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Creating a marketing plan

Know the difference between strategic and tactical marketing

In sport, there’s a big difference between strategy and tactics. In marketing, there’s a similar distinction between strategic and tactical marketing. Make sure you are clear about the difference when you start developing your adviser marketing plans.

Your strategic marketing plan will cover the big picture. To create one, you start from the perspective of where you are now, your position in the market and what you need to do to achieve your business objectives. It’s essential to engage with the key decision-makers in your business to get them to buy-in.

Think about your objectives – just exactly what do you want to achieve? It might be increasing sales or market share. Once you’ve covered the ‘what and why’, it’s time to move on to the ‘how?’ This is your tactical marketing plan. With your strategy in place, it’s time to work on exactly what you intend to do to achieve your goals. This could result in targeting a certain part of your client base, running an advertising campaign or even rebranding your business. Essentially it’s a list of things to do; the actions you propose to take to achieve your goals.

Your strategic marketing plan

Whether your focus is on retaining existing clients, acquiring new ones, or re-engaging with lapsed clients, you'll need a marketing strategy to help you achieve this goal.

Use the Marketing Strategy wheel by clicking on each segments to understand the key drivers. Then download and complete the marketing plan template.