As a marketer, are you reactive or proactive? In this episode, Solomon and Taylor explore the idea of being proactive vs. reactive, specifically when it comes to marketing strategy or marketing plan.
Most marketers deal with this as an outside marketing strategy. When an organization or somebody in the organization is at risk, most marketers think that they must always be reactive, putting out fires. This mindset must change.
Solomon and Taylor dive into some use cases and scenarios on how to be a more proactive marketer than a reactive one.
Highlights
03:36 – 03:42-Taylor – “There are lots of organizations that maybe unknowingly are reactive in the same capacity.”
04:53 -05:06 -
Taylor- “The shift to have a more proactive strategy…and change that so you have a plan in place, and you’re moving along in having some benchmarks along the way.”
06:13-06:27-Solomon – “There are just no resources put aside to think and plan and strategize; therefore, they end up being in a position of having to be reactive when there have nothing else that they could be doing.”
08:14-8:24- Taylor- “You do need to be flexible; you need to be agile; you need to be able to adapt to whatever the situation is. But you should have some scenarios played out.”
12:35 –12:39- Taylor - “You have to have some discipline to stick to the plan, and the only way to do that if you have a plan in the first place.”
12:40 – 12:48- Solomon – “Even though we don’t know what’s going to happen five years from now. We certainly can plan on how much money we like to be making in five years. So, we can work backward.”
16:31 -16:46 - Taylor – “The more proactive you are, then inherently the less reactive you have to be… The more reactive you are, it just compiles. All of a sudden, you are putting down fires all over the place.”
18:40– 18:47 -Taylor - “The whole reason that you are going to get that pressure and all of a sudden you become reactive is because we are looking at maybe the wrong metrics.”
19:01 -19:12- Taylor- “We need to have a bigger pipeline and multiple channels of lead and multiple sources of bringing in revenue, that going to relieve a lot of external pressure and the stress.”
20:00 –20:09- Taylor- “The proactive strategy would be how do we actually build the bigger brand so that we are getting more of those leads and not only are people just searching for a solution and finding us, but they are actually searching for our brand name.”
20:11 - Taylor- “We need to build a brand presence, and we are going to do that by continuously providing value to our audience, to our potential customers and help them see that using our solution, partnering with our company is going to be better for them.”
Key takeaways
For a business to be proactive, planning is critical. A proactive strategy includes building a brand presence and providing information to the target customer that using the business’s solution will be good for them. Also, provide value that is unrelated to the business’s services. Buy-in from the leadership will give the freedom to execute the plans. If the business focuses only on generating leads, it will get stuck in a reactive mindset.
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