It is a simple mistake to make.

If you do marketing reviews of your marketing tactics in isolation of each other it wastes lot of time and energy.

You can also miss out on seeing the total picture and the true situation.

If you do this too often it will drive you crazy when the results you desire do not appear.

Changing or tweaking individual tactics could have a negative impact on the others you action and no one wants that.

Although I have no statistics I wonder if this is why some small business give up on marketing tactics too early..

To avoid this happening to you here are a few tips:

Know what your marketing tactics are best for your brand

There are lots of tactics around today and often you will see posts on the best ones to use.

You need to be clear on what is best to achieve your marketing objectives. If you do not get this right then all the rest of your efforts can be in vain. If you haven’t already just write down what each of your tactics is supposed to be achieving for your brand.

Gather your marketing tactics together

Building on the first tip look at all the tactics you are actioning. Do they work together? Are they building on each other or are they in conflict?

For example a key marketing objective may be to retain 90% of your customers over the next 6 months. One tactics you use is a regular newsletter with information and resources, but no special offers.

You also decide to offer special price discounts via your website and email campaigns for new customers only. The problem is that your current customers see these messages and the rewarding of new customers but not them. These marketing tactics are in conflict.

Look at all the results

Look at the total results first and work your way through the tactics. For example you increased the number of new customers buying your product or service by 20.

By going through each tactic that was involved you can see what contributed to this. It is then quite easy to see which tactics you should stay with and which ones you should get rid of.

Sum of the parts

Rarely is it that one tactic achieves results. They all do their part so it makes sense from the beginning to the end that you choose the right ones, look at the role they play and what each one contributes to the end result.

Over to you what are your thoughts and do you have any tips or stories to share on this topic?

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