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November 22, 2014 by Brett 2 Comments

Tactics, Strategies, and Effectiveness

I’ve spent the last few days catching up on Michael Stelzner’s Social Media Marketing Podcast. The podcast is a wealth of information on digital media’s most effective tactics and strategies (if they are used wisely and surgically, of course).

Today, I listened, specifically, to the podcast with Zach King, a filmmaker who has used his talents to conquer the new world of Vine video.

Mr. King said something that stuck out (paraphrased): “If your target audience isn’t on Vine [i.e. the younger demographic], then perhaps you shouldn’t be on Vine. It’s not smart to try to be on every social media platform.” (something like that)

The message is this: Use the tactics and strategies that increase effectiveness as it relates to your goals.

Only use the marketing platforms that drive your business forward. 

Experiment? Yes.

Commit full resources to all of them? No.

Sales and New Marketing Both Suffer from the Shiny Object Syndrome

Every new sales book that comes out touts itself (or convinces reviewers to tout it) as the greatest new development in sales since whatever the other most recent sales movement was.

The same holds true for marketing.

We get nudged off of a consistent course by grasping at the next thing that sounds like it’ll hold a silver bullet.

The newsflash is this: there is no such thing as a silver bullet. You might find a little fortune or favor here and there, but there is no silver bullet.

Be Honest About What Is Effective

As they say in recovery, the first thing one must do is admit there is a problem.

In sales and marketing, the first thing one must admit is which activities produce the most compelling results.  You’d think we’d be happy about finding the one thing, and we’d be uber-disciplined about doing the one or two things that generate the most results.

The problem is that the one or two things require the most sweat. The activities that move the dial nearly always cost us. They take time. They take focus. They take courage.

What strategies and tactics are the most effective in your work?

Are you doing them?

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By the way, Zach King’s Vine channel (or account or whatever) is ridiculously cool. Here’s a fun example:

 

 

Filed Under: Marketing Experiments, Productivity Experiments, Sales Experiments Tagged With: dan miller, focus, marketing, michael stelzner, one thing, social media marketing podcast, vine, zach king

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Comments

  1. Ryan Biddulph says

    November 26, 2014 at 1:18 am

    Hi Brett,

    Really important message here!

    What works, and what doesn’t? I had to be honest in assessing that fact a few months ago. Actually, 6 months ago. I trashed my old blog. I started a new one. Trashing the old one required me to delete 3400 blog posts. Wasn’t a pretty few hours for me, mentally lol….but I let go, and man did I grow!

    You remind us that effectiveness trumps all other qualities in business. How does each act make the greatest impact on your target customer? Is each act making an impact?

    I went with blog commenting and publishing pillar style posts 5 months ago as both marketing and content creating strategies, and although I hit some bumps in the road, I’ve largely not looked back.

    Oh yeah forgot to mention; I published 10 eBooks too 🙂

    I do posts, eBooks and comments, and not much else, because I found what was most effective for me. And I ran with it.

    Thanks Brett for the refreshing post! Great networking by the way, as I found you on Jeff Goin’s blog 😉

    Ryan

    Reply
    • Brett says

      November 26, 2014 at 11:08 am

      Hi Ryan,

      Thanks so much for the comment. I love your model (and the simplicity of being super clear on what works and going all in). Spreading myself too thin is a huge problem for me, so the theme of 2015 (starting now) might be ‘Edit’.

      Enjoy your travels and Happy Thanksgiving wherever you might be!
      Brett

      Reply

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Hello!

Brett the sales experimenter and the challenge accepter Brett - Sales and Marketing Experimenter. I'm a reluctant sales professional. I didn't start out my career in sales and marketing, but I've grown to enjoy it. Here I discuss marketing, sales, productivity, and mindset experiments that will hopefully yield greater results and a more deeply satisfying sales career.

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