One of the biggest misconceptions that business owners have it is that if they have a marketing strategy developed, all of a sudden, overnight, an influx of leads will come through the door.

It's hard running a business, and even harder to manage the fact that many entrepreneurs and CEO's want everything 'yesterday' and are impatient by nature. That same impatience often makes them very success, as does their attention to detail, but when it comes marketing, unless you have an unlimited budget, it is impossible to be an overnight success.

As an owner of an agency, I know this thought process too well.

It takes a good 20 to 40 hours minimum to write a marketing strategy, and that is after research and a 4-hour workshop. To expect that to be finished overnight in itself is impossible and would be only at the determent of the client. No-one is that good, that innovative and creative to put their knowledge into a strategy that is campaign driven to drive leads. No-one. We could put 20 people on the one strategy and it still would not be right after a week - and that is fact.

I come up with my best ideas away from the office. Not sitting at my desk under pressure.
Your marketing won't change overnight

What to keep in mind when it comes to implementing your marketing strategy:

It's best to get it right the first time

The cost of trial and error is high, and therefore, if it takes longer to get it right, and to develop creative campaigns that ignite something in your target audience to respond, then that is exactly what you should be doing. It's cheaper to have a higher response, than an bad response just because you want to start there and then.

If all of your competitors are going one way, you may look at going the other - Virgin did

It true that if all your competitors are going one way, then you will make a bigger impact going another way. Think strategically. Put your customers first. Think what makes them see your brand as the right choice for their business, or themselves. Don't be caught in the cluster. Stand out from the crowd and make the statement you want to make. You don't have to be a Virgin, but you can be a company that stands out from the crowd and makes people think.

Treat your suppliers with the same respect as your employees

Ensure that you nurture your supplier relationships, and empower them to bring out the best in all the work they do. They are custodians of your brand and every campaign they develop must be something they too are proud of and want to show off. Encourage your suppliers to think outside the box and give them every reason to produce the best work possible.

Ensure that your suppliers are on your team

If they don't believe in what you do, and how you do it, they will never, ever do a good job. So it is worthwhile for them to be on your team and wanting what's best for your company and your audience. Share common values and ways of thinking about things.


It's a team effort executing a marketing strategy. A marketing strategy, no matter how good it is, can bring in leads, but if your sales team doesn't close them or your product or service is flawed, then the results will speak for themselves.

Marketing strategies are imperative to your business plan. They can make or break your business plan and it is important that you have it right the first time. Pearls of wisdom for a Monday!

Mellissah Smith is a serial entrepreneur and business leader with more than 20 years' experience in marketing.
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Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye


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