As I have grown as a digital marketer as well as a person, I’ve realized that most actions consist of tactics, strategies, objectives, goals, and systems. They all work together for you and your team to reach the results you want to achieve.
These components of our actions range from the most fundamental tactics to the most advanced, strategies. No matter what, you will always need tactics. You may not need a system, but operating with a well-defined system is the only way to reach your full potential. Below is my breakdown of the component. This is merely my rough draft, some thoughts make sense to me, based on my experience.
Strategy vs. Tactics
Tactics are the things you do, and your strategy is why you do it. Tactics and strategies are goals and objectives in action. Your strategy is your approach to achieving your goals. Your tactics are the actions you take to achieve your objectives. After you define your goals, you want to think about your strategy to bring them to fruition. Once you have your strategy, you outline what tactics you’ll need to achieve your objectives.
If my company’s goal is to expand our market share, one of my strategies could be to offer an industry-leading education at a competitive price. One of my objectives would be to increase online sales via Google Ads by 20%. In this example, your tactics or, as some call them “initiatives,” would setting up a Google Ads account, choosing keywords and writing ads.
Tactics usually consist of the day to day steps, best practices, and management of your marketing plan as you move to achieve your goals. Tactics have discrete, finite timelines in which specific activities will be completed and measured.
Goals vs. Objectives
Goals are the long term outcomes you want to achieve. Goals have a primary outcome and can be broken down into smaller objectives. Goals can be fluid and are directional. An excellent example of a goal is: “Make The Solar Republican online leader in space education.” Goals are usually open-ended and not as clearly defined as objectives.
On the other hand, objectives are clearly-defined achievable outcomes. They leave little room for ambiguity as they are usually attached to KPI’s and other metrics. The best trait of objectives is that they are measurable. An example of an objective is: Increase website visits by 25% by the next quarter.
What We Know About Systems
Most people who work with capable and efficient systems rarely know they are using a system. We rarely discuss systems because they are hard to separate from their parts, including automation, habits, rituals, and routines. The sum of these parts is what you can refer to as a system. With an excellent digital marketing system, you can seamlessly integrate all of your marketing efforts.