So often, we have the opportunity or the idea to pursue some marketing tactics. Something like some TV ads, or email campaigns, or social, etc.

Often, however, when I’m talking to businesses, they look at the tactic in isolation. They are only considering the what (the tactic) instead of the context (the why) in which they might execute that tactic.

When I say, "the context of the why", I mean, what are they trying to achieve. Why do it? Often, we’ll think that the goals they have set would inform us but, in marketing, before setting specific goals, we need to set some objectives (strategies) and then our goals sit under those.

As such, before we can properly consider any marketing tactic, we need to be guided by our objectives. In this episode, I'll outline the eight objectives you can pursue and how to decide which ones are best suited to your unique business.