There’s a common mistake we see time and again with businesses diving into marketing tactics without a strategy in place. It’s like choosing a route before knowing your destination. You might be moving, but are you heading in the right direction?
Let’s break down the difference between strategy and tactics and why mixing them up can cost you time, energy, and results.
Strategy: The Big Picture Thinking
Strategy is your “why” and “where.”
It’s the bigger picture that guides all your marketing decisions. It answers questions like:
- Who are we trying to reach?
- What do they care about?
- What makes us different?
- Where do we want to go as a business?
- What outcomes are we aiming for?
Your strategy is the foundation. Without it, every ad, post, or campaign is just a shot in the dark. With it, even simple actions gain purpose and power.
Tactics: The Doing Part
Tactics are your “how.”
They’re the actions you take to deliver on your strategy so the tools, platforms, and campaigns:
- Running Facebook ads
- Writing blog posts
- Hosting events
- Sending email campaigns
- Posting on Linkedin
- Filming a client case study
Tactics are where strategy comes to life. But without the strategy, you end up busy but directionless, doing stuff, without knowing if it’s the right stuff.
The Pitfalls: Doing Tactics First
Most businesses start with tactics because they’re tangible. You can tick them off a to-do list and get a reassuring sense that you are actively supporting the business. Strategy, on the other hand, can feel abstract, and perhaps even indulgent to some.
But here’s the problem, when you lead with tactics, you often:
- Attract the wrong audience
- Waste budget on channels that don’t align with your goals
- Burn out trying to “do everything” because there’s no filter for decision-making ending
- Jump from trend to trend
- Struggle to measure success
- Create inconsistent messaging
If you’re not seeing the return from your marketing efforts, stop and reassess:
- Do your tactics align with your goals?
- Are you clear on who you’re trying to reach and what matters to them?
- Is every piece of activity part of a wider plan or just something you felt you “should” be doing?
Once you have taken time to develop your strategy, tactics become clearer, easier, and far more effective. You can pick the right channels, measure the right things, and know when to say no.
Final Thought: Both Matter, But the Right Order is Everything
You do need both. But strategy should always come first.
Think of it like building a house. Strategy is the architect’s blueprint. Tactics are the tools and materials. No one starts with a hammer before knowing what they’re building. So, if you’re stuck in the weeds or feeling overwhelmed, then pause, step back, and reconnect with your strategy. The tactics will follow, and they’ll work harder for you when they do.
At JOH Marketing, we specialise in developing clear, easy-to-follow marketing strategies that give you a structured framework to work from. We help you put the right tools in place, track performance, and optimise so you can stay on course and ensure your marketing efforts deliver real results. If you need help with strategy or tactical marketing, please book a free discovery session by getting in touch with us today.