What is a marketing strategy?
In business, when you don't know what to say, you use the word "strategy". Do we have a strategy? What is the strategy? Let's have a strategy workshop. It's an overused word that means: I'm not sure what to do, and desperately need to look confident. Strategy time! But do you really need a marketing strategy, or is it just a fancy word for hot air? Let's answer this by starting at the beginning: In business, you want to make investments, not incur expenses. An "investment" is similar to an "expense" but with a long term benefit to the business. To move from pure expense to investment, you need to think deeply about how you spend your money: where are you spending it, why and what should the results be? I regard this process of thinking as "strategy". Too many businesses don't think through their marketing, meaning it remains a pure expense, with little upside. This is why you need a marketing strategy - to