Wrong strategy brings us short-term sales and long-term problems
Sometimes I feel that defending my approach to marketing from the strategy is going against the grain. Well, it’s not a sensation, it’s pure reality.
Look where I look, I see an overwhelming majority of articles, lectures, classes, opinions … and of course, of people who read, listen and praise, who talk about tricks to get things, short-term results, try as metric achievements that Little or nothing has to do with the business objectives.
They focus on techniques that work in certain circumstances, but at no time they ask themselves why they are doing it.
In most cases, the trick is to crush your audience. To get more traffic, publish more, to get more records, more forms / pop ups, … and so on.
Of course when you generate volume, records arrive, sales arrive, of course when you optimize x parameters the conversion percentages you get improve, and of course we have to publish and put pop ups to get traffic and records.
But all within a strategy , all focused on achieving a business objective .
Tactics without strategy, brings us short-term results and long-term problems
When we implement these types of tactics and do not put them into a strategic plan, on the one hand we achieve short-term results, but on the other we are generating problems for the brand that it will cost us to solve.
Optimizing volume is not the same as quality, it is not the same to crush your audience until you buy, to convince them that your product is the best option.
The general current is based on the law of large numbers , is the way to do marketing throughout life: “No matter who directs me, or the message, the important thing is to impact the more people better. For little that we sell sure that is much ” .
A phrase that I like to say because I think it perfectly sums up what I think:
The easy way is faster, but it does not always take you to your destination
You get sales, but not customers
It is true that you manage to sell, but what percentage of those customers repeat compared with a strategy that is committed to quality? What is the customer life value (CLTV)? And its profitability? And the percentage of returns? (with its associated costs) and the volume of complaints? How many do you recommend?
As you see there are a lot of questions that you will not see answered in all those articles and conferences that promise short-term sales and ‘effortless’.
The brand disappears
When you get into the dynamics of the price and promotion, you start a career that takes you to an impasse. There comes a time when you can not continue making discounts and you run out of arguments to sell.
Your audience decides on one brand or another based on the discount offered at each moment. The marks have been diluted completely.
The next time, why will you choose your product instead of the competition? What is better 100 sales, or 100 convinced clients who buy you 3 times and recommend you? The first option is easier, but the second one brings you many more benefits.
Think of the big brands, think of the not so big brands, but that you know well and always choose. What differences do you find between your strategies and the ones I am commenting on here? Do the purchases have a higher price than other options?
Same message for all
No matter when our future client is (looking for information, deciding between the finalist options, buying or if he is already our client), the only message he receives is: “Buy, buy! discount!
What do you think the effectiveness of these messages will be? What does the audience think about the brand when it only talks to buy?
When measuring only by sales nothing works
As a result any other result that is not sales, we are not interested. So it does not matter what kind of action we do or what channel we use, that we’re only going to value it for the number of sales that it has brought us. And of course, under this prism “nothing works”.
How is it possible that we measure the success of a campaign to launch a product for its sales? If we just launched it, should we expect a lot of sales?
Should not we wait for our audience to know it and value whether to buy it or not to start seeing results? Is it not better to measure the success of a launch campaign by the number of people who have known the product than by sales and then design a series of campaigns to help you make the decision and buy?
It’s not worth thinking, just selling
And the final consequence is what leads us to the beginning of this article. We have entered into an ‘insatiable’ dynamic in which only sales are worth.
When we read about branding, strategies, etc. We think it’s a good thing, but we do not even consider it because it does not bring us more short-term sales.
We do not have enough patience to prepare a strategy that brings us greater benefits, we prefer to risk having more problems, and generate short-term sales .