One of the more frequent difficulties I come up against as a marketing consultant is when dealing with (prospective) clients who want me to tell them the "best way to market themselves", meaning the (usually) cheapest way to promote their business' products and services but who have little idea about what their broader marketing strategy is.  Indeed, they often think that the promotional tactics they use are marketing strategies.

What's the difference?

Strategy is the broad route you intend to take to achieve your business goals.

Tactics are the means you deploy in order to follow your strategy.

Strategy without tactics is simply daydreaming; tactics without strategy are merely directionless dabbling.  You're welcome to quote me on that.

And, without a strategy in mind, it is very difficult to know what the "best way to market" your business could possibly be.

The diagram above shows the consequences of getting the balance wrong:

An inefficient strategy & inefficient tactics
The route to a slow, drawn-out death.  You've chosen the wrong strategic path but the fact that you're dragging your heels along it by using inefficient tactics means it will be a long time before you realise it, if, indeed, you do so before it's too late.

An inefficient strategy & efficient tactics
The best that can be said of this choice combination is that it will, at least, put you out of your misery sooner rather than later.  The wrong choice of direction coupled with a really efficient way of getting to the wrong place. Ouch!

An efficient strategy & inefficient tactics
All too common a situation, this one.  You get by, tick over, plod along but you're held back by poor tactical choices.

An efficient strategy & efficient tactics
Jackpot!  This is where we want to be.  Travelling efficiently and effectively along a well-chosen strategic route. No wonder that guy's having so much fun waving his wad of cash around - I'd be smug too.

This is why my heart sinks a little when business owners think I can "fix" their marketing or come up with brilliant tactical ideas to save their business.  In the context of a strong strategic approach to the business, this is possible.  Without, there's a danger of taking them to their sudden death.  Please don't ask me to do that? I'm more than happy to help with your strategy.