Don’t Focus on Marketing Tactics at the Expense of Strategy

marketing strategy tactics

One of the hardest things to do—for any individual, organization, or business—is to define a vision and strategy. It involves diving deep into one’s strengths and weaknesses, while having a clear view of the market opportunities and threats. Talking strategy usually means dealing with uncomfortable realities, as well as risking disagreement with others.

It’s much easier to deal in tactics.

For example, we could have a very benefit-oriented conversation about the pros and cons of certain social media networks, and how to post effectively and engagingly on social media for marketing purposes. But that’s a fairly useless conversation if social media is later determined to be unattractive or unsustainable as part of your overall marketing strategy, given other tactics available to you.

However, tactics are seductive because they are tangible, and offer the feeling of improvement and progress. But what if that progress is taking you in the wrong direction?

My column this month at Publishers Weekly tackles how to reduce your marketing anxiety by getting clear on your strategy first.

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Posted in Marketing & Promotion.

Jane Friedman (@JaneFriedman) has 20 years of experience in the publishing industry, with expertise in digital media strategy for authors and publishers. She is the publisher of The Hot Sheet, the essential newsletter on the publishing industry for authors, and was named Publishing Commentator of the Year by Digital Book World in 2019.

In addition to being a columnist for Publishers Weekly, Jane is a professor with The Great Courses, which released her 24-lecture series, How to Publish Your Book. Her book for creative writers, The Business of Being a Writer (University of Chicago Press), received a starred review from Library Journal.

Jane speaks regularly at conferences and industry events such as BookExpo America, Digital Book World, and the AWP Conference, and has served on panels with the National Endowment for the Arts and the Creative Work Fund. Find out more.

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