As a growing business, you just want to get your name out there, attract more leads and convert more customers. You want your business to thrive and succeed while serving as many people as possible with your product or service, but being successful in the world of marketing is no easy feat.  

With so many different marketing channels available, just choosing where to begin can be intimidating. This alone stops many small business owners in their tracks. Instead of launching a complete marketing campaign, it seems much easier to just fire one-off messages to your audience with emails, direct mail or advertising. However, you know that you can’t achieve the success you have been looking for if you don’t attempt a fully-formed marketing campaign.

You might also be worried about using your time and money wisely. Not knowing how to create or run marketing campaigns can lead to wasting both of those precious resources. This is a crucial risk that can make or break your business as you attempt to grow from a sapling into a forest.  

Perhaps you have launched a marketing campaign in the past, but it didn’t achieve the results you were looking for because you weren’t able to track it and optimize properly. Not knowing how to track your campaign’s performance so that you can get a sense of what’s working and what’s not can be a slippery slope to the failure of any campaign. For example, if you want to know which lead source is directly responsible for the most sales, without adequate tracking you’ll just have to guess.

At this point, you may start to ask yourself: “What am I missing?”

Millions of Others Are Asking the Same Questions.

A simple Google search will instantly reveal that there is no shortage of people both revealing and seeking answers to this problem. In fact, 71% of B2B researchers start their research with a generic search. The problem is, simply typing in “how to run a successful marketing campaign” generates over 25 million search results.

It’s no surprise that with so many search results and entrepreneurs asking the same question, 55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like and that  80% of marketers report their lead generation efforts are only slightly or somewhat effective. The majority of them say that a lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation.

There’s a Solution to Your Marketing Woes, and It’s as Easy as Clearly Defining Your Strategy

Having a concise, comprehensive marketing strategy suited to your specific business needs is the difference between success and failure in the online marketing world. It serves as a flexible road map that allows you to adapt to changes in the marketplace. It provides you with clear, attainable goals to strive for and concrete methods for achieving them.

Going back to the beginning and starting with the basics is a process many overlook. It’s easy to get so hyped up on your product or launch that you forget to start from step one but, without it, you can be left grasping at straws and chasing shadows while not knowing what is working, what isn’t working, and what to do to fix it.

Having a Marketing Strategy Makes a Difference

Marketing is composed of many moving parts. A proper strategy allows these different parts to work cohesively with each other to achieve the desired results as efficiently as possible.

Data further proves that strategy is the difference between success and failure. Only 80% of marketers have a marketing strategy, and only 32% have it documented. Those who don’t have it documented are losing potential revenue without knowing it. Having a documented strategy allows you to track and confirm that the efforts you are making are having an actual impact on profits. Those who don’t have a strategy will simply fail more often than not. As the Marketing Campaign Strategy Worksheet puts it, “Without a clear, well-defined strategy that is narrowly focused around the right audience and the right message to promote your business, there’s a lot that can go wrong with a campaign.”

Plenty of entrepreneurs and marketers start out thinking they have a strategy when, in fact, they only have a tactic or goal. Focusing on one goal or one particular tactic is not as effective as working on the strategy as a whole. According to John Jantsch of Duct Tape Marketing, “to become the market leader is not a strategy – it’s an objective. To serve our customers with honor and dignity is not a strategy – it’s mission. To double the number of new customers is not a strategy – it’s a goal. Goals and missions and objectives are nice, but how you plan to achieve them – otherwise known as strategy… is the surest route to victory.”

Still on the Fence About Utilizing a Marketing Strategy?

Strategy is the secret to unlocking the marketing campaign you’ve been dreaming of. With a clearly defined marketing strategy, you will get:

  • A top view look at your business’s tactics and goals so you can maximize every opportunity to increase leads
  • A clear view of the points-of-conversation so you can increase sales
  • Through the research and development of your strategy, a demographical and behavioral breakdown of your target audience so you reach the highest quality leads possible
  • A roadmap designed specifically for your business to decrease costs and increase profits leading to a boost in ROI
  • Confidence in your marketing efforts so you can reduce the risk of wasting time or money on an ineffective campaign
  • Clarity on how to continue creating successful marketing campaigns so your business experiences lasting growth across the board

If you want to finally start and run your marketing campaigns the right way, check out this free strategy worksheet we created containing the information needed to succeed.



About Ben Cogburn

As ONTRAPORT’s Traffic Manager, Ben Cogburn spends most of his time in our parking lot. Just kidding, he’s our resident digital advertising guru. As a geology enthusiast, Ben graduated from the University of California, Santa Barbara with a degree in Environmental Studies. So to say that he likes rocks is an understatement. You can find Ben hanging out with his rock collection, playing video games or hunting down new figurines to add to the impressive display he has on his desk.