Ever hear a marketer throw around the word “strategy” like it’s some magical potion that fixes everything? Yeah, we have too—and so has Andi Jarvis. In the latest episode of ‘Adventures in Local Marketing,’ our new host Claire Carlile sits down with Andi, founder of Eximo Marketing, to cut through the BS and dive into what actually makes for a solid local marketing strategy. Spoiler alert: It’s not just a fancy PowerPoint deck.
The Strategy vs. Tactics Smackdown
First things first—what’s the difference between strategy and tactics? If you’re still using those words interchangeably, Andi might just want to poke you in the eye. Strategy is the big-picture game plan. It’s the “why” behind what you’re doing. Tactics, on the other hand, are the “how.” They’re the plays you run to make that strategy happen.
Andi breaks it down simply: “A strategy without tactics is just a pipe dream, and tactics without a strategy? That’s just busywork.”
The Biggest Strategic Blunders
So, what are the biggest mistakes marketers make when they think they’re being strategic? According to Andi, it often comes down to not understanding the core business. “People love to skip the boring stuff—like understanding the business goals—and jump straight into the shiny tactics,” he says. The result? A disjointed mess that doesn’t move the needle.
He also has a special place in Room 404 (that’s the marketing equivalent of the Bermuda Triangle) for buzzwords and meaningless jargon. If your strategy is full of words that sound good but mean nothing, you’re not fooling anyone.
Building a Strategy That Actually Works
So, how do you build a marketing strategy that aligns with your local business goals? Andi suggests starting with the basics: understand your market, know your audience, and get crystal clear on what success looks like. From there, everything else—your tactics, your channels, your messaging—should flow naturally.
“Your strategy should be like a good story,” Andi explains. “It needs a beginning, middle, and end that all tie back to the main point—why your business exists and how it’s going to win.”
Key Takeaways
Strategy vs. Tactics: Know the difference, or be prepared for some eye-poking.
Understand the Business: Skip this step, and your strategy is dead on arrival.
No Jargon Allowed: If it doesn’t add value, it’s just fluff.
Start Simple: Nail down your audience, market, and goals before getting fancy.
If you’re still hungry for more, check out the resources Andi recommends, like “Good Strategy Bad Strategy” by Richard Rumelt or dive into some Mark Ritson gold. Trust us, it’s worth the read.
Resources:
And if you’re ready to level up your local marketing game, don’t miss out on more episodes of ‘Adventures in Local Marketing.’ Subscribe wherever you get your podcasts.
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