It’s not that easy to transform years of marketing legacy into something we envision. Each time when we’re allowed to work with a corporation as a marketing advisor and we see a deep-rooted strategy that requires significant tweaking, we will tell them one thing straight.
Having a solid marketing strategy that works is possible and will happen. It’s just a matter of time before the right one appears. The time taken to get hold of this, however, will rely mainly on three things.
One is the effort of continuous testing. You see, the results we wanted from the marketing strategy usually originated from lots and lots of testing. Test and tweak the strategy, then test again and tweak the strategy again. The faster we test, make mistakes, tweak and improve, and close the gap, the better. Now, the challenge here is the ability to stay focused, the ability to maintain the energy to move forward despite hitting lots of walls, and the ability to keep the stamina to do this for as long as it takes before success surfaces.
Two, how capable is their present marketing team in producing written and visual-based content? And the discipline to place them in the right, strategic places regularly.
Three, how knowledgeable and skillful is the marketing strategist hired to become the brain of the marketing strategy creation and lead the work? As you know, there are many dots when it comes to marketing. The strategist, in this case, must have a solid capability to connect all the dots and use this connection to build a meaningful strategy. Here, the challenge is to get the right person for this role. And it is not easy. Choosing the wrong person can be fatal.
So, who is leading the marketing strategy effort in your company at the moment?
