~by Haley Lynn Gray~
All too often I see businesses taking a spray-and-pray approach to their marketing strategy. They hire 14 different people to handle their marketing, but these 14 people aren’t familiar with all of the components of their customer’s marketing. And then they try to pick the “best of the breed” among all of the different providers.
Unfortunately, this can be a very costly maneuver, and it can also take a lot of time to manage. It may make you feel better to have a dozen different people working on Facebook ad campaigns, but the reality is that if you’re not using a cohesive strategy for marketing, you’re probably leaving a lot of opportunities for optimization on the table.
One example of this in particular is putting together a cohesive communication strategy. If you are working your blog strategy and content strategy together with your social media strategy, you can actually increase the organic reach of your business. You will likely spend less money because you are using the content you’re generating, and building your business on that content. This way all of your proverbial ‘marketing horses’ are pulling the cart in the same direction. This is much more efficient and cost-effective than having your ‘marketing horses’ trying to pull the cart in 14 different directions and hoping that you make net forward progress.
Marketing strategy is about helping you reach your goals, effectively, quickly, and by spending the least amount of money.
Your marketing strategy may encompass blogging, Facebook ads, Google AdWords, content strategies, different platforms, back linking, video, Facebook groups, and more. There is no one-size-fits-all solution for every business or every non-profit organization.