Many marketing plans falter not because the ideas are weak, but because they are never translated into concrete actions. The way a marketing tactic is phrased can be the difference between a document that guides a team and one that is forgotten. Moving from a broad vision to a specific, executable step requires a disciplined approach to language. This ensures every proposed action is clear, measurable, and linked to the overall marketing effort.
Differentiating Goals, Strategies, and Tactics
To effectively phrase a tactic, one must first understand its place in the marketing hierarchy. At the top are goals, which are the broad, primary outcomes the business aims to achieve. A goal is a destination, for example, “Increase online sales by 20% within the next fiscal year.” It is an overarching objective that provides direction for all subsequent marketing efforts.
Supporting the goal is the strategy, which outlines the approach you will take to get there. A strategy is the “how” of the plan; it is the path chosen to reach the destination. For the goal of increasing online sales, a relevant strategy might be, “Utilize content marketing to attract and engage qualified leads.” This defines the method but does not detail the specific actions.
Tactics are the specific, tangible actions taken to execute the strategy. Continuing the example, a tactic to support the content marketing strategy would be, “Publish two search engine optimized (SEO) blog posts per week on topics relevant to our target audience.” Each tactic is a concrete task that, when combined with others, brings the strategy to life and moves the company closer to its goal.
The Anatomy of a Well-Phrased Tactic
A well-phrased tactic is a detailed instruction that leaves no room for ambiguity. To ensure clarity and accountability, each tactic should contain several distinct components. A useful framework for this is the SMART mnemonic, which stands for Specific, Measurable, Achievable, Relevant, and Time-bound. This structure turns a vague idea into an actionable plan.
The first element is a specific action that clearly states what needs to be done. Following this is a measurable key performance indicator (KPI), which is the metric used to gauge success. Without a KPI, it is impossible to know if the tactic was effective. For instance, instead of “post on social media,” a measurable tactic would specify “increase Instagram engagement by 15%.”
Every tactic also requires a defined timeline with a specific start and end date. A budget must also be allocated, detailing the financial resources dedicated to the tactic. The final component is assigning an owner, the individual or team responsible for its execution, which creates clear accountability.
Using Action-Oriented and Specific Language
The language used to phrase a tactic is as important as its components. To drive execution, every tactic should begin with a strong, action-oriented verb. Words like “launch,” “publish,” “create,” “implement,” and “test” immediately signal that the statement is an instruction to be carried out. This approach eliminates the passive tone found in less effective plans.
Vague phrasing is the enemy of an actionable marketing plan. A statement like “improve our social media presence” provides no clear direction. A much stronger phrasing would be, “Launch a four-week Instagram Reels campaign targeting women aged 25-40, with the goal of increasing follower count by 500.” This version is specific, measurable, and leaves no doubt about the required action.
This level of specificity ensures that everyone on the team understands their responsibilities and the desired outcome. It transforms an abstract idea into a concrete task with a clear purpose. By using direct and unambiguous language, you create a marketing plan that is a practical guide for day-to-day activities.
Examples of Phrasing Marketing Tactics
Social Media Tactic
A poorly phrased tactic might be: “Do more on TikTok.” This statement lacks specific direction, making it impossible to execute or measure.
A well-phrased version would be: “Launch a three-part TikTok video series in Q3, created by the social media manager, targeting Gen Z consumers. Each video will showcase a different use case for our product and will be supported by a $500 ad spend to amplify reach. The goal is to achieve 100,000 total views and a 5% engagement rate.”
Content Marketing Tactic
An ineffective content marketing tactic is: “Write more blogs.” This gives no guidance on topic, frequency, or purpose.
A more effective phrasing would be: “Publish one 1,500-word, SEO-optimized blog post every Tuesday for the next six months, written by the content marketing specialist. Each post will target long-tail keywords related to ‘sustainable home goods’ and include at least three internal links to product pages. The KPI is to increase organic traffic to the blog by 25% quarter-over-quarter.”
Email Marketing Tactic
An example of a poorly phrased email tactic is: “Send emails to customers.” This is too general and does not specify the purpose or target of the emails.
A well-phrased email tactic would be: “Implement a five-part automated welcome email sequence for all new subscribers, to be completed by the email marketing coordinator by the end of the month. The sequence will nurture new leads by offering a 10% discount and sharing brand stories. Success will be measured by a 25% open rate and a 5% click-through rate.”
Paid Advertising Tactic
A vague paid advertising tactic might be: “Run Google Ads.” This fails to specify the campaign’s focus, budget, or success metrics.
A strong, actionable version would be: “Launch a Google Ads campaign in October, managed by the digital advertising manager, with a budget of $2,000. The campaign will target users searching for ‘vegan leather bags’ in the United States and direct them to a dedicated landing page. The primary goal is to generate 50 qualified leads at a cost per acquisition of $40 or less.”
Integrating Tactics into Your Marketing Plan Document
Once your tactics are clearly phrased, their presentation within the marketing plan is the final step. A disorganized list of actions can be as confusing as vaguely worded tactics. The goal is to present the information in a format that is easy to scan and understand.
A highly effective method for organizing tactics is to use a table. This format allows you to neatly arrange all the components of each tactic in a structured way. Create columns for each element: “Tactic,” “Owner,” “Timeline,” “Budget,” and “KPI.” This layout provides a comprehensive overview of the execution plan in a single view.
This structured approach ensures that all necessary information is readily available and aligned with strategic goals. It allows team members to quickly see who is responsible for what, when it is due, and how success will be measured. By integrating your tactics into an organized document, you create a practical tool that will guide your team’s efforts.