The Agency Record Blog

Why Marketing Strategy Matters

Have you ever known someone that has had a great idea, product or story, and thought, “The world should know about this! ,”? If you haven’t, one day you will. You will also be faced with the prospect of either helping that person get that message or product out to the world, or find yourself encouraging them to do so. Most likely that person will say, “nah” because they don’t understand or are scared of marketing. But without marketing a product, service or story; nothing happens.

What may surprise you, coming from someone who works in the digital marketing space, is I don’t think marketing on the internet is always the best answer or the only answer for every company. Okay, get back off the floor and read on. It amazes me that people really think there is a “silver bullet” and spend thousands of dollars trying to find it. They also believe that everything online can somehow be put on autopilot and that that alone will catapult them to the top of the massive search engine heap. One day that might be true, but not today. That’s why every aspect of marketing should be considered; online and off to build a comprehensive, strategic marketing campaign.

So now that we have established that marketing online and off isn’t that easy, what do you do to best market your product, service or story? Well, this is where good marketing strategies take center stage. However, I want to warn you; it takes work. You have to know what you are getting yourself into. Discovery, story, information and dialog take place. Taking advantage of all strengths and assets and finding resources to help fill in the gaps. Understand, this a battle! No one would walk onto a battle field today with nothing but a pocketknife and a stick. That’s why getting all the ammunition and weaponry available is a must!

The great news is all the above is more accessible than ever before to all levels of business, including solopreneurs and small businesses. Know going in that if you want to win at selling a product, service or story, then understand that marketing strategies matter. Without really thinking through your marketing you end up squandering your strengths and loosing assets thus becoming frustrated. When I hear someone say “that thing (the internet/TV ad, etc.) doesn’t work”, I know there walks someone who didn’t have a marketing strategy, and that my friend is why marketing strategy matters.

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