Marketing strategy vs. tactics: Why it's crucial to know the difference.

Hey there, 

We talked about marketing strategy in the last blog, and how, at times, your marketing efforts seem all over the place. Maybe it’s posting on social media here and there, running a random Google ad, and sending out the occasional newsletter. 

You’re not alone. And, we’re here to help. 

But first, let’s rewind a bit, shall we? 

Strategy = the big picture

Tactics = the steps you take toward that big picture 

Think of marketing like planning a road trip. 

Strategy: This is your overall plan: where you want to go, why you’re going there, and the route you’ll take. 

Tactics: These are the specific actions you take along the way such as stopping for gas, choosing to take a scenic detour, or grabbing snacks. 

Without a clear strategy, you’re just driving aimlessly. You might take a few fun turns, but you’ll probably never reach your destination. 

Real-world examples of strategy vs. tactics 

It’s easy to throw out random definitions, but it’s much easier to show you some real-life examples so you can see the difference for yourself. 

Smol: Reinventing household cleaning 

When people think of cleaning brands, names like Fairy or Tide often spring to mind. But Smol, a UK-based, eco-friendly cleaning company, has carved out a niche by building a marketing strategy rooted in purpose, simplicity, and a direct connection with customers. 

Smol positions itself as a direct-to-consumer disruptor, offering compact, sustainable cleaning products on a subscription basis. Their strategy isn’t just about selling soap – it’s about changing the way people shop, clean, and think about household essentials. 

Let’s break that down. 

What Smol’s marketing strategy is built on 

At the heart of Smol’s strategy is a clear, values-driven mission: to make sustainable cleaning products affordable and accessible to everyone. This mission is underpinned by: 

Sustainability - reducing plastic waste and toxic chemicals 

Affordability - making eco-friendly options viable for more people 

Convenience - simplifying how people shop for cleaning products 

Transparency - being upfront about their ingredients, packaging, and impact 

Their value proposition is simple and compelling: high-performance, cruelty-free cleaning products that are good for the planet and delivered straight to your door – no harsh chemicals, no excess plastic, no hassle. 

This mission-led approach defines their strategy, which focuses on long-term customer relationships, social impact, and brand trust, not just awareness or sales volume. 

• Strategy first, then tactics -From this strong strategic foundation, Smol deploys a series of well-aligned tactics: 

• Direct-to-consumer subscription model -Smol skips the supermarkets in favour of regular home deliveries. This ensures control over customer experience, builds loyalty, and aligns with their convenience-first approach. 

• Educational and ethical storytelling - Smol doesn’t just tell you their products are “green”  they show the why and how. From plastic reduction to cruelty-free testing, they use data and stories to make the case for switching. 

• Free trials and referrals - A risk-free trial offer is a clever way to lower the barrier for new customers. Referral schemes create organic word-of-mouth, led by the community. 

• Bold, simple branding - Their minimalist, colourful packaging makes their products instantly recognisable, and signals a break from the bleach-white, hyper-clinical aesthetic of traditional brands. 

• Purpose-led advertising -A standout example of Smol’s brand in action is their “Sick of Plastic” TV advert – a direct, impactful spot that taps into the everyday frustration of plastic overload in our homes. It uses sharp, relatable storytelling to highlight the environmental toll of traditional cleaning products, while positioning Smol as a smarter, more sustainable solution. The message is clear: there’s a better way, and it’s already on your doorstep. 

 This isn’t just advertising,  it’s mission-led messaging, reinforcing Smol’s values while driving action. It shows how strategy informs creative, not the other way around.  

The ad is a perfect example of how Smol brings its strategy to life: speaking directly to their audience with empathy, simplicity, and personality. 

Why this strategy works 

Smol’s success lies in knowing exactly who they’re talking to - eco-conscious millennials and Gen Z consumers who care about the planet, but who also want convenience, affordability and no-nonsense messaging. These customers are sceptical of greenwashing and expect brands to be authentic and accessible. 

By identifying these needs and values, Smol has crafted a strategy that not only reflects who they are, but fits neatly into modern routines and priorities, mission-first, customer-centred, and digitally native. 

Their marketing isn’t just about clean homes. It’s about smart, sustainable choices, communicated with clarity and backed by purpose. 

Why you’ll fail if you only focus on tactics

It’s easy to get caught up in quick-win tactics, but without a strategy, your marketing will lack focus and fail to connect in a meaningful way. 

Here’s why this is a problem: 

• No clear goals: You’ll end up chasing vanity metrics (likes, shares) without tying them to real business outcomes. 

• Inconsistent messaging: Without a clear brand voice or direction, your marketing will feel scattered and confusing. 

• Wasted resources: You’ll burn time and money on random tactics that don’t drive meaningful results. 

Your turn: Share your marketing challenge! 

We’d love to hear from you: What’s your biggest marketing challenge right now?  Are you struggling with strategy, tactics, or both? Drop a comment below, send us an email at info@bagnamarketing.co.uk or even better, visit us at Rose Bowl for a chat about your marketing strategy.