Good news: there are more marketing tactics to choose from than ever before, and they all have reach and power.
Bad news: see above.
As we work with clients through Longview’s Marketing Accelerator Program, we see a consistent trend: organizations are overwhelmed by the sheer volume of options available on the communications front. The evolving mix of traditional, digital, and AI tools holds exciting potential, but without direction, it’s easy to fall into “marketing for marketing’s sake.”
Our process was designed decades ago to counter this very challenge by grounding marketing in clear, actionable strategy. Businesses today are eager to invest in video storytelling, harness social media influencers, amplify email marketing, and build thought leadership through tactics like white papers and press exposure. But these investments often miss the mark when treated as isolated efforts instead of a cohesive, goal-driven plan.
The Tactic Trap: A Sinkhole of Options
The allure of shiny new marketing tools often leads to fragmented efforts, with each tactic evaluated on its own metrics. But marketing isn’t a collection of silos—it’s a system. The real power comes when every tactic feeds into a unified strategy.
That’s why the Longview approach begins with your message and strategy. It’s about aligning your goals with the tools that deliver them, ensuring your marketing engine operates as a synchronized whole. Here’s how we encourage clients to keep their focus sharp:
What’s your goal?
Why are you trying to achieve? The question seems simple, but the answers are often multilayered:
– Are you seeking growth in new markets?
– Building loyalty with existing clients and customers?
– Raising brand awareness to recruit top talent?
– Preparing your business for acquisition?
Each goal requires a nuanced approach. Growth might prioritize digital advertising and SEO, while retention calls for personalized email campaigns and customer engagement programs. Recruitment and exit strategies have their own playbooks entirely.
Defining success upfront is critical. And remember, “I’ll know it when I see it” doesn’t cut it. Success is measurable, actionable, and aligned with your overarching business strategy.
What’s your unique message?
This isn’t the time to lean on clichés like “best in the business.” Customers today value authenticity over hyperbole. Instead, ask yourself:
– What’s your real value?
– How does it align with your audience’s needs and expectations?
– What sets you apart from competitors in a way that is clear and credible?
Every audience—be it potential clients, employees, or investors—interprets your value differently. Your message should adapt to each context while staying rooted in your unique positioning.
What’s in the toolbox?
Marketing tools are only as effective as the strategy that powers them. In our Accelerator Program, we stress the importance of overlap—leveraging content and themes across multiple channels to build efficiency and momentum.
For example:
– A single blog post can fuel a social media campaign, a newsletter, and talking points for a speaking engagement.
– Themes from a white paper can underpin targeted advertising and media outreach.
A coordinated machine reduces redundancy and amplifies impact. Conversely, isolated efforts create more work with less return.
Strategy Wins the Day
In our experience, stepping back to align tactics with strategy transforms their marketing outcomes. The temptation to chase every green field is real, but running in all directions leads nowhere. By asking the right questions and building a strategy greater than the sum of its parts, businesses can unlock marketing’s true potential.
Ready to rethink your approach?
Longview’s Marketing Accelerator helps organizations identify their goals, craft their unique message, and build the machine to make it all happen. Let’s start the conversation.
