This is one of the most important distinctions in marketing and one of the most commonly confused. So many times I remind clients who come in bursting with ideas: ‘that’s not a strategy that’s a tactic’.
A tactic is a specific action. Posting on Instagram. Sending an email. Running a Facebook ad. Sponsoring an event.
A strategy is the logic that determines which tactics to use, when, and why. it also determines what tactics to avoid.
Most organisations operate at the tactical level. They decide to “do social media” or “send a newsletter” without ever asking: does this actually serve our goal? Is this the right way to reach this audience? What are we trying to achieve?
The result is a lot of activity that doesn’t add up to anything, it’s wasted time and potentially damage or dilution of the brand.
A simple test
For any piece of content or communications activity, ask: why are we doing this?
If the answer is “because we always have” or “because everyone else does” or “because someone asked us to” – that’s a tactic without a strategy.
If the answer is “because our target audience spends time there and this message will move them closer to [specific outcome]” – that’s strategy.
Look ack over the last 12 weeks of content you’ve posted and ask that question retrospectively. Why did you post that?
Strategy before tactics
The sequence matters:
- Set the objective
- Define the audience
- Determine the message
- Choose the tactics that best deliver that message to that audience in service of that objective
Most organisations do this in reverse, they pick the tactics first because they like it and try to retrofit a strategy. It doesn’t work. As we’ve agreed, be prepared to kill your darlings.
Exercise
Look at your last five pieces of content or communications. For each one, ask: what was the objective? Who was the audience? What did you want them to do? Were you able to answer all three clearly? If not, that’s where the strategy gap is.