Editor’s note: Aaron McClung is the founder and principal of AM, a branding, marketing and technology firm in the Dallas/Fort Worth area.

Prospective clients often want to begin marketing conversations with what channels and tactics we suggest for them. They might mention past failures and fatigue with previous efforts using channels like Google ads, Facebook ads, e-mail and on and on. I get it. I’ve felt the pain. However, there’s a problem with thinking a certain tactic is not right for your company simply because it didn’t work in the past. 

Effective marketing requires putting the right message in front of the right person at the right time. It’s more than just having access to audiences or trying to find the latest and greatest channel strategies. You must have something meaningful to say when you do get in front of the right audience. Focusing solely on finding the best marketing tactics is a waste of time if no one cares about what you have to say. That’s just a bunch of noise. It’s not a good investment of your marketing dollars.

When you correctly identify the true, authentic why that your company is built on, meaning is uncovered. When we craft focused messaging on that powerful, meaningful foundation, people will bond with it. A tribe will rise up that aligns with that message and wants to stand with you as you demonstrate it to the world.

That’s how you create meaningful connections. That’s how you create loyalty and trust in your brand. By developing that type of conversation between you and your audience, you can assure them they are making buying and buy-in decisions on the most important things. That’s how you avoid transactional relationships with your customers and employees. 

If your brand and messaging do not lead the conversation with your purpose or cause, you haven’t really invited anyone to help you achieve it. Marketers need to understand that every dollar your a...