What do I mean when I say “All marketing is slow marketing”?
Marketing activities are what you use to get known therefore they are long term, aren’t they? What is long term to you – three months? six months? one year? five years? Long term is “slow marketing”, isn’t it?
Marketing activities are directly related to and evolve out of your strategic plan.
The strategic plans you write establish your business goals. The marketing activities are how to get there and they’re called tactics. They’re for a defined period of time, which most commonly is a year, but could be a quarter or even a month. They are your monthly calendar of marketing activities.
Marketing plans and thus activities are directly related to and evolve out of your strategic plan. The strategic plans you write establish your business goals. The marketing activities are how to get there or tactics. They’re for a defined period of time, which most commonly is a year, but could be a quarter or even a month. They are your monthly calendar of marketing activities.
Therefore there’s an order to the things you need to do.
- set goals for your business (one year)
- decide which products and services to do AND that help you meet your goals
- choose two kinds of marketing tactics – those for your long term goals (one year) and those for your short term projects (products and services
It also depends on your reason for using a particular marketing tactic and why you are you are using it. Here are two questions you need to ask.
1. Why are you doing it?
Which of your goals does it meet? Is it for a particular product or to build your reputation? The following are two reasons you may be doing it and the particular marketing activity to use.
- for a campaign to launch a product or service (a page on your website, an ad, a newsletter item, several blog posts, your “30 second infomercial”, social media posts, presentations you’re doing, part of your email signature)
- get known locally – nationally – internationally (your entire website, newsletter, blog posts,”follow” or “friend” people on social media in your target market, networking, speaking, training, attending events, part of your email signature, etc)
You can see you can and should use all marketing activities.
2. How quickly do you need results?
It may be for a special and therefore time sensitive so you need results according to that date.
It could be to get known and that’s long term so requires you being “seen” often and everywhere hence my belief in repetition including online. Frequency is important and therefore slow or long term.
In summary
ALL marketing is slow and repeated like a dripping tap. A client hears it so often that take action.
You’re in business for “the long haul” so market slowly and repeatedly.
How often do YOU market a piece?
Originally posted on June 2, 2015