Most SME marketing tends to be reactive. An issue occurs that creates the need to do ‘something’ to generate a reaction. It can work and often does from a tactical point of view. But sometimes it’s too little, too late.
I used the analogy of trying to put a basement in an already-built house again this week to illustrate why getting the strategy right up front is so essential.
It’s the hard yards, the tedious planning, the backroom work. But for a consistent marketing drive that can become remarkably financially sustainable, having a story and a script helps drive a more-focused narrative.