STRATEGIC AND TACTICAL
Marketing is woven through the fabric of your company. It is everything you do from the kind of product or service you offer, what you say about it, how you say it, what it looks like, the image you portray and how you make potential customers “feel.” Many times, it is the emotional tie a person feels that will foster a purchase. It is the function of marketing to “master the message.” Marketing is first a strategic function, performing an internal SWOT in order to understand and position strengths to target markets. Then, it is executing the strategies through multiple tactical platforms. In its perfect form, the same message is delivered consistently across all areas of your company and across all platforms, and therefore, to the market.
These tactics create awareness for your brand, service or product and drive customers to your business. This is accomplished in any number of ways through your product/service offerings, promotions, pricing, advertising, email, blogs, social media activity, and digital campaigns; all driven by old fashioned research. All of these activities are marketing and the vehicle that serves as the base of your activities is your website. It will determine how visible you are to the world.
Because you build it, does not guarantee they will come. An effective strategy, pro-actively delivered across multiple platforms will increase awareness and visibility for your brand thereby generating leads. Provided you deliver to the brand message you will increase product/service sales and solidify a customer base for long term growth and success.
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