After decades of working with business owners, I’ve found that even the most basic marketing tactics are effective when the right basic strategy is in place. And when no strategy (or a poorly chosen strategy) is in place, the world is a cruel place, regardless of even the best marketing efforts.

For example. a couple of insurance industry clients claimed that business was down about 30%. A strategy that served them well five years ago is no longer effective. Yet, another insurance company client is holding their own, even growing a bit. And yes, they have chosen wisely when it comes to strategy.

This isn’t a matter of tactics. It’s about having the courage to admit that your entire business, the products you sell, your pricing or manufacturing model or the markets you serve no longer offer a reasonable expectation of success. Few can win the battle against the large forces of the marketplace.

Tactics won’t help, regardless how polished. No direct mail, no telemarketing, no selling can turn the tide of a bad underlying strategy. It’s like banging your head against the wall.

Marketer Seth Godin stated it well:

“If you are tired of hammering your head against the wall, if it feels like you never are good enough, or that you’re working way too hard, it doesn’t mean you’re a loser. It means you’ve got the wrong strategy… It takes real guts to abandon a strategy, especially if you’ve gotten super good at the tactics. That’s precisely the reason that switching strategies is often such a good idea. Because your competition is afraid to.”

2. Create a postcard, mailer or brochure that speaks clearly to your strategy.

You can’t go wrong here. Your strategy encompasses your strengths and the deep needs of your customers. Your tactic is simply opening a communication channel with your customers.

Examples:

If your strategy is selling basic insurance product for the general construction industry, go back to step one.

On the other hand:

You’ve found that a niche market within the construction industry is resistant to economic turmoil, and you’ve created a strategic offering of products and services to appeal to that small segment. You’ve gained an understanding of the problems and concerns of companies within that niche.

Now: Designing that brochure, writing that letter and even finding more like-kind prospects who will be interested in your high value proposition, becomes effortless.

Momentum alone can sustain your customer relationships for years or even decades at a time. Your customer service is adequate, or better. You keep your promises. Your products or services are consistent within themselves, and within the marketplace at large. Your customers are busy, and looking around to replace you isn’t a priority.

Then your buyer changes job position, retires or maybe even dies. Or the world around you evolves as new technologies are gradually (or even suddenly) adopted and what you do becomes irrelevant.

The problem with momentum is unexpected change. Sorry, but your business will change, whether you like it or not.

Some business models are centered around large amounts of disposable income or fads. They all evaporate under dry conditions. Don’t look for momentum here, unless your market niche is extremely focused. (That’s a hint…)

Keeping momentum going is usually easier than getting it started. That’s especially true in a difficult market environment. So focus on strategies that create momentum and/or ease the process of creating. Here’s one:

Strategy One: Create a Business Strategy Based on Honesty
Be honest. No, I don’t mean be honest with your customers and follow local codes. That’s a given.

To gain momentum, you must be honest about your business, your skills, knowledge, talents and gifts. Your company’s products and services must similarly follow suit. No amount of hallucination and no marketing strategy can replace what’s lacking or what the competition clearly does better.

On the other hand, a business with real substance at the center has a fighting chance to get a foothold, to build momentum. For many of us, this can go deep. What’s your true purpose in life? What are your blessings and what is your misson? So asks Tim Kelly in his book: True Purpose: 12 Strategies for Discovering the Difference You Are Meant to Make
And please, please don’t roll out one of those trite “mission statements” that became so popular in the 90s.

Is “purpose” a marketing strategy? There is none better. Will you still need other marketing tactics and strategies? Probably so. And they’ll be clear and simple to implement with honesty at their core.

Stay Tuned for More Strategies in this Series!

What’s not so easy to find? Hard facts and case studies that demonstrate if any of this creates profit on a sustainable basis. Yes, the occasional viral video hits the jackpot, and once and a while a local business scores big on Twitter. But day in and day out? Don’t bank on it.

Online marketing, is just that: marketing. Unless you’re amazon.com, that’s not the same as sales.

Especially for the B2B world, selling is a personal contact sport. Only to the extent that online tools enhance relationships and awareness, can they indeed lead to sales. Same for direct mail, brochures and printed collateral which are increasingly rare and correspondingly effective these days.

You’re gettng word of mouth, referrals and testimonials? Great. Increased credibility and visibility though internet channels? Super Duper! Top of mind presence though e-mail and direct marketing? Very cool.

Still, and especially in tough times, your business must address the question of selling. Not blog posts. Not impersonal e-mails. Not customer service. Selling. It’s a separate in-the-moment skill that has to be carefully woven into the texture of your company.

Taking a lot of time to develop, update and enhance your selling skills, product knowledge, and customer knowledge (and that of your team) isn’t fast, sexy or cheap. Which is precisely why so few companies get it right.