Jumping Off a Cliff: The Risk of Tactics Before Strategy

We get it. The world moves fast. Business moves fast, and we’re all trying to get ahead of it. In the land of marketing, this can be tempting to be reactionary and dive headfirst into executing marketing tactics before developing a clearly defined strategy. This approach, while it feels quite agile and efficient, can often lead to wasted resources, disjointed efforts, and missed opportunities. Taking a minute to think and develop a marketing strategy before jumping to tactical execution is not just beneficial; it's essential for long-term success and sustainability.

Marketing as an Investment, not a Cost

As technology evolves, buyer and audience habits change, and communication channels turn like autumn leaves, it’s no wonder that marketing can become incredibly confusing for businesses to navigate. There are increasingly more niche agencies offering specialized marketing services, which can overwhelm a marketing portfolio and drain your budget when layering in tactic upon tactic. But let’s take a moment…

There are mixed opinions on the value of marketing, and with this, businesses allocate resources and budgets to match. As a distinct function and pillar of any business, however, when we plan strategically, aligning marketing efforts with business goals, we will view marketing as an investment rather than a cost. This mindset shift helps organizations understand and appreciate the long-term value that a well-executed strategy can bring, ensuring that every dollar spent is working towards a clear objective.

The Benefits of Strategic Planning

Saves Time and Money

A robust marketing strategy identifies the most effective ways to reach your target audience and influence their actions, thereby avoiding a trial-and-error approach of layered or one-off “silver bullet” tactics. This upfront thinking saves both time and money, preventing the common pitfalls of ineffective campaigns and the need to reallocate resources toward more impactful initiatives.

Stronger Return on Investment

Any investment needs to see a return, right? A strategy that orchestrates tactics to clearly mapped business objectives ensures that marketing efforts are coherent and focused, integrated and hand-shaking with the other business functions like sales and communications. This leads to more effective resource deployment, business alignment and better results. 

For example, a well-coordinated content marketing strategy boosts lead generation and conversion rates. Engaging content draws in potential customers, and the sales team maintains momentum to convert these leads into sales. Aligning messaging and tone between marketing and sales creates a cohesive, trustworthy and consistent experience for customers.

Builds a Stronger Brand

A strategic approach to marketing helps to build and reinforce brand position, awareness, and loyalty. Consistent and well-thought-out messaging and content, distributed across various channels, strengthens the brand's image and fosters trust among the target audience. This consistency is crucial for creating lasting impressions and nurturing customer and stakeholder relationships.

The Risks of Skipping Strategy

While it can feel like the right thing to do, jumping directly into tactical execution without a strategy can lead to fragmented efforts and a lack of direction. This approach often results in:

Inefficiencies: Without a clear strategy, marketing efforts can become disjointed, leading to wasted resources and efforts.
Missed Opportunities: A lack of strategic planning can cause businesses to overlook potential opportunities for growth and engagement.
Inconsistent Messaging: Without a cohesive strategy, messaging can become inconsistent, weakening the brand and confusing the target audience.

Case in Point: The Role of Video in Marketing

At Big Red Oak, we often hear the phrase, “We need a video”. As a band of film nerds, we love video. It’s a very powerful tool, but it is but one asset in the marketer’s toolbox, and depending on the business objectives, may not be the right asset to develop… though it’s always one of the right assets to use 😉

To this request, the key questions we ask are: 

Why do you want a video? 
What do you want this video to achieve? 
How will this video help your business?

In most instances, an underlying issue that needs to be resolved is revealed, and we can unravel the ball of yarn to develop a cohesive and effective strategy and solution.

These questions emphasize the need for a strategic approach. Video, like any other tactic, should be part of a broader strategy that aligns with business objectives and resonates with the target audience. Without this alignment, the video may fail to deliver the desired impact, leading to wasted resources and missed opportunities.

The Strategic Process

At Big Red Oak, our process of developing a marketing strategy involves several critical steps:

Discovery: Understand the business goals, target audience, and market landscape.
Objective Setting: Define clear, measurable objectives that align with business goals.
Audience Insight: Gain a deep understanding of the target audience's behaviours and preferences.
Strategy: Craft a detailed plan outlining the marketing approach, key messages, and channels.
Execution: Implementing the tactics with precision and coherence.
Measurement: Continuous measurement and analysis of results to refine strategy and tactics.

If I Can Bend Your Ear One Last Time…

Developing a comprehensive marketing strategy before jumping to tactical execution is crucial for maximizing ROI, building a strong brand, and ensuring long-term success. By viewing marketing as an investment and taking a strategic approach, businesses can drive sustainable growth, build brand loyalty, and achieve their business objectives with greater efficiency and effectiveness. At Big Red Oak, we believe that the right strategy, combined with flawless execution, is the key to unlocking the full potential of your marketing efforts.

Reach out anytime. We love to help!