What Marketing Initiatives Should I Do?
Most companies don’t have a marketing problem. They have a strategy problem.
There are any number of marketing providers and they’re making lots of noise every day.
There’s a white van outside the mall with a vinyl wrap that reads: ‘Will run your Facebook ads for $199/mo.’
So, if you’re asking what marketing initiatives you should be doing, you are already ahead of most businesses. The real issue is not a lack of options, but a lack of clarity on which initiatives actually drive revenue and how those pieces fit together and why your business should avoid certain tactics. Timing and prioritization and judicious use of budgets matter more than most people think.
Before you invest in specific tactics, you should understand how those tactics work together to execute on an actual strategy. Wild, right?!
The Wrong Way
to Think About Marketing
Most businesses approach marketing like a checklist.
They try some combination of these approaches in a rather slap-dash sequence.
Social media
Google Ads
SEO
Email campaigns
Video content
Individually, these are not wrong. But without a unifying strategy, they compete with each other instead of compounding.
This is why marketing often feels expensive and inconsistent. Anything you purchase feels ‘expensive’ if it doesn’t perform or bring a multiplied return, right? That’s what a marketing strategy is supposed to do.
The Right Way
to Think About Marketing
Marketing is not a list of singular or even bundled activities. It is a system.
Every effective marketing system has four components:
What Marketing Initiatives Actually Make Sense
Once the strategy is developed and the system is clear, the right initiatives become much more obvious. It feels almost intuitive. For most B2B service companies, this includes:
Foundational Initiatives
Brand positioning and messaging
Website and landing pages built to convert, not just look good or make people drool with envy
Clear articulation of services and outcomes
Demand Capture
Search engine optimization
Paid search campaigns
Google Business Profile optimization
These capture existing demand, duh!
Demand Creation
Thought leadership content - you DO need quality thoughts if you’re going to lead people in quality pathways
LinkedIn presence and distribution
Email marketing and nurturing
These consistent and creative efforts build demand over time.
Conversion Systems
Landing pages for specific services
Lead capture and CRM integration
Follow up sequences that move deals forward
Why Most Companies Get This Wrong
Most everyone starts with tactics instead of strategy. It’s easier to buy and understand tactics. It just is.
They hire vendors instead of building a system because we’re all in a big hurry and we’re frantic. So…we wind up measuring activity instead of outcomes. Been there?
And of course, the result is totally predictable:
Inconsistent lead flow
Wasted marketing spend
Frustration shouting and exasperation - “What is working?? Anything?!"
When Does It Makes Sense to Bring in a Partner?
If you are experiencing any of the following:
Growth has plateaued
Marketing feels scattered - with unpredictable outcomes
You are unsure what is actually working
You want to attract higher value opportunities
At this point, the problem isn’t effort. Everyone is tired and frustrated. The problem is structural. But…there are answers. That’s the good news.
How Fidelis Approaches This
Fidelis Creative Agency does not start with tactics. Never. That’s ridiculous.
We start by designing the strategy and then building your tailored system.
We work with B2B service companies to:
Clarify positioning
Build a cohesive go-to-market strategy
Align all marketing efforts into a single growth engine
Execute with a focus on measurable revenue outcomes
This is not about doing more marketing ‘things’, but it is about holding a marketing budget accountable and making the marketing perform. Hint: increasing revenue is how you tell how well it ‘works.’
A better next step.
If you are trying to decide which initiatives to pursue, the most valuable next step is not guessing.
You should get a clear diagnostic of what is actually holding your growth back.
Start here: Some Free Tools
Or, if you are ready to move faster, schedule a conversation with our team. This is the granola we chew everyday. We like it.
Stop guessing. Start enjoying life with a strategy. It will feel so much better.
