Strategy vs tactics matrix

Every marketing activity is either strategy or a tactic. Understanding the difference is the foundation of everything else. Click any item to learn more.

Marketing strategyThe foundation

The thinking behind everything. Your goals, your audience, your positioning, and how you plan to reach people. Without this, every tactic below is a guess.

Audience definition Goal setting Positioning Channel selection Marketing plan

Strategy informs tactics

Tactics — what most businesses start withExecution

The individual actions you take. Each one is a tool. Without strategy they work in isolation. With strategy they compound.

Paid advertising Email marketing SEO Referrals Content Events and webinars Graphic design

Ask these four questions before any marketing activity

Who exactly are we trying to reach?
What do we want them to do as a result?
Why would this activity reach them better than the alternatives?
How will we know if it worked?

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