In every game there’s a player that stands out, and out-performs the others on the field.
These strong players are usually the key to winning or loosing, so it’s important to put them in a position to do so.
In marketing you have to decide what are your best tactics, that are your strongest players.
What I mean is that for different industry sectors various tactics work the best.
For example, social media may not be the strongest in the mix, but still a good support player, but webinars may be a better use of time and resources, and give the best results.
Having a strong line up with different roles is important to the game plan.
Each should have a specific task, and should move the message down the field to your goal.
Just like when you have training sessions in sport, you need to test the performance of each player.
Put in place a campaign so that you can test results, normally called A-B testing.
Campaign [A] has different tactics and messages to Campaign [B] and you can measure the best results.
Once you find the best performer, you need to then look at what supporting tactics compliment it and formulate a strong team.
Keep the campaign going and play to the final whistle.
Summary : Identify your strongest tactic that gets you the best results, lead with it, and surround it with support tactics. Stick to the plan and adapt if you see a change in results, re-tool and re-launch, but don’t stop.