You may not have heard the term “marketing tactics” before, but marketing tactics are something you implement all the time.
Marketing tactics are the activities you implement when marketing your business. Facebook ads, blog posts, webinars, speaking at a networking meeting – these are all marketing tactics.
Which leads me to this question: Are you implementing the right marketing tactics?
The “right” marketing tactics are ones where you’re getting the most “bang for your buck.” They are successful in expanding your reach, increasing your visibility, attracting new clients and earning you more money.
So often, entrepreneurs aren’t intentional about which marketing tactics to implement. They pull them out of thin air and cross their fingers that they’ll work.
Sure, sometimes we have to try new things, but there is a strategy behind selecting the right marketing tactics. And that’s what we’ll talk about in this blog post.
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Here are four steps you can follow to ensure you’re finding the most effective marketing tactics you’re your business:
#1: Brainstorm a list of 50 marketing tactics
On a separate sheet of paper, brainstorm a list of 50 marketing tactics you can implement for your business. Include the tactics you’re already doing and then stretch yourself to include tactics you haven’t implemented yet. Remember, it’s a brainstorm, so there are no bad ideas. And do not stop until you reach the 50th idea!
Once you’ve brainstormed your list, go back and highlight the tactics that appeal to you. Then, analyze what you’ve chosen against the next three steps.
#2: Determine your budget
Your budget directly influences which marketing tactics you will choose for your marketing plan. Even if you don’t have a budget, it’s important to know that at the beginning so you can focus on marketing tactics that won’t cost you much money.
Budget does not always equal money, either. Your time is part of your budget too. Determine what your hourly rate is, and use that cost in your budgeting.
For example, if you want to host a vendor table at a local community event, determine how many hours it will take you (include preparation) to participate. If your hourly wage is $100, and it will take four hours of your time, then the cost of this marketing tactic is $400. Knowing this amount, are you optimistic you can exceed $400 in sales at this event? Or could you spend those four hours doing something else that’s more effective?
When you consider your time as a commodity, it helps you make decisions on which marketing tactics are worth your efforts.
#3: Be clear on which marketing tactics will reach your target audience
After you consider your budget, then answer this question: Will this marketing tactic help me reach my ideal client?
For example, if you have a product that caters to moms, you should find marketing tactics that will reach moms’ eyes and ears. Baby shows, parenting magazines, PTO/PTA meetings – these are all the types of tactics you should consider because they have gathered your ideal client for you.
If you are not sure if a marketing tactic will reach your ideal audience, look for another one. You don’t want to waste your time and money with marketing tactics that do not reach your ideal clients.
#4: Be realistic on what you can implement
Once you’ve brainstormed a list of possible tactics, examined your budget and narrowed down your choices based on your target audience, your next step is to be realistic about what you can implement. Use a marketing calendar to plan out your marketing tactics (this will help you from spreading yourself too thin).
One final tip: Make sure to assign a goal to each marketing tactic. Then, when you complete each tactic, compare the final results to your goal. Did you meet or exceed your goal? This will help you determine the marketing tactics to use, or discard, in future marketing plans.
When you approach your marketing tactics using this four-step process, you will make smarter decisions on how to use your time, energy, money and resources. You’ll be so relieved that you’re investing in the right marketing tactics! And imagine how wonderful it will feel to work smarter, not harder, in your marketing.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, three guinea pigs and a basset hound named Emma.