226: Using Strategy to Inform Your Marketing

Marketing
Written By Michele Williams

226: Using Strategy to Inform Your Marketing

with Brooke Chapman

Joining me today is Brooke Chapman. She's the executive director of Three by 3 and Nine Boxes. Brooke has a proven track record in helping small businesses really create a strategy around their marketing. Today we're going to be talking about strategy versus tactics in your business with regard to marketing. Brooke uses a phrase that made me laugh, she calls it random acts of marketing. That's when we're just doing tactical work instead of strategy work. So listen today and see if there are some changes that you can make to your business to be more strategic.

Topics Mentioned:

  • Strategy vs. tactics 

  • Market position 

  • Clarity in messaging 

  • Buying triggers 

Listen to the Episode

Key Thoughts:

  • When we think about marketing tactics, it's channels, it's your website is, you know, the suite of brochures that you're handing to clients. It's your social media pages, it's the campaigns that you run through Google. But if we think about what strategy is, it's really about understanding your market position and your differentiation from your customers. Brooke Chapman (5:31) 

     

  • It is so difficult for me or any of my team to guide clients to move forward to even find the right marketing strategist to work with if we don't know who they are. That foundation serves as the backbone for everything, not just to build your business strategy. Michele (7:06) 

     

  • Can you afford not to be in the market and be in business today without clarity? Because if you're not clear, your customers are not going to be clear. Brooke Chapman (8:22) 

     

  • I think that's what's so interesting about strategy versus tactics. With everything shifting and changing, if we don't have a view of the overall strategy, we can sometimes get twisted up with those tactics, then we're spending money where we shouldn't. Michele (32:54) 

Contact Michele:

Contact Brooke:

References and Resources:

Click here to read the transcript for this episode.

Michele Williams
Previous

227: Using Your Past to Create Your Story
Next

225: How to Determine When to Raise Rates and When to Absorb Costs