Three Tips For Adding New Marketing Tactics


A business is a system of processes, policies and the people
operating them. Therefore, marketing is also made up of processes — from how
strategic and creative decisions are made to how tactics are executed.

You have to choose when to optimize your existing processes
and when to add NEW processes. In general, I’m a fan of turning up gold under
your own rocks…there’s a lot of optimization room in the fundamentals.

However, when I think of launching new processes (tactics), I keep
these principles in mind:

1) Find Synergy

It’s best to add a marketing process that compliments
another process. This might seem like optimization, but the tactic can stand on
its own. It’s just more powerful when associated with something else. For
example, when you add direct mail to an outbound sales campaign. Or create
landing pages for search engine optimization, which can also be used for
advertising campaigns.

2) Look for Parallels

Most marketing, especially from B2B businesses, is me-too
marketing. One company looks a lot like another, especially web sites. To make
a new marketing process worthwhile, find outside inspiration. Find a business
or industry with a similar marketing problem to yours. This is not marketing
related, but think of how Henry Ford revolutionized automobile factory with
division of labor, inspired by the division of labor in a meat cutting plant.

3) Test the unique and unproven

When I did A/B split tests, we made a point to test the
outrageous, the outer boundaries, things that would make a big difference. If
you’re going to add a new process, try something that takes you to the ‘next
level’. My team once launched a Fall email campaign where the subject line said
"Spring Savings", which was a mistake. It performed better than any
other campaign. That’s what we called a marketing ‘discovery’ 🙂

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