Are you focusing on tactics at the expense of marketing strategy?

When a B2B business owner first reaches out to me, it’s rarely for help with a marketing strategy or plan. Instead, they have a particular marketing challenge that’s holding them back. Here are some common frustrations I hear:

• “Our new website isn’t generating enquiries.”
• “We send occasional emails, but open rates are low, and no one clicks.”
• “We’re active on LinkedIn, but there’s little engagement.”
• “We’ve always relied on trade shows, but they’re not delivering the return on investment they used to.”

These issues are common, and more often than not, the problem isn’t with the marketing tactics being used. It’s usually linked to a deeper issue: a lack of clarity, structure, and consistency in the marketing approach.

Prioritising tactics over strategy – a common mistake

It’s easy to fall into the trap of focusing on tactics because they’re visible and feel like progress. Whether it’s launching a new website, posting on social media, sending emails, or attending trade shows, these actions can feel like a step forward. However, without a clear strategy, these tactics can be a waste of time and money.

The reason many businesses don’t see immediate results is simple: they haven’t asked some important questions:

• Who are our ideal clients?
• What problems are we solving for them?
• How can we tailor our messaging to meet their needs?
• Which channels should we focus on?
• Are we using our resources and budget wisely?

These are the foundations of a solid marketing strategy. Without them, it’s easy to waste resources on marketing tactics that don’t deliver results.

Marketing strategy vs. marketing tactics: What’s the difference?

• Marketing Strategy is the “what” and “why” — the big picture. It’s about understanding your business goals, your audience, and your position in the market. Your strategy should define where you want to go and how you’ll get there.

• Marketing Tactics are the “how” — the specific actions you take to execute your strategy. These might include posting on social media, sending emails, or running ads.

Think of your strategy as the roadmap that guides your marketing efforts. It will ensure that every action you take — whether it’s your website, email campaigns, or social media posts — is purposeful and aligned with your business goals.

Why do business owners skip strategy?

There are a few reasons why strategy often takes a back seat to tactics:

• They don’t see the need for strategy and planning: Strategy can feel like a delay when you’re eager to see results.
• Strategy feels abstract: Tactics like social media posts or running ads are tangible and easier to understand.
• They feel pressure to act quickly: When sales are slow or competitors are making moves, it feels like acting quickly through tactics is the fastest way to catch up.

However, a tactical-only approach often creates more problems than it solves. Worse, it can harm your marketing efforts in the long term and be very costly.

The symptoms of a tactical-only approach

If your marketing feels scattered or ineffective, you may be stuck in a tactical mindset. Look out for these signs:

• Short-term focus: You’re chasing quick wins instead of building for long-term success.
• Reactive decisions: Marketing driven by what competitors are doing or market conditions, instead of a proactive strategy focussed on satisfying the needs our your customers.
• Inconsistent messaging: Without a strategy, your messaging can become confusing, leaving your audience unsure of what you stand for.
• Difficulty measuring ROI: When tactics aren’t aligned with goals, it’s hard to determine what’s working and what isn’t.

If you’re seeing these signs in your business, it’s time to pause and rethink your marketing approach.

Why marketing strategy comes first

A well-defined marketing strategy acts as your guide. It aligns every action with your business goals and helps you to:

• Provide focus: You’ll know exactly where to allocate your time and resources.
• Ensure consistency: Your messaging will be clear and aligned across all channels.
• Maximise ROI: Focusing on the right activities will deliver better results for every marketing pound spent.
• Build sustainable growth: A strategy helps you plan for long-term success, not just the next quarter.

How to switch from a tactical to a strategic approach

To move from a tactical-only approach to a more strategic mindset, follow these steps:

1. Clarify your goals: What do you want to achieve? Whether it’s generating leads, building brand awareness, or increasing customer retention, your strategy should align with these goals.
2. Understand your audience: Who are your ideal clients? What challenges do they face, and how can your products/services help?
3. Review your current marketing: Assess what’s working and what’s not.
4. Create a marketing plan: Outline the key actions needed to reach your goals. This could include content creation, digital marketing, or client engagement strategies.
5. Monitor and adjust: Your strategy isn’t set in stone. Regularly review your progress and adjust as needed.

Marketing strategy drives success

While marketing tactics are necessary for day-to-day activities, it’s a strategy that drives long-term success. Without a clear strategy, your marketing efforts could be ineffective leaving you frustrated due to lack of results.

If you don’t have the time or expertise to develop a strategy, consider partnering with a marketing strategist. They can help you craft a plan that aligns with your business goals and ensures that every marketing effort supports the bigger picture.

So, if your marketing feels misaligned or lacks direction, take a step back and rethink your strategy. It could be the key to unlocking sustainable, long-term growth for your business.

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses across the UK and Ireland. Please get in touch or book a free 30-minute discovery call.