STaRT

S

Strategy is the starting point to achieve a specific goal — an overarching plan that addresses the need. We need more sales due to the problem we do not have enough touch points/interactions with our prospects and customers. The strategy would be the plan to get more touch points or interactions.

T

Tactics are the step-by-step procedures to fix the strategic need. We will use a combination of social, inbound, and direct marketing to allow prospects to interact and find us more easily.

R

Roles. You must understand the different roles within your organization needed to measure, evaluate, and refine the tactics until the strategic goal is met. You also need plan for the different roles your prospects and customers will have in the process. Creating apersonification of your target customers helps. We can reach “Cyber Dave” with a personalized e-mail, “Aunt Bettie” through direct mail, and “Cousin Cathy” through our Facebook contest.

T

Tools are used to follow through on the tactics. We will use Twitter, Facebook, Hubspot, InterlinkOne, etc. to build our marketing efforts. This is where most of the conversations start which is like picking up a hammer and trying to build a house without any architectural plans. Have the strategy and tactics in place.

Ignoring or skipping these steps will almost guarantee you a false STaRT.

photo: Andi Sidwell