Marketing tactics, or tactics of any kind, are the specific actions you choose to take throughout your strategy to help you reach your end goal. In other words, a strategy is your destination — it's the achievable, focused plan for getting you to your target. Tactics are concrete and definable steps within your strategy that ensure you reach your objective.

To provide a better understanding of what they may entail, check out the following list of basic marketing strategies commonly utilized by teams across a range of industries.

Basic Digital Marketing Strategies

• Publish a blog.
• Advertise on a specific social media platforms (e.g. Facebook Ads, Instagram Ads).
• Offer free educational resources
• Search engine optimize your digital content.
• Create a giveaway and/ or contest.
• Test different campaign types to determine what works best for your audience.
• Organize a webinar.
• Produce a podcast.
• Create an email campaign.

Identify your goals and the digital marketing tools you'll need.

Your marketing goals should always be tied back to the fundamental goals of your business.

For example, if your business's goal is to increase online revenue by 20%, your marketing team's goal might be to generate 50% more leads via the website than the previous year to contribute to that success.

Whatever your overarching digital marketing goal is, you must be able to measure the success of your strategy along the way with the right digital marketing tools.

Identify gaps in your existing content.

Based on your buyer personas, identify any gaps in the content you have. For example, if you're a math tutoring company and know through research that a major challenge for your personas is finding effective ways to study — you don't currently have content that speaks to that concern — create some.

By looking at your content audit, you might discover that ebooks hosted on a certain type of landing page convert really well (better than webinars, for example). In the case of this math tutoring company, you might make the decision to add an ebook about "how to make studying more effective" to your content creation plans.

Create a content creation plan.

Based on your findings and the gaps you've identified, make a content creation plan outlining the content that's necessary to help you hit your goals.

This should include:

• Title
• Format
• Goal
• Promotional channels
• Why you're creating the content
• Priority level of the content

This can be a simple spreadsheet, and should also include budget information if you're planning to outsource the content creation, or a time estimate if you're producing it yourself.

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