A marketing strategy in its simplest form

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

and concise.

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.

Time frame

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

comfortable place.

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


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