So what’s a business owner to do when visited by sales people promising a #1 position on Google searches? Get a filter. If you have a filter, now you can drink from the fire hose by slowing down the stream. One way to filter tactics is to think in terms of the customer buying experience.
If the marketing tactic you’re considering does not support any of these steps, chances are it is not a good fit for your business. That’s not to say that things can’t change later on, but without an overall plan it is hard to see whether it will help you move forward in your marketing. By following the Hourglass, you are setting up a nice easy filter to test whether a tactic makes sense. If a tactic isn’t adding to an excellent and complete customer experience, you know not to waste money on it. Now you don’t have to chase every shiny object that comes across your desk and you can sip from the fire hose at a comfortable pace.