There’s a reason people often talk about the “business landscape.” It’s because there are many parallels between a physical trek and moving from marketing concept ideation to marketing campaign execution.
All the elements can be there: peaks and valleys, straight paths and twisting switchbacks, clear vistas and dense forests. As a marketer, you must be able to navigate whatever terrain you encounter skillfully.
It All Starts With Strategy
Imagine beaching your boat in new territory and preparing to head inland toward your desired destination—only you don’t have a map. It’s conceivable you could get to where you want to be by random chance. But you’re much more likely to stumble around, growing increasingly tired, frustrated, and discouraged each day you wander.
Now, picture the same scenario, only this time, you have a detailed map with a marked path, landmarks to look for along the way, etc. That’s a much more effective (and less stressful) way to pursue your goals. You will likely still encounter challenges along the way, but you’ll be well-prepared to clear any hurdles and continue making steady progress.
At A-Train, we collaborate with clients at a place in the marketing wild we call Strategy Shores. It’s where we jointly plot a course for:
- More leads
- Increased brand awareness
- Greater market share
- Higher revenue
Or whatever your chosen “destination” may be. It’s also where we do a resource inventory and ensure we’re outfitted with the tools and provisions needed to get there.
Shifting Sands and Changing Tides
It’s essential to recognize that, as critical as a carefully crafted strategy is, it should be molded in clay rather than etched in stone.
Like waves on a beach, everything from market conditions to consumer expectations will ebb and flow, and you’ve got to be able to reshape your marketing strategies as needed to address the changes. In our metaphor, it might be that a landslide (the arrival of a new competitor) has washed away a section of the path, and you must figure out how to cross the chasm.
For that reason, you’ll enjoy the most success if you work with a marketing firm that isn’t a one-and-done “service provider” but rather a “strategic partner.” At A-Train, we treat every engagement as a long-term commitment—even if we’re only asked to help with one project—and we remain ready to assist as needed. That includes encouraging organizations to consider vital questions at least annually about everything from success metrics to the “learned language” they want their audience to use when talking about them.
Get Our Marketing Strategy Conversation Starter
We’re happy to participate in (or lead, if you prefer) conversations about your marketing challenges, goals, and plans. But we also offer a Marketing Survival Guide that contains a Strategy Shores section with critical questions every marketing team should consider regularly—things like:
- Have you revised how you market based on how the tides have changed in the last two years?
- How do you want to be described by your target audience?
- What are the key performance indicators (KPIs) for your success?
- And several others
Download a free copy of our Strategy Shores overview today!
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