“Is there a difference between marketing tactics vs strategy?” This is an important question. Unfortunately, the answer can be confusing.
Marketing is a hot topic. Many small business owners are debating what they can do to grow their businesses. Some business owners swear that marketing tactics are the key to success. Others think success is all about strategy. Which one is right? Well, both! You need both marketing tactics vs strategy working together in unison to grow your business.
When you set a goal, it’s a marketing strategy.
Defining the actions you’ll take to achieve that goal are marketing tactics.
Marketing strategy without tactics will get you nowhere fast. Tactics without strategy will take you in circles, while wasting your time and money. That’s why marketing tactics and marketing strategy are both equally important to grow your business.
Why the best marketing tactics may have failed you up until now….
Ever wonder why some marketing tactics work and other don’t? For example, a small business owner paints his website URL on the roof of his delivery trucks. It works great for him. Then, another business owner tries the same marketing tactic. This time sales remain flat.
A marketing strategy helps you to choose which tactics will work for your business. Marketing tactics often fail if they’re not part of a marketing strategy.
What is a marketing tactic and what is a strategy?
Marketing strategy is setting the goal. Begin by identifying your target audience. Then create a message targeted to the wants and needs of that audience. Finally, choose what marketing tactics you need to use to deliver your message.
The cornerstone of creating a marketing strategy is to determine what kind of sale your business is making. In my book, Beyond the Niche, I reference the research done by Neil Rackham back in the 1980’s. His ground breaking discoveries have changed the way Fortune 1000 companies sell their products. When I read his book, it solved a great mystery for me. Why did some ads work for some businesses and not others? His research provided the insight I needed to find solutions.
Different types of sales need different marketing tactics and strategy.
One type of buyer requires a lot of information. With that in mind, the marketing strategy must include providing as much information as possible. The website needs to include a wealth of information that can help walk buyers through the purchasing process.
In most cases, the reason the marketing tactics failed is simple. You’re using the wrong type of tactic for the type of sale you’re making.
There’s a difference between the two types of sales your business can be making. For each type of sale, you have to take a different approach. What works well for one type of sale fails miserably for the other.
Marketing Tactics vs Strategy: Both are required for marketing success
Marketing your business is VERY similar to fishing.
You probably don’t realize all the “planning” that goes into fishing. There’s a lot of strategy involved. This strategy begins with determining what kind of fish you’re after in advance. Let’s call this your “target.”
Your target type of fish determines everything you do. It will determine
- the gear you use
- whether you use a boat
- what kind of boat
- the time you fish
- where you’ll fish: in the ocean or in fresh water.
If your target fish is a Giant Marlin, you won’t be fishing in a lake in a rowboat. You’ll be chartering a large boat to take you out to sea with heavy duty fishing gear to help you land this monster target fish.
Successful fishermen knows exactly what kind of fish they are “targeting. The successful angler has chosen everything with his target fish in mind. From the location to the choice of bait, nothing is left to chance.
STRATEGY is what kind of fish you’re targeting.
TACTICS are how you plan on reaching the fish.
TOUCH POINTS are where you connect with the fish.
Marketing Tactics vs Marketing Touch Points
Marketing tactics are the ways you’ll reach your target audience. Online and offline marketing are both marketing tactics.
Marketing Tactics vs Strategy Recap:
To grow your business, you need a marketing strategy. If you haven’t chosen your target audience, you won’t “catch” customers. A bad day of fishing means sitting for hours without a bite. A bad day of marketing wastes your time, money and opportunity.
It’s tempting to skip strategy and focus upon marketing tactics. Tactics won’t work without strategy behind them. A marketing strategy helps you decide which tactics will work best for your business. It’s not enough just to have a great product or service. The RIGHT people have to know about your business.
Want to learn more about creating a small business marketing strategy?