In industrial business, efficiency is everything. But what if your marketing efforts are running at full speed—just in the wrong direction? Many business owners jump into marketing tactics without a clear strategy, hoping for results but never seeing actual, sustainable growth.
Seth Godin, in his book This is Strategy: Make Better Plans, provides a fresh perspective on strategic thinking. His insights apply directly to industrial business owners who want to maximize ROI, outpace competitors, and make better decisions about where to invest their marketing resources.
Instead of just reacting to short-term pressures, there’s a way to create a consistent marketing strategy that actually works.
It Doesn’t Matter How Fast You’re Going If You’re Headed in the Wrong Direction
Too many businesses chase quick wins – running ads, posting on social media, or sending out emails without a clear direction. Speed is valuable, but if you’re focused on the wrong audience or using the wrong message, no amount of effort will bring results.
Ask yourself:
✅ Are you targeting the right customers?
✅ Are your marketing efforts aligned with your long-term business goals?
✅ Are you measuring success based on real data, not just gut feelings?
Without a clear, well-defined strategy, you’re just burning resources while your competitors gain ground.
A Strategy Isn’t a Map, It’s a Compass
Many business owners think of strategy as a rigid step-by-step plan, but marketing doesn’t work that way. Markets shift, customer needs evolve, and competitors adapt. You need a strategy that works like a compass, not a static map.
A strong marketing strategy should:
- Provide direction, not just a to-do list.
- Adapt to industry changes and market trends.
- Keep you focused on long-term growth, not just quick wins.
Instead of fixating on one exact route, set a clear destination and adjust as needed. Whether it’s expanding into new markets, increasing brand awareness, or improving lead generation, your strategy should guide you—not confine you.
Strategy is the Hard Work of Choosing What to Do Today to Improve Tomorrow
Many industrial businesses struggle with too many priorities and not enough time. The best strategy isn’t about doing everything—it’s about choosing what truly matters.
- Content Marketing – Builds long-term trust and attracts inbound leads.
- Optimizing SEO – Helps potential customers find you when they search for industrial solutions.
- Using Paid Advertising – Drives immediate traffic and lead generation.
Each tool you deploy should move you closer to your long-term goals, not just provide a short-term boost. If it doesn’t serve tomorrow, why waste time on it today?
How to Make Better Marketing Plans for Your Business
To apply these principles, follow these three steps to refine your marketing strategy:
- Define Your Goals Clearly – Are you looking for more brand awareness, better lead quality, or increased revenue? Without a specific goal, your marketing will lack direction.
- Prioritize High-Impact Tactics – Not every marketing tactic is worth your time. Identify what delivers the best results and focus on those efforts consistently.
- Track, Measure, and Adjust – Regularly review key metrics (website traffic, lead conversion, customer engagement) to ensure your strategy is actually working—and be ready to adjust when needed.
The Bottom Line: Strategy is the Key to Marketing Success
Without a clear strategy, your marketing efforts are just noise. It’s not about doing more—it’s about doing the right things consistently.
By thinking of strategy as a compass, not step by step directions, and by focusing on the decisions that impact your future, you can build a marketing approach that drives real business growth.
Need help creating a smarter marketing approach for your business? Let’s talk Strategy First.