The difference between strategy & tactics
Lesson 3 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
The difference between strategy & tactics
Lesson 3 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
3. The difference between strategy & tactics
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
The difference between strategy & tactics
OK, I have a fresh cup of coffee. I am ready to go. So what is the difference between strategy and tactics? Well, think of your marketing strategy a little bit like a GPS. Your GPS marketing strategy is going to help you to get to your destination and to help you achieve your objective. However, your tactics are the twists and turns and individual directions within that to help you get to where you need to be. So if your strategy is ultimately focused on where you're going, your tactics are the little steps that you take to help you get there. Now, your strategy ultimately dictates what tactics you need to use to help you achieve your objective. And don't worry, we're going to be developing your strategy and actually deciding which tactics are best for your personal situation later on in the course. So you're exactly what to use at the right time and to the right degree now, especially for start ups, understanding the difference between strategy and tactics is very important and this i...
s because you don't have an awful lot of time or resources to waste, you need to define your unique selling proposition. You need to understand your target audience and also your business objectives. Once your strategy is clear, you can then start developing tactics and choose the ones that are going to help you to achieve those objectives. And the reality is that if you don't have a well thought through strategy in place, then you may end up choosing tactics are going to waste a ton of time, a ton of energy and a ton of money. And you are not going to get the results that you need without actually understanding what objectives do you want to achieve with your marketing strategy. And also where you're going, it's kind of like just walking out the front door and just driving with no destination in mind. Your tactics need to align perfectly with your strategy and your personal situation, which is one of the main reasons why I wanted to develop this course to actually teach people that you don't need to do a million things to be great in marketing. And if you feel busy, then the reality is you're probably doing too much should be instead focusing on the stuff that makes the most sense for you personally, the resources that you have and the objectives that you're trying to achieve. For example, let's pretend we have two identical founders trying to start the exact same business. Now, let's also pretend that one founder has zero marketing budget, but the other founder has $1 million as their marketing budget. So just to make it very clear, both of these founders are trying to get to the exact same destination, launching the exact same product in the exact same way. But although these two founders have the exact same product and they're trying to reach the exact same objective, they have a different level of resource. So they're not going to approach the situation in the same way. The is that the more money you have from a marketing standpoint, the faster you can get results if you apply that money effectively. Now, the founder with zero marketing budget is still going to get the destination. It's just going to take a little bit of extra time and they are going to invest more time and more effort instead of the monetary aspect. So in this course, just to be very clear, we're going to first and foremost, make sure that we fully understand and your marketing strategy. And then afterwards, we're going to piece together the tactics that are going to help that marketing strategy become successful. So just try and remember that marketing strategy and marketing tactics are very different, but they also work together a little bit. Like when I go to the supermarket with the strategy of thinking, I'm going to buy a ton of healthy foods. But then my tactics are completely wrong because I end up buying chocolate and lots of other incredibly delicious stuff. And this could have all been avoided if I just stuck to my tactic of eating before I went shopping. But anyway, that's a story for another day. I'll see you in the next lesson.
Class Materials
Bonus Materials