As a small business owner, you wear many hats, and marketing might not be your favourite one. You might feel like you're always playing catch-up with the latest social media algorithms or email marketing best practices. It’s not just about keeping up with trends; it’s about feeling confident in your marketing efforts. You value authenticity and community, and you don’t want your business to come off as pushy or salesy. You want your marketing to feel genuine and aligned with your values.

If you're a woman who feels overwhelmed by marketing, you're not alone. The world of marketing can seem like a maze of confusing terms and strategies, especially when it comes to understanding the difference between strategy and tactics. This confusion is common, even among top marketers. But don't worry—I'm here to simplify it for you.

Strategy vs. Tactics: The Basics

Understanding the difference between strategy and tactics is crucial to overcoming these challenges.

Strategy is your big-picture plan. It’s your roadmap for achieving long-term goals in your business. It answers the questions:

• Why are you doing this?
• What do you want to achieve?

Tactics are the specific actions you take to implement your strategy. They answer the question:

• How are you going to achieve your goals?
  

Let's dive into some examples to make this clearer.

Common Confusions: Strategy or Tactic?

Example 1: Posting on Social Media

• Tactic: Posting on social media is an action you take to engage with your audience.
• Strategy: Developing a content plan to position your brand as a go-to resource in your industry.

Example 2: Running a Discount Promotion

• Tactic: Offering a 20% discount on your products.
• Strategy: Using promotional offers to attract new customers and increase sales during off-peak seasons.

Example 3: Creating a Blog

• Tactic: Writing and publishing blog posts regularly.
• Strategy: Establishing your website as an authority in your niche to drive organic traffic and build trust with your audience.

How to Create a Strategy

Creating a strategy doesn’t have to be complicated. Here are three key questions to help you get started:

1. How is your content helping you achieve your overall business goals?

Think about what you want your content to accomplish. Is it driving sales, building brand awareness, or fostering customer loyalty?

2. Who are you trying to reach?

Identify your target audience. Who are they, what are their needs, and how can your business help them?

3. Why should someone follow you?

Define your unique selling proposition (USP). What makes your content valuable and worth following?

Simplified Example: Social Media Strategy

1. How is your content helping you achieve your overall business goals?

By creating content that encourages engagement and interaction, you aim to build a loyal community.

2. Who are you trying to reach?

Women aged 30-50 who are interested in sustainable living.

3. Why should someone follow you?

You provide tips and products that make sustainable living easy and accessible.

With these answers, you can outline your tactics:

• Post engaging content three times a week.
• Host a monthly Instagram Live Q&A session.
• Collaborate with influencers who share your values.

Bringing It All Together

It's essential to remember that your strategy is your guiding star, and your tactics are the steps you take to reach it. By understanding and differentiating the two, you can create a focused and effective marketing plan that aligns with your business goals. This approach will help you feel more confident in your marketing efforts and ensure that your actions are purposeful and strategic.

Marketing doesn’t have to be overwhelming. By starting with a clear strategy and letting your tactics flow from there, you can build a marketing plan that feels authentic and effective. You’ve got this!