I’m a huge fan of using AI to simplify and amplify your content. I’ve put this week’s newsletter into Google’s NotebookLM to create an audio conversation between two AI hosts. The AI version expands on the newsletter and, at times, hallucinates, but I think it’s an interesting way to think about repurposing your content.
Marketing Strategy and Marketing Plans Explained
To build your brand, you need both a marketing strategy and a marketing plan. Each plays a critical role, but they serve different functions:
A Marketing Strategy answers big-picture questions like:
- What are we trying to achieve?
- Why are we doing this in the first place?
A marketing strategy is your long-term vision for engaging with your audience. It’s where you define:
- Positioning
- Value proposition
- Overarching goals
It’s also about selecting your content categories, topics, and platforms.
A Marketing Plan handles the tactical and execution side.
- How are we going to get there?
- What steps do we need to take to achieve the strategy?
The plan is like a shot, providing the nitty-gritty, specific actions and timelines needed to make your strategy come to life. It includes frameworks and templates, and it’s practical, tactical, and ready for immediate use.
While your strategy is the compass guiding you north, the plan is your GPS giving you turn-by-turn directions to your destination, complete with gas station pit stops and coffee breaks.
Developing marketing strategies and plans are things I help clients do as part of The Brand Messaging System™️, which is a proven step-by-step, guided process to help founders get really clear on their message, offer, and marketing so they can clearly articulate who they are and what they do succinctly.
It’s delivered 1:1, mono a mono, typically over 45-60 days. The Brand Messaging System™️ is what founders turn to when they’re starting their business, pivoting their business, or growing their business and know they need a marketing strategy and a plan that connects their message to everything they do.
Breaking It Down: Marketing Strategy vs. Marketing Plan
While the difference may seem clear, let’s break down what makes each one unique and how they differ:
Marketing Strategy:
Your strategy defines the long-term approach and vision for your market engagement.
It’s aligned with your company’s top-level goals and vision. A clear marketing strategy keeps you focused and ensures that every move you make is purposeful.
Think of it as ‘why you do what you do’—like your brand’s essence, but with fewer existential crises. This is the 30,000-foot view, focusing on the bigger picture and laying the foundation for all your marketing efforts.
Marketing Plan:
A detailed marketing plan provides you with execution clarity. A plan allows you to take action and measure progress over time because without a plan, even the best strategies will fall flat.
Your plan is more specific and operational. Focusing on the ‘how’—the friendly GPS voice saying, ‘In 200 feet, order your next round.’
Plans follow a practical methodology, laying out exactly what needs to be done—what channels, content, and tools you’ll use; it’s the step-by-step guide to executing your strategy.
Using Both Builds Awareness for Your Brand
Combining marketing strategies and plans is like having your favorite margarita after a long day; they help you build awareness while also building an audience for your brand.
1 Start with Strategy:
Look at your positioning, customer needs, and your competitors. Set clear, long-term goals for the next 1, 3, or 5 years.
2 Develop a Tactical Plan:
With your strategy nailed down, dive into the details. Identify specific platforms, social media, email marketing, and content to help you execute your strategy. Set timelines and get started.
3 Iterate and Adjust:
Like the creation of a great recipe, while your strategy is long-term, your plan and ingredients should be flexible.
As you learn what works and what doesn’t, refine your recipe and keep your eye on the long-term goal. Your strategy shouldn’t change too often, but adjusting the tactics in your plan is essential for staying agile.
To sum up, a solid marketing strategy gives you the direction and purpose you need to grow your business, while a well-thought-out marketing plan turns that strategy into action.
Last Call: What’s Your Next Step?
So, you’ve got the strategy (your brand’s North Star), and you’ve got the plan (your trusty roadmap). But what happens when the details get fuzzy or you’re unsure if you’re mixing the right ingredients?
That’s where The Brand Messaging System™️ comes in. A 1:1, guided process that unmuddles your message, offer, and marketing into clear-as-a-martini (not a dirty one) clarity in just 45-60 days.
When you’re ready, schedule a call, and let’s chat about your strategy so we can create a plan that works for you.
