibly important to include spontaneity, authenticity, and responsiveness to your digital marketing. We’ll be talking about that next time!

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