We saw an upset in this year's College Football Playoff National Championship game. Alabama was seen as the obvious victor. But, in the end, Clemson won the game. Do you think that win was a random event? Hardly…every move we witnessed was deliberate and intentional. There was nothing random about it.
So why is most branding/marketing so random? Why isn’t it more deliberate and intentional?
Having a targeted strategy for your business branding and marketing is essential if you want to see a return on your investment. Yet, social media has given us a way to market without much thought and planning. Building a strategy for the various social media platforms is critical. Different people use different platforms. If you are selling toys, place your ad primarily where kids go, not their parents. If you are offering professional services to other professionals, go where they congregate online, such as LinkedIn groups.
Your company’s strategy affects all aspects of your business. If the company has no strategy, it will be difficult to see a return on investment of your advertising dollars and time.