While objectives hold us accountable, tactics provide us with the tools to get there. They also help teams focus and allocate resources appropriately. Concentrating on a few marketing efforts that can be executed consistently is more effective than creating a long, unmanageable list of great ideas.
When choosing a strategy, think about your business’s goals and objectives. For example, if your goal is to “Establish your company as a thought leader” and the objective is to “Grow the number of Instagram followers by 5 percent,” choosing a tactic becomes easy. Now, you know that your content should be largely educational and you should commit to posting regularly and building engagement. It would also make sense to use that platform to connect with other industry experts.
To focus your marketing efforts, look at your goals and objectives. Consider which strategies could help you reach them. Think about the marketing tools you have in place and if there are any new methods you’d like to explore. Now, begin to develop your strategy. Include the frequency of your efforts with a thought to your available resources. Then, review your list:
- Do your actions correspond with the previously developed goals?
- Will the items listed help you reach your measurable objectives?
- Do you have the right resources in place?
- Does this seem feasible given your workload?
- Does it align with your long-term vision for the company?
- Is it playing to your competitive advantage?
If your response is no to any of these, make adjustments until you can answer yes to all of them. When your strategies are finalized, it’s time to create a plan. This should include a full schedule and any work assignments.