Don't Confuse Marketing Strategy and Marketing Tactics

Strategy and tactics are not the same thing

It's easy to confuse the two, but it's essential to understand the difference because you have to treat them very differently.

A coffee shop could look decide to grow its business by increasing turnaround and sit-down customers. Their strategy is to become known as the best place to hold meetings/catch-ups.

There are 100s of tactics that they can try. They can work with staff to keep tables clear regularly, remove food items that encourage people to stay, remove power outlets or reduce wi-fi speeds to discourage freelancers from staying too long, increase spaces between tables and have less overall people to allow for conversations to take place (and more privacy also), etc...

If one of these tactics fail, you can abandon it (or improve it) and move on.

Tactics can fail (and they often do), but that doesn't mean that there's something wrong with your strategy.

Tactics add up. They don't all have to be home runs.

But if you abandon the strategy and let the rules slip, everything goes out the window.

Tactics are a dime a dozen.

Strategy takes time.