The problem with “Why aren’t we on [channel xyz]”?

Why are we not doing [name any popular activity] ???

Clients and suppliers alike often ask me the same question.

  • A supplier might be trying to sell me their service and will suggest for example that my client needs to invest in SEO activity, or that they should consider an Instagram account.
  • A client might see that her competition is sending weekly emails, or that her daughter can’t stop using Instagram, and asks us why we are not initiating similar activities.

Well,….. because it’s not part of our strategy and it doesn’t align with the role we have agreed to assign to your digital activities.

Let me explain strategy first.

Strategy & Planning

Let’s say we are planning a family holiday. We first define our purpose together.

Purpose

We want to get away from the city and experience the Australian Bush.

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