So where does strategy fit in?

Today, I had a very interesting and exciting meeting with a potential client. I won’t mention names, in case they opt to go with another agency for their business rather than my company, which clearly (in my mind) is the superior choice – if only for the passion we’d expend on behalf of their company’s growth.

What I WILL mention, however, was their understanding and willingness to consider strategy prior to action. This was both exhilarating and gratifying to see.

The fact is, with a tough economy pressing hard on businesses, there is often a desire to jump first and see where you land instead of thoughtfully planning your direction. This can lead to breathtaking results, true, but frequently not in a good way.

Still, it’s hard to slow down and thoughtfully consider your direction when the importance of moving forward (with sales and growth) is higher than ever. You can’t just stop your business while you make plans, and a well considered strategy is going to take some time. If it comes down to the choice between skipping strategy and moving to tactics RIGHT NOW, or putting tactics on hold while you consider your strategy, most companies are going to opt with the former.

So what’s a company to do?

Well, who’s to say you can’t do both?

You need to act now. So do something! Just don’t be married to it. Select a tactic that is specifically designed for immediate and short term impact. (PPC is a perfect example.) Run this short-term tactic simultaneous to your strategic planning. Then shift gears when your strategy is ready to go.

Being flexible like this, ready to shift gears as needed, will also help as you track your results – so you can adjust your strategy to the most effective marketing, with the best ROI.

Just don’t forget to do the strategic planning. Okay?

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