Tactics – One Size Does Not Fit All
Tactics are the communication tools used to accomplish strategic objectives. Successful tactics have a clear purpose and well-defined goals that have measurable impacts.
The best way to ensure that a tactic will reach a customer when they are ready to buy is through a holistic approach that covers a variety of places where they might be. Influential messages can arrive in many forms from websites, social media, and PPC to brochures, traditional advertising, public relations, trade shows, point of sale, and more. Not every tactic will work for every goal or successfully target every potential customer. Developing accurate customer profiles will help you identify the most effective tactics for a specific customer group in consideration of your budget.
This tactical mix is never static. You will be constantly measuring results and adjusting each tactic based on those results.