Many small business marketers are confused about the difference between strategies and tactics. This type of confusion could hinder your effectiveness in promoting your products and services.


A strategy is based upon a goal and a plan of action. A goal may be to increase sales. This goal may be defined by key performance indicators (KPIs), such as an increase in conversion rates by 15 percent over the next 12 months. This is the "why" of a marketing initiative.


Tactics are marketing activities designed to achieve that target goal. These may include things like launching an email campaign, creating more exciting social media content, and implementing targeted advertising. This is the "how" of a marketing initiative.


If you simply have a collection of tactics without a strategy, there may be no measurable impact in areas that matter. So, determine what you want to achieve in marketing your business, then choose the tactics that will get you there.