Nobody in their right mind would attempt to build a house without a plan and solid foundations. So why do so many business owners overlook marketing strategy when it comes to developing their business plan? Without the appropriate foundations in place, a house would move, crack and eventually fall apart. The same is true when it comes to your marketing goals, without a solid foundation and robust plan in place your business won’t have a competitive advantage or an ability to increase sales over time.
Marketing campaigns that are not built on marketing strategy don’t work. Instead of moving your brand forward to its long-term goals, marketing activity based on a whim wastes time and money. Your plan when developing a marketing strategy needs to align with cost-effective activities that fuel your business and sales growth.
If you are responsible for engineering a positive future for your business, then you need to develop a strategy first. Taking a strategy first approach allows your business to take measured and specific actions to reach customers and business goals.