Too Much Emphasis on Tactics

Gabriel Ryan

Gabriel Ryan also recommends the Evergreen Email Challenge: evergreenemailchallenge.com

Updated:
December 9, 2022
Created:
November 9, 2022

Example

A classic marketing challenge

Let's look at an example of a marketing problem that a lot of businesses might face - a lead magnet that is not converting well:

No image

Tactics

A tactical approach to solving the problem

You can try to solve this conversion problem using popular marketing tactics - running a split test, redesigning the page, adding a social proof widget, etc.

And there’s nothing necessarily wrong with those individual ideas 🙂

But it’s easy to forget that tactics are only a means to an end; they exist as a tool to help execute a bigger system and strategy.

Messing around with the parts of your “funnel” won’t necessarily improve the system as a whole (and may make them worse).

- André Chaperon in "Systems Thinking vs. Funnel Optimization"

Here are some warning signs that appear when there is too much emphasis placed on tactics:

  • Looking for cheap clicks and traffic, without understanding who your ideal customer is
  • Trying to grow your list quickly, before defining what it means for someone to be a part of your community
  • Pushing for a quick purchase, before investing time to educate and provide value
  • Shiny object syndrome

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Marketing System

Use systems thinking to create better marketing experiences

The other way you can try to solve our conversion problem is by starting with a deeper look at your marketing system:

AFTER you define our marketing system and strategies, THEN you can decide which tactics to implement.

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