Tactics that don't help support your marketing strategy may deliver some short term results, but real long-term growth will only be delivered by implementing a well thought through marketing strategy.

So, why do marketing tactics often steal the spotlight away from marketing strategy:

1. Marketing tactics are tangible and exciting.

They’re visible actions you can take right now (e.g. running a PPC advertising campaign).

Marketing strategy is more abstract. It’s about long-term planning, positioning, and alignment, which can feel less ‘actionable’ and much less ‘immediate’.

2. Marketing tactics can deliver quick wins.

Tactics can quickly show likes, clicks, or conversions (short term results), even if they’re not part of a cohesive bigger picture.

Marketing strategy pays off over time. However, that ‘time delay’ can make it harder to justify, or get buy-in for, creating and following a strategy.

3. It’s easier to outsource or replicate marketing tactics.

Need a Facebook ad? Hire a freelancer. Want SEO content? Use a template.

Marketing strategy needs deep understanding of your brand, market and customers. It’s harder to outsource and can stay invisible behind the scenes.

4. Teams can confuse marketing tactics for marketing strategy.

‘We need to be on Instagram’ is not a strategy, but it’s often treated like one.

Without a clear marketing strategy teams can jump from tool to tool thinking they’re being strategic when really, they’re just reacting.

5. The digital marketing world is geared to rewarding execution.

Platforms like social media, search engines, or email marketing are all about constant content and rapid testing. This favours a ‘just do it’ mindset over a strategic, measured approach.

It's easy to see how marketing tactics often steal the spotlight away from marketing strategy.
 

So, how do you avoid the marketing ‘tactics trap’ and focus on delivering your strategy...
 

1. Start with a clear strategic framework

Before any marketing tactics hit the ground there should be a documented strategy answering questions like:

• Who are you targeting?
• What’s your positioning?
• What’s the strategic goal (e.g. awareness, lead generation, retention etc)?
• How do you define success?

Frameworks like SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) or OKR’s (Objectives and Key Results) help connect daily actions to long-term outcomes.

2. Use your marketing strategy as a litmus test

For every new idea or trend ask, ‘Does this support our strategy?’ If the answer’s vague or ‘just because it’s trending’, that’s a red flag. Every tactic should pass this filter.

3. Tie tactics to strategic goals in reporting

Layer reporting with strategic KPIs: Are these leads quality? Are they moving people through the funnel?

Align dashboards with strategic themes (e.g. ‘Brand Awareness’ not just ‘IG Follower Count’).

4. Share your marketing strategy company wide

Strategy often lives at the leadership level. Tactics usually live at a more junior marketing level or with agencies.

• Encourage regular ‘syncs’ between those making the strategy and those that are executing it.
• Make strategy everyone’s responsibility. Give visibility and context, not just to-do lists.

5. Create breathing space for strategic thinking

If your team is stuck in ‘go-go-go’ mode, tactics can feel like a treadmill. Schedule quarterly strategy reviews. Take time to zoom out and adjust the approach, not just the execution.

6. Clarify the differences between strategy and tactics

Sometimes issues can arise because of a misunderstanding of what strategy is.

Often marketing tactics can seem more appealing than strategy but...

• Not every channel, trend, or shiny new tool deserves your attention.
• Having a strong strategy empowers you and your team to confidently say ‘no’ to distractions.

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