Following up on a post I did about the marketing mindset versus the Internet marketing mindset, marketing is about longevity while Internet marketing is about using psychological tactics to sell you something as if it’s the one true answer.
Let me put it to you straight – there is no one true answer.
Having said that, there is a lot of value in the techniques that people teach you. These products, if you’re willing to put forth the money to purchase them, can provide you with new tactics that you can incorporate into your strategy. But that is what it is really all about, strategy.
Strategy is defined as a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result. My friend Scott Scanlon talks about this in one of his podcasts on DefiningNewMedia.com, where he calls it the “arc of marketing.” And what Scott is talking about there is looking into the future, seeing a goal, and then plotting your course towards that goal. And along the way to achieving that goal, you use tactics.
Strategy encompasses tactics. However, no single tactic will help you reach your goal, especially if you are missing the strategy.
Many people out there however, will sell you a tactic as if it is the end all to be all for improving your business. From talking with many successful freelancers, and in my own experience, this isn’t even close to being true. Because, what works for one person won’t necessarily work for you, at least not in the exact same way. Now that’s not to say that it absolutely will not work for you, but really there’s only one way to find out and that’s to test.
I’ve also found that tactics need to be used in combinations. For instance, e-mail marketing is very effective when combined with other techniques, for instance blogging or video podcasting or audio podcasting. And while a single tactic or technique like blogging can be highly effective, it can be more effective when you add in things like e-mail marketing. And going back to what this post is all about, when you use these tactics in combinations what you are really talking about is strategy.
Strategy implies that you have some goal that you wish to move towards. And that is what it starts with.
Let’s look at an example.
Let’s say that you have a product you wish to sell – I think that that’s the pretty common among readers and listeners here. Let’s also say that you have a certain amount or number of that product. So the goal in this case is to sell that number of product, and let’s also say that you want to do this within one month. What are some of the tactics that you could use to make this happen?
There are a number of ways to sell your product. You could create a sales page, and use some combination of video and text to talk all about the product, and try and make the sale. And you could then purchase pay-per-click or Facebook ads to drive traffic to that page, or if you have an e-mail list, you can send a message to that list and send them to the page. A very simple way to try and sell the product, would be to do a blog post about it, and either have a single product page on your website with your buy now button, or just put an add to cart button in the post itself. And yet another way would be to use a webinar, or teleconference. And if you have one month to sell this number of product, you could do a series of e-mails or blog posts or videos. All of these are tactics.
So which of these would you use? Would you use one or would you use many?
If you were going to go about it strategically, you would use a combination, for instance writing a series of blog posts, and combining that with e-mail marketing and a webinar. All of this would be spaced out over time throughout the month.
And this strategy might work for me with my audience, it might work for you with yours. But the point that I’m trying to get at, is that we have this large amount of tactics that we can use that by themselves can be effective, but are much more effective when used in combination within a larger strategy. So learn as many tactics as you can, figure out what your goal is, and then look at which tactics will help you to achieving that goal.