Tactical Marketing Plan
It seems to me the misunderstanding between marketing strategy and tactics is far too common amongst marketers, PRs and perhaps more importantly clients who never really question it. I think this is perhaps because strategy is a sexy buzzword used by management consultants and the self-proclaimed ninjas, gurus and The Apprentices of the world to infer some secretive superior knowledge.
Actually, though I think it’s quite a simple distinction. As we’ll find all strategy and no tactics is simply not enough to gain traction in the noisy overcrowded marketplace.
- Tactics are highly practical things you will do every day. Writing blog posts, sending tweets, replying to emails, outreach to bloggers, changing page titles and appointments you make/attend etc.
- Strategy is a strong overarching vision, intended to fulfill your predetermined goals and objectives. Strategy is the plan that ensures all your day to day activities (tactics) contribute to your monthly, quarterly and annual business goals.
In order for strategy to be effective you should already have outlined your goals (it’s surprising how many companies don’t do this), and know your intended audience. All goals you set should be SMART:
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