In digital marketing it’s easy to get involved in the latest trends and manifest these as marketing tactics. Shiny new platforms, sudden seismic algorithm updates, and the feeling that you always need to do more to keep up can drive you into tactical-only avenues. By following these latest digital trends and being swayed by potentially short-term advantages you need to ask yourself this – are you really moving forward?
Quite often, businesses jump headfirst into tactical execution without a solid strategic foundation, and that can be quite common in the realm of digital marketing. The thing that’s at risk here is your long-term goals, and the effort you could have put into achieving that ultimate vision by being distracted. You’ll be more efficient and effective if you focus on the prize, but that’s not to say that you shouldn’t be tactical – you just need to be able to see both the big picture and the little pieces “on the board” so to speak.
Caveats of Overly Strategic Positioning
I will start here with a warning about strategic positioning – Whilst clients need strategic partners and agencies need to be seen as the strategy providers, watch out for consultants and and companies who may focus too much on strategy. It may be appealing to larger businesses and is applicable to all businesses, but an overreliance on stating your strategic credentials can be too much. Quite often it can be purely for status seeking and positioning, establishing a hierarchy over those who conduct but don’t mention strategy so much, and particularly those who are more tactical and less or even not strategic.
Don’t let a strategic boast paper over the lack of execution or tactical ability.
Issues with a Tactics-First Digital Approach
Don’t get me wrong, tactics are essential. They’re the tools we use to execute our strategy and achieve our goals. But tactics without strategy are like a ship without a rudder – you might be moving, but you’re not in control of where you’re going.
I have to admit that I’ve seen and even been involved in tactical approaches on numerous occasions. The scenario is so familiar – A potential client comes along wanting a new website, aggressive PPC campaigns, and a social media blitz – yet this is all before even discussing their audience, competitive landscape, or overall business goals. It’s a bit like trying to build a house without an architect’s plan. Sure, you might end up with something that looks okay, but will it actually stand the test of time? Will it truly serve its purpose? And that’s the point – what is it’s purpose?
Here’s what happens when you prioritise tactics over strategy:
- Wasted budget: You’re throwing money at channels and campaigns that might not be the right fit for your audience or business.
- Inconsistent messaging: Your marketing efforts are disjointed and don’t tell a cohesive brand story.
- Lack of measurable results: You’re not tracking the right metrics or analysing your performance, so you have no idea what’s working and what’s not.
However, when you put strategy first and then drop in the tactical steps, the picture of your digital marketing becomes clear…
The Power of a Strategic Approach
A strategic approach to digital marketing starts with understanding your business goals, your target audience, and the competitive landscape you find yourself in. A strategic digital marketing approach usually involves:
- Defining your objectives: What do you want to achieve with your marketing efforts? Do you want more leads? Increased sales? Greater brand awareness?
- Identifying your target audience: Who are you trying to reach? What are their needs, “pain points”, and online behaviours?
- Analysing your competition: What are your competitors doing well at? Where are they falling short?
- Developing a roadmap: How will you use different channels and then tactics to achieve your objectives and reach your target audience?
As you can see, you need to take stock of everything important and relevant in order to make effective in-roads into your objectives.
Why Strategy Matters More Than Ever
The digital landscape has become ever more complex over the past two decades therefore marketing expertise is increasingly valuable. With so many channels, technologies, and tactics to choose from, it’s essential to have a strategic digital marketing partner who can help you navigate the noise and focus on what truly matters: driving measurable results for your organisation.
I take a client-first approach to every project, which means that I prioritise understanding client needs and developing a digital marketing strategy that’s tailored to your specific business goals.
Choosing the Right SEO Consultant or Marketing Agency
When selecting an SEO consultant or digital marketing agency, always look for a partner who:
- Prioritises marketing strategy over digital tactics.
- Takes the time to understand your business and your customers.
- Has a proven track record of delivering measurable results.
- Is open and honest about their approach.
If your selected partner demonstrates all these traits then you’ll be starting out from a much better position than purely someone who offers only the individual or collective services.
Strategy and Tactics: Get the Balance Right
Ultimately, successful digital marketing campaigns require both strategy and tactics. However, strategy should always come first. By starting with a solid strategic foundation, you can ensure that your tactical efforts are aligned with your business goals and that you’re getting the most out of your marketing investment.
Equally be aware of marketers who overegg the strategic credentials at the expense of being able to execute the tactics. Make sure you have a well-balanced provider who is able to fulfill all the roles without being academic only.
If you’re ready to take your digital marketing to the next level, feel free to call me on 07730 499 539 for a consultation or leave a message on my contact form. As an independent freelance SEO consultant I’ll create you a long-term winning marketing strategy filled with actionable digital marketing tactics that keep you happy on a month-by-month and year-by-year basis with clear results.