I always think it is dangerous when people promote one tactic to the exclusion of others. Trying to use the same old approach each and every time is setting yourself up to fail.

It brings to mind that scene in Indiana Jones where the guy does all these fancy moves and Indy just shoots him. Yes, you might have style and flair, but effective wins out every time.

A sure sign of a sophisticated marketer is that they use the appropriate tactics for each project. You might see similarities between two projects, but they are not saying “blogs are the answer”, or “only a list will do!” each and every time.

How many times do you see the advice of even gurus being the latest-greatest-cutting-edge technique? Even the best of these tactics will pale into comparison against a prepared competitor using a well thought out battle plan.

To add one more metaphor, this is like playing chess with just one piece. A grandmaster can do it, but the rest of us are unlikely to win.

Answer these questions:

1. What is your attraction approach? Which tactics will you use to create awareness and attention?
2. How will you retain attention? How are you going to create community and stickiness?
3. Where and how will you convert? What are you going to do to pre-sell and sell?
4. Have you got a follow up planned? Up-sell? How will you maximize lifetime value?

SEO does not create stickiness and it does not convert, but it is great for targeted traffic. Blogs need promotion, they do not create visitors magically out of thin air.

Combining tactics into a campaign is the best approach, perhaps SEO along with an opt-in email list, advertising (on and offline), and yes a blog. Not just one tool, the right tools combined is the way forward.

Posted in Miscellaneous