You will never see me publish marketing advice for “all companies” on this blog or anywhere else.
Every company is unique—that goes without saying.
The mix of tactics used are often very similar from one company to another, but how they are employed will vary dramatically. Especially in the details.
And rightly so.
As an example, a general digital marketing principle is to create the best content you can develop—and to do so often. But will that work for you?
What does good content look like in your business and industry? Are they lengthy e-books, 1-minute video tidbits, 3-hour podcasts, quick and easy blog posts, epic 5,000+ word articles, or some combination of each?
Furthermore, do you have the resources to create this content? Is it interesting to your customers? How will you promote it? Will it produce an ROI? If so, how?
And content marketing is just one of many tactics. There is an endless number of other tactics to consider.
We agree that every business is unique, but why do the digital strategies have to be so complicated? Can’t we make broad generalities about all businesses that have some level of inherent truth?
We can. We do. And it doesn’t need to be complicated. But broad generalities are not advice. When it comes to advice, the devil is in the details.
Do your clients want to hear from you twice per week? What do they expect from your content? How polished does it need to be? What tone are you communicating with?
Broad, one-size-fits-all strategies can sometimes work, but how you execute on the tactics and the ways in which you differentiate will determine your success.