This tip was originally published in September 2022.

I often hear that ________ (fill in the blank) marketing tactic doesn’t work. That includes social media, podcasts, and videos, just to name a few. I have seen every marketing tactic succeed as well as fail. The difference is the strategy.

First, ask yourself: Who is your audience? Would this tactic work with them? Are you using the right marketing channels and content medium?

Second, what is your message? Is it unique, compelling, and relevant to your audience?

Finally, are you implementing consistently and for long enough to make an impact?

Before giving up on a tactic, take a step back and look at the strategy. The culprit of an ineffective tactic is often a lack or misalignment of strategy.