The Difference Between Marketing Strategy and Tactics (And Why It Matters)
• “We need to post more on Instagram,” or
• “Let’s run a Google Ads campaign,” or
• “We should do a newsletter,”
…you’re not alone. These are common suggestions. But they’re not strategy — they’re tactics.
And when tactics lead the way without a clear strategy behind them, marketing becomes a game of busywork — not business growth.
Let’s break it down.
What Is a Marketing Strategy?
Your strategy is the master plan. It’s your marketing GPS. It answers:
• Who are we trying to reach?
• What do we want them to do?
• Why should they choose us?
• Where should we focus our energy?
A strong strategy connects your business goals to the actions you’ll take to reach them. It’s the big picture that keeps everything aligned.
Think of it like this:
Strategy is the “why” and the “where.”
What Are Marketing Tactics?
Tactics are the specific activities or tools you use to execute the strategy. Examples include:
• Posting on social media
• Running paid ads
• Writing blog posts
• Sending emails
• Hosting events
These are the “how.” They only work when they’re aligned to the strategy.
Strategy vs. Tactics in Action
Let’s say you run a local landscaping business. Here’s the difference:
Strategy:
Grow market share among new homeowners in [Region] by positioning ourselves as the most reliable, eco-friendly choice in town.
Aligned Tactics:
• Facebook ads targeting recent movers in your zip code
• A series of blog posts about sustainable lawn care
• Referral program for real estate agents
Misaligned Tactics (No Strategy):
• Boosting a random Instagram post
• Mailing postcards to everyone
• Sponsoring a golf tournament “just because”
See the difference?
Why This Matters for Small Businesses
Without strategy, tactics become a guessing game. You spend time and money without knowing:
• If you’re reaching the right people
• If your message is working
• If your efforts are building toward anything
That’s how marketing becomes a cost center — instead of a growth engine.
With strategy, every action has a purpose. Every campaign has a goal. Every dollar works harder.
How to Make Sure You’re Thinking Strategically
Here’s a quick checklist to keep you focused:
• Have we defined a clear business goal?
• Do we know exactly who we’re trying to reach?
• Do we understand what motivates them?
• Is every tactic tied back to our strategy?
• Are we measuring what matters?
If you can’t answer yes to these, it’s time to pause and reset.
Final Thought: Lead with Strategy, Then Choose Tactics
Marketing that works starts with intention. Strategy before action. Message before channel.
Once the plan is in place, tactics are powerful. Without it, they’re just noise.
Want help getting clear on your strategy?
That’s what we do at Highlander.