You gotta have a strategy behind your online marketing
Right, think big picture here, if you will…
What is the purpose of building a house?
Of course, it’s for someone to live in.
Okay, okay, try this…
Why do people run businesses?
Well, ultimately, it’s to make money. If it doesn’t there isn’t a business.
So…
Why do we market our businesses?
To get more money into our businesses to make money.
Big Picture Strategy
I ask these questions because to me, they are the most relevant ones to ask for.
A conversation I had this morning started off about an e-mail marketing campaign and what colours should be used, etc. (the usual design stuff) and ended up, thankfully, at the question of…. what is the end goal of the e-mail marketing strategy? What is the client trying to achieve - short-term and long-term?
And, when you get down to how the e-mail list could be segmented to make more specific sales messages ONLY to the people who want them, and that the content is not actually hitting the right spot… you realise that the colours are just as way to achieve that.
You could get even more bigger picture and ask if it is even relevant - does it create anything tangible and does it add to the whole marketing and PR strategy.
Comment by Jerad Kaliher October 30, 2007 @ 6:47 pm
Simple, relevant questions aren’t asked enough - in business and in life. It’s amazing that when talking technicality most companies often lose sight of the target.
I read a book a while back called The Goal, where the management of a manufacturing plant finally came down to the most basic of all targets. He said that the goal of the company wasn’t to improve efficiencies, but to to make money and set up all other strategies around that purpose.
I guess it’s always good to take a step back and think a little.
Comment by Lisa November 26, 2007 @ 2:10 pm
Ich moechte mich fuer die guten Infos bedanken und hoffe du wirst weiterhin so qualitative Beitraege schreiben. Falls du was