In today’s marketing landscape, everyone is busy. Brands are publishing content, launching campaigns, testing ad formats, running email sequences, and attending webinars about the next big thing. Activity is high. But what about impact?
It’s not uncommon to meet teams who are doing all the right things on paper, but still feel like they’re spinning their wheels. When you peel back the layers and ask: “What’s the strategy behind all this?”—you often get a vague answer, a shrug, or worse: silence.
That’s because “strategy” has become one of the most overused and misunderstood words in marketing.
Strategy is Not a Task List
Let’s start by saying what strategy is not. It’s not a set of tactics. It’s not a list of platforms you plan to use. It’s not a content calendar. Those are outputs, not direction. They come after the strategic thinking is done.
Real strategy is about choices. Hard choices. Who you’re for, and who you’re not. What problem you solve better than anyone else. Where you should compete—and just as importantly, where you shouldn’t.
Strategy sets the compass. It defines the playing field. It ensures that your marketing doesn’t just look busy, but builds momentum toward a meaningful goal.
Why So Many Strategies Fall Flat
There are a few reasons why strategy gets muddled:
- Pressure to move fast. Marketing is often under pressure to produce quick results. That urgency can lead to reactive decisions and scattergun execution.
- Confusion between planning and strategy. Planning is about scheduling. Strategy is about alignment. They’re related, but not the same.
- Lack of internal clarity. If a business isn’t clear on its positioning, values, or vision, the marketing team is flying blind.
And then there’s the allure of tools and tactics. With so many platforms and channels to choose from, it’s easy to get seduced by the “what” and forget the “why.”
What Good Strategy Looks Like
A good strategy is sharp. It makes clear decisions. It should feel slightly uncomfortable—because saying yes to one thing usually means saying no to something else.
It should:
- Define your audience clearly. Who exactly are you targeting? Not just by demographics, but by behaviours, pain points, and motivations.
- Clarify your positioning. What do you stand for? How are you different? Why should someone care?
- Connect to business goals. Your strategy should align with outcomes that matter: growth, retention, market share, profitability.
And crucially, strategy should be revisited. It’s not a one-and-done slide deck. It’s a living framework that evolves with your business and market.
The Difference Between Activity and Impact
It’s tempting to equate busyness with progress. But in marketing, more doesn’t always mean better. You can produce more content, post on more channels, run more ads—and still miss the mark.
If your efforts feel disjointed, or your team is struggling to connect the dots, it might be time to ask:
- Do we have a clear north star?
- Are all our efforts pulling in the same direction?
- Are we measuring what really matters?
Impact comes from coherence. When every message, medium, and move is working in harmony with a clear strategy, you don’t just show up—you stand out.
Don’t Start With a Campaign
The best marketing doesn’t start with a campaign. It starts with clarity.
So the next time someone says, “We need to do more marketing,” maybe the real question is: Do we need better strategy first?
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