If you think marketing is just one more thing to add to your to-do list, you’ve been looking at it all wrong. Find out how it can improve your business as you try to scale.
The challenge of marketing, today for your midsize business isn’t lack of focus, lack of passion, or even lack of motivation. The challenge, the real reason marketing programs aren’t working for midsize businesses is because they haven’t committed to a process, a journey, a strategy, and along the way understand that the tactics may change as they try to scale.
One of those tactics is being persistent. Yes, persistence is a tactic, not a strategy. Midsize businesses must determine a strategy for the areas (marketing) of their business where they want to see excellence. Wikipedia defines “strategy” as a long-term plan of action designed to achieve a particular goal.
Imagine you are driving a Corvette at 90 mph headed straight toward Dallas, TX – but you really want to go to San Diego, CA. Accelerating to 120 mph may give you the sense that you are really making progress, temporarily. But what you really need to do is change direction. Midsize firms must vigilant and careful of being “persistent” in the wrong direction.
Right direction (your strategy) is more important than persistence (your tactic).
Question: What do you find as the challenge for marketing midsize business today?