Think Strategically, Act Tactically When Marketing Your Business

The first and most important fundamental principle of marketing is to approach everything you do within the context of a strategy. Most businesses make the critical mistake of only using tactical methods to craft their marketing. The question that must be addressed is: are you strategic or tactical?

What’s the difference? Why does it matter? Take a moment to look in the dictionary and compare the definitions of the two words. Webster’s defines strategy as, “The skillful planning and managing of an activity.” The operative phrase here is “planning and managing.” These are indispensable ingredients a successful business cannot afford to overlook. Both are essential for giving a business clear objectives and direction. They make up the compass which you use to guide your business to your established goals.

Conversely, take a look at the meaning of “tactic.’ It’s defined as, “A way or method of working toward a goal.” Tactics are very crucial when creating a successful business, but they always subservient to the strategy. Each tactic must work within the framework of your strategy to accomplish the desired outcomes of your business. Otherwise, there is no direction or true sense of purpose, only a mishmash of activities that might produce a short-term profit.

By operating tactically instead of strategically, many businesses set themselves up for mediocrity. Countless hours and thousands of dollars are spent on tactics without a proper strategy in place. These businesses have no idea what their marketing goals are, let alone the desired outcome they are working toward. Sure, sales may increase a little here and there, but consistent growth is rarely experienced due to the constant chaos of reacting to the whims of the marketplace.

Visit the Small Business Marketing Hub to learn more on how to create a marekting strategy for your business.