If you are involved in the inner workings of a business, whether you own it or not, you've probably spent a good deal of your time on strategy and tactics. These terms are standard in business, but many people, from business owners to marketing teams, have trouble differentiating between them.
Defining Strategy and Tactics
Critical distinctions between strategy and tactics require comprehension before implementing either. Here is a fantastic way to look at it: Your strategy is the destination, and your tactics are the specific actions you'll take along the way to get there.
We could compare strategy and tactics all day, but it's important to note that they are never in conflict. They work together like old teammates, and putting one into action without considering the other is impossible.
When it comes to categorizing the steps you'll want to take for your business under the broad methods of strategy and tactics, it may help to refer to the following:
Strategy
Your strategy should define your goals, preferably long-term, and how you plan to achieve them (this can change a little, as businesses are constantly evolving, and that's okay). A well-thought-out strategy will forge the path you need to effectively achieve your company's mission, whatever it may be.
Tactics
Your tactics are more flexible and likely to change more than your strategy. Tactics pertain to short-term goals and the specific plans and resources you'll apply toward your strategy. You'll likely be unable to support your strategy without defining your tactics.
The Strategy and Tactics Relationship
When you decide on a goal for your company or organization and take the time to plan and invest in the resources you'll need to achieve that goal, you've created a strategy. A great approach requires developing a specific purpose while focusing on your final vision.
A strategy is not about overnight success but about achieving that success in the long term. Strategies work to build strength within your business structure, and tactics play a huge part in executing that strength.
Illustrating the Distinction
Examples can be helpful when discussing the understanding and methods of employing strategy and tactics.
Strategies, Research, and Planning
Because a strategy is long-term, it is set apart from short-term tactics. If your digital marketing plan is to amp up your social media performance, then your tactics could be choosing the best channel to connect with your audience and what message you'd like to get across.
As you have probably gathered, it is much easier to reevaluate your tactics than it is to course-correct your strategy. Since tactics heavily influence the success of your plan, feel free to adjust them as needed.
Creating Alignment
If your strategy and tactics exist on different pages, things will not work out as you'd planned. If you're building your business as a copywriter within a specific niche, picking up a large project or practice outside that niche may skew your goals and take up your precious time.
Remember, depending on your business's nature, you can have more than one business strategy at one time. Just be sure that the long-term goal is fully supported by the short-term, and you'll keep on track.
Hiccups Will Happen
There is no process on the planet that exists in perfection. Even with relentless ambition and massive aspirations, resources run out, and paths have to be rerouted.
Don't let drawbacks keep you from your goals. Keep priorities straight, consistently measure your success, and focus on the big picture.
Putting Your Plan into Action
You won't see much progress within your strategy if you haven't outlined your plan and set objectives for yourself and your team. To make your system as effective as possible and develop a robust framework to establish the best tactics for your company to progress, you've got to prioritize the details.
Be Specific
Is your long-term goal excruciatingly specific? Does it identify any foreseen issues or opportunities? It would be best to have the answers to both questions before mapping out your strategy.
Make it Measurable
You don't have to measure all goals on paper (or digitally), but you'll need to when it comes to business. Make sure that your strategy can be measured both quantitatively and qualitatively.
Understand the necessary technological statistics to ensure your business thrives, from basic accounting to your social media marketing campaign's effectiveness.
Improve Current Performance
Ask yourself if your tactics will help you develop the information needed to improve your business's performance. Use them to understand your business better than ever by employing and restructuring them when they aren't as successful as you'd like.
Relevancy and Time Frame
You likely have a time frame for accomplishing your strategy or long-term goals. Whatever that time frame may be, make sure that the tactics you implement will help you gather the information you need to understand market trends and your business's success at different times. Keep your strategy relevant to current problems your business may face.
For example, if you want to increase your yearly revenue by 50%, you'll want to consider tactics that drive traffic to your website. Since you can monitor your website statistics and conversion rates, you can see the changes needed to boost traffic and, in return, sales.
Stay on Your Path
By clearly communicating your strategy to your team and yourself, you're taking the critical steps needed to establish clear and attainable goals. Measure your progress as you go, and never hesitate to redirect.
You will face plenty of unforeseen situations, but you can respond appropriately with the right strategy and flexible tactics. Stick to your roadmap and get where you need to go.