By Dan Woychick
Some problems are so common to the human condition that we’re predictably intrigued with promises of easy solutions. You’re telling me I can eat all the Oreos I want, and still lose 10 pounds in 30 days? Sign me up! Earn up to $5,000 working at home only a few hours per month? Sounds good!
Marketing professionals fall into a similar trap when they fixate on short-term tactics and the latest trends – things that often seem too promising to ignore – at the expense of a well-planned, long-term strategy.
Whether it’s social networks, QR codes, or online publications whose pages magically flip like their paper predecessors, none will ever be a substitute for the more difficult endeavor of creating high-quality, relevant content and delivering great experiences and service.
Maintain a balance
To clarify, this is not an anti-technology rant – everything new is bad – nor an argument in favor of foot-dragging on innovation. Heaven knows, there are more than enough committees perfectly capable of killing good ideas.
It’s just that the initial question often seems to be: How can we use [insert tactic/trend here]? When we should be asking: What are we trying to do? And what are the best ways to achieve those goals?
We need to balance the temptation to hop on the latest bandwagon against forces that delay decision-making or change. As John Wooden, the legendary UCLA basketball coach, once said, “Be quick, but don’t hurry.” In other words, execute without hesitation, but have a plan first.
Know your audience
If you’re driving after dark on an unfamiliar road, you wouldn’t hesitate to use your car’s headlights. It would be crazy – and dangerous – to proceed otherwise. Yet, some organizations recklessly steer their marketing based primarily on assumptions or scant anecdotal information. It’s always better to shine a little light on the situation, then budget time and resources accordingly.
There is an oversupply of ordinary in the world. Honestly, what can you do that your competitors can’t or won’t do? What makes you so special? If you can answer that question – better yet if your customers can answer it for you – you’re well on your way.
Spending time only on what’s quantifiable (likes, clicks, followers) is the easy part. Having the vision and leadership to act on what’s important – more likely to be operational issues than your latest tweet – is significantly harder. Hey, if it was easy, everyone would be remarkable!
Staying attuned to your customers and continually rewarding them is a daily grind, not a quick fix. Done well, over time, you’ll earn their trust. And then we can start matching tactics to strategic goals.