If there is a number one offender on why consultant’s, trainer’s, and professional coach’s marketing campaigns don’t work it’s over-strategizing. The best plan ever conceived is worthless if it’s never put in place. Over-strategizing revolves around one central problem, too much thinking and too little action.
Admittedly marketing consultants and contractors contribute to this problem. Talking about a great idea has more appeal than getting in the trenches and putting the plan in place. This can get even more problematic for true consultant that will outline a plan but don’t fulfill the suggestions. In these cases, going from plan to implementation is often challenging or never gets enacted.
Over-strategizing comes in 3 forms:
Make a plan and then see it through. Seeing it through requires a good faith effort on results. If you put a new campaign together then you’ll likely need at minimum 3 to 6 months to gauge results. If you keep making changes or running too many tests you’re not establishing a base line to measure effectiveness. Unless a campaign starts and causes a noticeable negative impact, a consistent approach is necessary.
A strategic plan needs to identify what, to who, when, and how the marketing campaign will be rolled out. Once that plan is set and responsibilities are assigned, don’t get bogged down in the details. Laboring over a particular button color should not delay a launch. Mark it as something to test once the campaign is established but don’t waste time obsessing over small details until you are ready to test.
Copying other marketing ideas does not make a strategy. It results in a mish-mash of ideas without the cohesive strategy to tie it all together. Emulation also tends to lead down a path of starts and restarts. One month the strategy copies this, the next it copies that. Taking ideas and incorporating them into your existing strategy is beneficial, reworking what you are doing to emulate someone else, undermines a strategy.
Keep it simple. Set a plan and then put it in place. For most web, email, and social strategies that will likely be at least 3 months to get data and trends. Set a fixed time to discuss strategies, then don’t talk about it again and go do tactical execution.