Last month at Coffee with the Chamber, I saw a pattern. Many companies view marketing as nothing more than tactics. They often say, “Find someone to ‘do social’ for us.” But starting with tactics can cause problems later.

If you view marketing only as tactics, you’ll soon see many companies offer the same service. Since they all seem identical—and you aren’t an expert—how do you choose? Often, price decides. Tactics become a commodity. When that happens, prices drop because someone can always do it cheaper. 

Low-cost options may sound appealing, but lower prices usually mean sacrificing something—like less-experienced staff or cheaper tools. Often, low prices mean lower quality.

If you hire someone just to perform a task, it gets done—but is it effective? Real results depend on clear goals. Without them, your spending may not bring value. You get activity, not impact.

Instead of focusing on tactics, set your marketing goals first. Do you want new customers, to promote a service, or more business from current clients? Focus on what could increase revenue the most. That’s the best place to start.

Share your goal with marketing companies and see how they would approach it. Not every tactic gets the same results. For example, search marketing can help you find new customers. But if you’re first in your market, search may not help much as it responds to demand, not creates it.

Let your marketing goals drive your tactic choices. Only select tactics once you know your key objective. This approach ensures your spending leads to meaningful outcomes, not just completed tasks.

Of course, if you need help navigating the world of marketing goals- and how they can lead to tactics- don’t hesitate to reach out. I'm happy to help.