Marketing strategies come after goals and vision.
and mission statement and before the action plan and tasks.
The marketing strategy is how you are going to carry out the
Tasks contain the detail. The tasks are what you want to list
and keep track on your daily timer system, not your
marketing plan. Whether in Outlook, a kind of Franklin
system, or on your electronic appointment system like a Palm
Pilot. It doesn’t matter if you prefer to start with a task
and work your way to the goal or work from the
aim down. Both should achieve the same result.
After creating the goals and making sure they are
SMART (specific, measurable, action-oriented and
achievable, realistic and timely), focus on one and
move towards action plan and tasks. Completing one to the
time in this way will expose any spaces or duplicates.
Occasionally, there may be several strategies for a
goal or multiple goals for a strategy. Yes this
Search for duplicates occurs. Duplicates say the same
in different words. This review will keep the plan clear
In my role as a consultant, I constantly see two mistakes made
during the strategy clarification process. Keep these in
mind while defining yours:
1. Deadline not considered or matched so that you can
deliver the desired results.
2. Choose what is comfortable but does not reach a great
enough profitable target market.
Strategies should be designated as short, medium term,
or long term. The time period for each depends on the
commercial approach, market and its stage of maturity. For a new
business owner, maybe all he can handle is a 3 month plan
– short term. How an established company can claim
yours in longer times: short term 1 year, medium 3 years,
and long term 5 years. A mature business can be 3, 5 and
Operating in a 30-day vacuum for too long creates flashes
fires that must be constantly distinguished. When
this happens, the business is managing it. The 31st is a
struggles to create the next 30 day plan and cycle
repeat. After so many of these cycles, even the most
patient person will give up planning.
The balance for a new business will have a shorter term.
objectives and strategies and less in the medium and long term.
This normally happens because trying and finding what works
is still a big part of your process and marketing
the system is still in flux.
The balance of an established company (5-10 years) would have
more medium-term objectives and strategies. Consider a
mature companies (ten years earlier) would strive for more
softness in their long-term strategies except for new
product or service development that begins its heaviest set
of short-term strategies.
Choosing the right strategy is not always about establishing a
comfortable strategy for the entrepreneur. The right thing
The strategy is right for potential customers. The best
one delivers the desired results. Typically one that
reaches the market in the fastest and easiest way using
the least amount of resources.
I hear comments from entrepreneurs like this: “I don’t like
to do that. “” I just can’t do that. “” I refuse
to do that “.” I don’t have time. “This closed mind
just because your uncomfortable is your success saboteur.
Then they justify it with “Money is not everything.”
Logically they know that it is natural to justify any decision.
we do but they don’t see the connection. Some figure
this years later, others never understand it and come out of
business, and others finally get down to it
The perfect strategy caters for both comfort level and
widest possible market so that you can offer the desired
Don’t waste time doing what you feel comfortable with
does not reach a profitable enough market. This wastes
valuable and limited resources and creates failures.
Once you incorporate these important features into your
strategy development, your plan will be easier to follow and