Marketing Plans: Is there a Difference Between Strategic and Tactical?
I often hear my clients as well as other small business owners use the terms strategic and tactical marketing plans synonymously. When they do, I get a little nervous, especially with established business owners because it tells me that did not do their research and prepare adequately for that calendar year. However, once I am brought on to work with a client, I review current marketing plans and evaluate where they are getting the best return on investment and expand those areas so increase revenue more.
Often times, businesses struggle or a experience decline in revenue for a variety of reasons largely attributed to the fact that companies do not have strategic and tactical marketing plans in place.
To make sure you are getting the most of out of your marketing for the remainder of 2009, learn the differences between strategic and tactical marketing plans and also follow these tips:
Create an updated strategic marketing plan if you have one. If you don’t, create one from scratch. Strategic marketing plans are comprehensive that span over a three to five year duration. Strategic marketing plans contain an organizational message, strategies on pricing, client/customer acquisition and retention strategies, positioning, perceived benefits of what the company offers, how the message is conveyed and which market you are targeting, market segmentation if you will. Strategic marketing plan provides a macro overview.
Create an updated tactical marketing plan. Tactical marketing plans involve the vehicle of distribution, essentially where the message is placed. Tactical marketing plans are short term and include ways to increase revenue over the next few months to one year. Tactical marketing plans provide a micro overview.
After developing these plans, here are some strategies you can use to get those revenue dollars flowing again for the short term:
*Collect email addresses from visitors of the site and start a newsletter
*Ask current customers/clients how you are doing and if there is anything else you can do for them
*Get testimonials from previous customers/clients and post them on your website
*Start a blog to interact with prospects
*Offer to write bylined articles for industry publications. This will certainly increase your credibility. You’ll also be on your way to becoming to a noted expert in your field
*Sponsor events if possible
*Write and distribute press releases to the appropriate media contacts
*Get involved with social media marketing such as Twitter, Facebook and Digg. All of these resources are free and should be integrated into marketing plans
*Offer to speak at events
*Give out business cards to everyone because you never know who other people know
If you need help creating your company’s strategic and tactical marketing plans, feel free to contact me at [email protected] so you can get a leg up over your competition.