Hey there, welcome to Aussie Online Growing on Shopify! Over the past few weeks, while managing my Shopify store and expanding my podcast’s social channels, I've been inundated with sponsored posts and emails from so-called "gurus" pitching their secrets to business success.
Many of these pitches misuse the term "strategy," confusing it with mere tactics!
If you're new to the online business world or looking to grow your Shopify brand, this episode aims to clarify the distinction between strategy and tactics and help you make more informed decisions.
Strategy vs. Tactics: Understanding the Difference
When building a small online business, it's crucial to differentiate between strategy and tactics. A strategy is a comprehensive plan designed to achieve long-term goals, while tactics are specific actions or methods used to implement the strategy. Unfortunately, many online gurus package tactics as strategies, which can be misleading and counterproductive.
Real-World Examples
To illustrate this, let me share two examples:
TikTok Video on AI: A TikTok video claimed you could start a six-figure business with $0 using AI. This is a tactic, not a strategy. It’s a trendy, shiny idea that might catch your attention but lacks the depth and planning of a true strategy. [This one is totally a tactic pitched as strategy - it's not strategy].
Email from a Melbourne Agency: This email offered to audit my website and identify gaps based on industry benchmarks. This is a strategy. It involves comprehensive analysis and long-term planning to improve my business performance. [This one is definitely strategy and it is pitched appropriately... it will have tactics inside of it but the overall content I was pitched as a small business owner is strategy].
Identifying Strategies and Tactics
Here are five questions to help you discern whether you’re being pitched a strategy or a tactic:
Does it fit into a customer journey?
Does it make common sense for your industry or niche?
Can it be measured?
Does it feel like a quick fix?
Is it presented as a secret?
Why Strategies Matter
Strategies involve fundamental work that may seem mundane but are crucial for long-term success. For example, mapping out a customer journey, analysing return on investment, and understanding your market are essential strategic activities. Tactics, on the other hand, are specific actions like using a trending TikTok sound or running a short-term promotion.
My Meta Strategy
For a clearer picture, let me share my Meta strategy. This strategy outlines realistic expectations for success on Meta platforms (like Facebook and Instagram):
Build brand awareness.
Gather warm leads and nurture them.
Remind existing customers about your brand.
Attract first-time purchasers.
This strategy is comprehensive and includes various tactics within it. For instance, tactics like using engaging visuals, running targeted ads, or offering discounts fit into this larger strategy.
Conclusion
Remember, not everything presented to you as a strategy is genuinely strategic. Many so-called strategies are just tactics in disguise. Use the questions above to evaluate pitches critically and ensure you focus on real strategies that align with your long-term business goals.
If you need personalized support, feel free to reach out to me at Aussie Online Growing on Shopify and book a FREE 25min Discovery Call (under the Services tab at the top of the page) and we can discuss how I can help you grow your business.
Thanks for tuning in! Don't forget to follow me on social media and I'll see you soon!
Listen to the corresponding podcast episode #089 on my website (Podcast tab at the top of the page) or YouTube, Apple Podcast or Spotify.
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