Strategy and tactics are at times confusing as they go hand-in hand. Having one without the other is counterproductive. A strategy is an overarching goal, vision or direction a business is looking to take. Whilst tactics are the daily, weekly and monthly actions that a business will use to achieve their goals.

For every strategy, there can be many tactics. Here are examples of some of them.

The Strategy

To focus on building strong relationships with customers by understanding their needs and providing excellent customer service and staying in regular contact to maintain the relationship.

The tactics would be based on the form of communication that you use, is it via email, telephone, face-to-face, in person. The frequency and language.

  • Active Listening: Train your customer service team to actively listen to customers during interactions. Encourage them to ask open-ended questions to understand the customer’s needs and preferences better.
  • Customer Surveys and Feedback: Regularly solicit feedback from customers through surveys or feedback forms. Analyse the data to identify areas for improvement and address any concerns promptly.
  • Personalization: Use customer data to personalize your interactions. Address customers by their names, recommend products or services based on their past purchases, and tailor your communication to their preferences.
  • Timely Responses: Respond to customer inquiries and issues promptly. Establish clear response time goals and meet or exceed them consistently.
  • Social Media Engagement: Engage with customers on social media platforms by responding to comments, messages, and mentions. Address both positive and negative feedback publicly to demonstrate your dedication to customer satisfaction.


The Strategy

Leverage social media platforms, such as LinkedIn, Facebook, Instagram etc. To build brand awareness, engage with potential customers and promote your products and services.

The Tactics will depend on your content. Will you using storytelling to connect with potential customers or to illustrate how your products or services have helped other customers? Will your content be educational to build credibility? Will you use testimonials? What Images will you use, if any? How often will you post.

These tactics would vary based on the platform.

  • Optimize Your Company Page: Create a professional and compelling LinkedIn company page. Use high-quality images, a clear description of your business, and relevant keywords to help users find your page.
  • Publish Engaging Content: Share informative and valuable content related to your industry, products, and services. Focus on thought leadership and providing solutions to common problems your target audience faces.
  • Participate in Groups: Join LinkedIn groups relevant to your niche and actively participate in discussions. Be helpful, offer insights, and avoid overtly promoting your products to build credibility.
  • Engage with Your Audience: Respond promptly to comments, messages, and reviews. Encourage discussions and user-generated content to foster a sense of community around your brand.

The Strategy

To expand your product or service offerings, to meet the evolving needs of your customers. This can help to differentiate your business and provide additional value to customers.

Your tactics would be based on how you market and promote these to your customers

  • Email campaigns: Create targeted email campaigns to announce your new offerings, offer special deals, and keep your audience informed about updates.
  • Organize webinars or live demos: Showcase your new products or services in action. Interact with the audience, answer questions, and address their concerns directly.
  • Encourage customers to try out your new offerings: Provide limited-time discounts or exclusive deals to early adopters.
  • Invest in high-quality images and videos: To showcase your new products or services. Visual content is more engaging and memorable than plain text.

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