Marketing is often seen as a flurry of activity—posting on social media, running ads, creating content, and attending networking events. But too many businesses dive straight into these tactics without a clear plan, hoping that something will stick. The result? Wasted time, inconsistent messaging, and little to no return on investment.
The biggest marketing mistake businesses make is focusing on tactics before developing a strategy. Without a strategic foundation, even the most creative campaigns can fall flat. Here’s why strategy must always come before tactics—and how the SOSTAC® planning framework can help you get it right.
What’s the Difference Between Strategy and Tactics?
Before we go further, let’s clarify the difference:
Strategy is the big picture—your overarching plan for achieving business and marketing objectives. It answers the what and why.
Tactics are the specific actions you take to execute your strategy. They answer the how and where.
For example:
Strategy: Build brand awareness among SMEs by positioning our company as the go-to expert in digital marketing.
Tactics: Publish weekly thought leadership blogs, run LinkedIn ads targeting SME owners, and host a free webinar on digital marketing trends.
Without a strategy, you risk using scattered, ineffective tactics that don’t serve a clear business goal.
Why Strategy Comes First
Ensures Marketing is Aligned with Business Goals
Your marketing efforts should support overall business objectives. Without a strategy, marketing teams often chase trends that don’t contribute to long-term success. A well-defined strategy keeps everyone focused on measurable goals.
Prevents Wasted Resources
Without a strategy, businesses invest in activities that don’t generate results. This leads to wasted time and budget. A strategic approach helps prioritise the most impactful marketing activities.
Creates a Consistent Brand Message
Inconsistent messaging confuses potential customers and weakens brand trust. A strategy ensures all marketing efforts align with a core brand message, making it easier to build a strong, recognisable presence.
Improves Decision-Making
A strategy provides a framework for evaluating opportunities. Instead of reacting to every new trend or advertising opportunity, businesses can assess whether it aligns with their goals before investing resources.
Delivers Better Results
Businesses with a clear marketing strategy are more likely to achieve measurable success. A structured approach ensures marketing activities are well-planned, targeted, and optimised for impact.
How SOSTAC® Helps You Avoid This Mistake
The SOSTAC® planning framework, developed by PR Smith, provides a structured way to create a marketing strategy before diving into tactics. Here’s how it works:
Situation Analysis – Where are we now? (Market trends, competitors, strengths, weaknesses)
Objectives – Where do we want to go? (Clear, measurable goals)
Strategy – How do we get there? (Target audience, positioning, key messaging)
Tactics – What do we need to do? (Marketing channels, campaigns, content types)
Action – Who does what, and when? (Implementation and resource allocation)
Control – How do we measure success? (KPIs, analytics, and ongoing optimisation)
By following SOSTAC®, businesses can ensure that strategy drives tactics—not the other way around.
Final Thoughts
Jumping straight into tactics without a solid strategy is one of the biggest mistakes businesses make in marketing. It leads to inconsistent messaging, wasted resources, and disappointing results. By taking the time to develop a strategic marketing plan—using a proven framework like SOSTAC®—you’ll set your business up for sustainable success.
If you want to learn how to build a results-driven marketing strategy, join our upcoming SOSTAC® Marketing Planning Training in May. This practical, hands-on course will equip you with the tools to create a winning marketing plan that delivers real results.
📅 Reserve your spot today! www.lmc-associates.co.uk/sostac-training