The difference between strategies, tactics, and goals
Tactics are the things that we do everyday, such as posting to Instagram, responding to emails, updating Facebook statuses, sending out email campaigns and more. Strategy is the vision that your day to day actions are working to achieve. It is the plan that is set up to make sure that actions are contributing to a company’s goals. Goals are measurable milestones or achievements with time sensitivity that you are looking to complete. The strategies and tactics are all working together to achieve a goal.
The importance of SMART goals
While it can be easy to come up with a goal, there is a big difference and importance to making sure you are setting SMART goals when creating a marketing campaign.
SMART goals are:
Specific
Measurable
Achievable
Relevant
Time-Based
By setting this criteria for creating a goal, you are ensuring that the goal will benefit your company and is something that you can actually achieve and reasonably work towards. There are some questions to consider when developing goals. Is the goal possible to achieve? Is the goal specific and measurable so you know when it has been accomplished? Is there a time limit or span you can set?
How marketing tactics align to strategies
Once you have your SMART goal defined, you can now come up with your strategies that you want in order to meet this goal(s). Tactics will then be set in order to take action on your strategy. For example, let’s say you are a clothing company who wants to increase sales revenue by 10% this quarter. A strategy that could be in place might be to increase returning customers to repurchase clothing. Examples of tactics for this strategy could be: Send email offers one month after initial purchase for 15% off next purchase. Another tactic might be to run targeted ads to previous customers with related/similar items to those purchased.
Key Performance Indicators
KPI’s or Key Performance Indicators help to ensure that your marketing channels are working towards fulfilling your goals. They indicate whether or not a marketing campaign is successful or not, and are important to keep track of. Some examples of KPI’s are: Facebook likes or shares, Instagram followers, email list subscribers and open rates, Youtube subscribers, and website visitors.
References:
SMART Goals: – How to Make Your Goals Achievable. (n.d.). Retrieved from https://www.mindtools.com/pages/article/smart-goals.htm
The Difference Between Marketing Strategy vs Tactics . (2019, July 15). Retrieved from http://charliesaidthat.com/digital/digital/difference-between-marketing-strategy-vs-tactics-an-example/
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