The 7 Minute Mentor

523 - Understanding a Marketing Campaign vs. Marketing Strategy

October 25, 2018

Hey, what's up? Welcome to Episode 523 of The 7 Minute Mentor with me, Mark Asquith, and today I'm going to carry on with my marketing chat, helping you to become the founder that can also market petty darn well, okay? And we're going to talk today very specific on how pulling together some of the threads from this week, understanding a marketing campaign versus a marketing strategy. A marketing campaign versus a marketing strategy. There are some subtle differences, and they can get quite confusing.

Like I said to you yesterday, you know, marketing is not just turning up and doing the same thing every single day, so we're going to talk about that in one moment, my beautiful people. But before we do that, it's coming up to the end of the week which means that I will be live tomorrow 4:00 p.m. U.K., 11:00 a.m. Eastern, 8:00 a.m. Pacific, with my free coaching session. Now that means that you can turn up and have your biggest business issues defined, challenged and conquered by me. I've got a pile of experience running small and start-up businesses with what I like to think is a fair amount of success, okay? So please come along. Let's chat. Let's solve those problems for you, and let's do some good work together. You can do that for free every single week 11:00 a.m. Eastern over on Facebook. And for all of the information, just check out excellence-expected.com/freecoaching.

Hey also, don't forget that the team at AWeber is still giving you that 90-day free trial now. We're working on a few bits together over at AWeber and honestly, the work that I've done internally on our own email marketing, I mean that email marketing is vital to any business, but the work that I've done with the help of AWeber team internally this year has overhauled everything that we've done to start getting strong results.

What I love about working with a team like AWeber is that they actually understand that you're a business. You're not a customer. You're not someone that they just take money from and you know, you're expected to just find your own way. They actually help you to build your business, and that's why it's vital, okay? So please go and check out AWeber. Grab your 90-day free trial at excellence-expected.com/AWeber.

Okay, marketing campaigns versus marketing strategies. They kind of sound the same. Like, why do we need a strategy? It feels like paperwork. It feels like we're doing too much work for no reason. Well, there is a difference between them, okay? Your marketing strategy should set out your strategic objectives at the business level, and yes it should be timed, yes you're going to need to do more than one marketing strategy as your business grow and develops. But your strategic picture is an overview of where you are now, what the threats are, what the opportunities are, internal/external analyses, and where you can go from there and where you need to be, okay? It's an analysis not only of the landscape but of you and a strategic plan, a strategic story of how you're going to achieve what you're going to achieve.

A marketing campaign is a battle, like I said to you earlier this week. It's one fight in the war of strategic plays, okay? It's one punch, it's one way of telling people something of changing a perception, of developing something and marketing one thing, okay? Your marketing campaign should be time-bound. It should bridge the gap between the strategy, the channels, like the marketing channels such as Facebook and Twitter and Instagram and direct mail and email. It should bridge the gap between strategy, channels and tactical day-to-day implementation and measurement.

So a campaign is kind of like a box. It's look a bucket of things, okay? It's like, okay, here's this marketing mix, and we're going to run this marketing mix for six months, and we're going to run a campaign to let every person know that we do this one thing, or that we're great at this one thing. The strategy, the overall strategy is that by the end of the year, we want people to not only know this one thing, but to understand our value proposition, to understand our message, to understand how to buy from us, to understand why we are best in the market. But this one campaign that we're going to run for two months is just to tell people this one thing, okay?

So your marketing strategy should set our your strategic objectives. Your marketing campaigns should be time-bound and bridge the gap between strategy, channels and tactical implementation. Tactical implementation, okay? This is what a campaign does. Like I said, it's kind of, it's the blunt force, okay? It's the plan that you implement from day one. It's that one battle within the larger war, okay?

Most people forget that. Most people treat, well, actually do you know what? Most people do one of two things. Most people will get too strategic on the marketing and just have a set of tactics that they run, and they run these tactics consistently and it doesn't work, okay? They've got a strategy and they run tactics.

Or, they'll set a campaign up and they'll not have any strategy that runs with it. And then they'll implement the tactics for the campaign and then suddenly it won't work, because it's working, kind of trying to work in isolation. You can't work like that. You need all three areas, your channels and your tactics, you need your campaigns and you need your strategies, okay? They all work together. Like I said over the last couple of days, like this monkey ladder, okay? They rely upon each other.

Now, when you try and implement a strategy without campaigns, what you can't do is really figure out what's working and what's not working, because it's like soccer or football. You know, you've got to play to score one goal, and then you play to score the next goal, and then you play to score the next goal. You're not trying to score 10 goals together. There's only one ball on the pitch, okay? And what you've got to achieve is you've got to achieve, okay, one objective has been hit. Boom. And now we can build on that. And that is what a campaign is, okay?

A campaign, it's a time-bound thing. It's like a football season, you know. That's why they call them campaigns. It's a time-bound effort to do one thing, okay? To do one thing that fits into your wider strategy, all right?

So many people don't do this. They work on their strategy, albeit amazingly. They'll create a strategy document that we're going to talk about tomorrow, and then they'll just leave it in a bottom drawer. They'll not develop any campaigns around it. Instead, they'll just do Facebook. They will just "do" SEO and it's crap. It doesn't work. It's not going to work. It will never work, because you need a time-bound campaign to pull it all together, okay?

So, best example, my great friend Raff who runs served.vet, his campaign is to connect a million veterans and help them from leaving the forces to living their lives, and connect a million of them. We developed a campaign, albeit Raff has actually done it all himself. He's fantastic at this, called Get One Give One where he will give a sticker to someone, and he will give them a second sticker to give to someone else. It's the Get One Give One campaign, and that campaign will run for one year, and it's got its time-bound measurements. That's a campaign, but the strategy is become the leading veterans connector in the world.

Think about it guys. I'll see you tomorrow. Please never forget the more you expect from yourself, the more you will excel.