Want to improve your online advertising ROI? Well, who does not? The problem is that one-off tactics, tips, and tricks don’t work as intended. The vast majority of the information in the way of tactics you find on the internet is surface level, and it is for this reason that it does not work. Then there is also the fact that using various tactics, while learning as you go along will not yield the best results. If anything, it may end up doing your service or products more harm than good.
The key to employing tactics successfully is to have a sound marketing strategy. You should know why you’re using a particular tactic and it should tie in with the bigger picture. The tactics you come across online are not necessarily wrong, dangerous or ill-intended; it’s just that they lack direction. It is for this reason that we like to focus on creating a marketing strategy. The strategy has a purpose and has an end goal. Consider the strategy as the ‘why’ you’re doing it and the tactics as the means to accomplishing it. When the two work in tandem, you’ll have success.
What is a marketing strategy and how to develop one?
When developing a marketing strategy, you need to work backward from what you intend to achieve. Each step back can then have a solid tactic associated that helps you achieve that step in the process. If you see that that particular tactic which is part of that step does not work, you can easily replace it with something else or use a variation.
Having a strategy in place helps you focus on only using tactics that help you achieve the desired goal. If you want to do everything at once, there will be problems. Doing everything at once will make it hard to measure how successful each step is in fact. So, you never know which tactics are producing results.
Plus, marketing is all about focus, doing several things at once means you’ll lose focus. Doing one thing at a time in a specific order as required by your strategy will help you hone it further, and you’ll see results.
Instances of employing tactics based on a strategy
Let’s say that you want to improve your email list, maybe get a few dozen more people to sign up for your weekly newsletter. The strategy you’ll want to employ will be to first offer something of value in exchange for which you ask the person for their email address and name. You’ll also want to make sure that the email is automatically collected in a database of some sort. Plus, you’ll need to find a way to attract people to your landing page. So, there are a couple of different tactics you’ll need to employ:
- Use advertising, outreach, interviews, SEO, to drive traffic to your website.
- Your website’s landing page should be laid out so that visitors get interested and offer to join your mailing list. Usually, marketers split test multiple landing pages to find what works best.
- Have a back-end system that automatically collects people’s email address, sends them an automated welcome email and is easy for you to access.
Online marketing is ever evolving owing to the nature of the internet in general. So, you’ll obviously need to change gears now and then. When you have, a strategy outlined you can simply switch out a tactic which no longer seems to work with the latest one that does work! That’s the beauty of employing a strategy.