small business marketing execution is more important than strategy

Small Business Marketing Execution is More Important Than Strategy

Well, not really.

But being in motion is better than not being in motion.

So while the people who tell you to work on strategy before you execute on your small business marketing strategy have a very valid point, I’ve met too many small business owners who work on strategy and take only the smallest baby steps towards execution.

I have personally seen the benefits of both putting a lot of thought into your overall marketing strategy and sometimes work with others on what I call “the four basic questions”.

I have also personally seen the danger of focusing so much on strategy that execution suffers.

The execution of an imperfect marketing strategy is much more beneficial to your small business than a perfect strategy with a lackluster execution.

Aside from the obvious reason of being in motion is preferable to not being in motion, executing against an imperfect marketing strategy helps you improve your strategy.

Even before you generate real leads and generate real sales you develop a sense of what people do and do not respond to. You get a feel for what is and is not working.

And that allows you to adjust and improve your strategy.

How do you know if your message is landing well if too few people hear it?

Try out your main message. See how it lands. Change it a little. See what effect that has.

Create a main message. Try it out. See how people respond. Adjust and try the new one out. Compare responses of the new to the old.

Do this in person, via email, blog posts, etc, and most importantly spend some time every day on your marketing execution where what you do is seen by real people where you can gauge their responses.


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