It happens quite frequently at my agency, at least once a week, that a client will ask us about a new emerging tech they saw somewhere and how we can integrate it into their business. While I commend their enthusiasm for marketing, oftentimes my first question to them is, “How does this tactic fit within your marketing strategy?”

Having helped many businesses develop successful marketing strategies over the past 20 years, one thing I’ve noticed is that, sometimes, business owners aren’t aware of the differences between tactical marketing and strategic marketing. To ensure your tactics and strategies are successful, it’s essential that you know the difference between the two. I’ve outlined below the differences and why these differences are significant:


Marketing tactics are the steps your business takes to ensure the success of its overall strategy. They are your ongoing activities that you measure with key performance indicator’s (KPIs) to determine if you are hitting your goals.

Examples of marketing tactics include the following:

  • Writing blogs
  • Engaging clients on social media
  • Attending conferences
  • Requesting testimonials
  • Sending client surveys

Your marketing tactics should focus on the details required to achieve your business’s big picture.


Marketing strategies use your market research to define your business’s overarching mission and organize your tactics to ensure you meet your monthly, quarterly, and annual goals.

You can have several strategies at a time, each focusing on a different area of your business, including the following:

  • Content
  • Social media
  • SEO
  • Public relations
  • Networking

Your strategies help focus your business’s big picture by providing guidance. Tactics without strategies would be like wandering in the dark: you might eventually get to where you want to go, but it will take much longer, you’ll take a lot of wrong turns along the way, and you might not even realize when you’ve reached your goal

Both tactics and strategies play an important role in marketing your business, and your strategy will define what tactics you use. For example, if you’re looking to generate leads, you may choose to focus on tactics such as pay-per-click (PPC) advertising rather than producing content. Keep in mind, however, that a good combination of different tactical approaches will create an integrated approach and could possibly identify new channels for you to explore.

For help selecting the best tactics to achieve your strategic marketing goals, contact CreativeWorks Marketing today!