Marketing Strategy vs. Marketing Tactics: Being Busy With Marketing Is Not the Same as Having a Strategy

You're posting on Instagram three times a week. You have a Facebook page. You send an email newsletter when you have time. You've experimented with Google Ads, started paying more attention to SEO, and someone told you short-form video is essential, so you're trying to create more Reels. You've heard blogging can help customers find you through search. You're experimenting with AI to create content faster. One of your competitors suddenly seems to be everywhere on social media, which has you wondering whether you should be doing more there too.

You're doing a lot of marketing.

But do you actually have a marketing strategy?

Those are not necessarily the same thing.

In fact, confusing marketing strategy with marketing tactics may be one of the most common, and expensive, mistakes small-business owners make. Posting on Instagram is not a marketing strategy. Running Facebook or Google Ads is not a marketing strategy. Starting a podcast isn't a marketing strategy. "We need to do more video" isn't a strategy. Neither is blogging, SEO, email marketing, influencer marketing, direct mail, networking, webinars, artificial intelligence, or posting five times a week.

Those are marketing tactics, channels, tools, and activities.

A marketing strategy explains why you're using them. It establishes what the business is trying to accomplish, whom you're trying to reach, what those customers need, how you want the company positioned, why customers should choose you, which messages matter, where you should invest your resources, and how your marketing activities work together to produce meaningful business results.

Marketing tactics are the specific actions you take to execute those strategic choices.

The difference might sound academic until you look at what happens when a business has plenty of tactics but no clear strategy. Marketing becomes an endless list of things the owner is supposedly failing to do enough of. Post more. Send more emails. Make more videos. Start another account. Run ads. Write blogs. Improve SEO. Use AI. Automate. Get more reviews. Try this platform. Test that tool. Follow this trend.

For the time-strapped small-business owner already balancing customers, employees, operations, finances, family responsibilities, community commitments, and the future of the company, marketing can begin to feel less like a growth engine and more like another full-time job.

Understanding the difference between marketing strategy and marketing tactics changes that.

Because the goal isn't to do more marketing.

The goal is to know which marketing is worth doing.

Marketing Strategy Is the Thinking. Marketing Tactics Are the Doing.

The simplest way to understand marketing strategy vs. marketing tactics is to separate the decisions from the actions.

Marketing strategy establishes the direction. It determines what the business needs marketing to accomplish, which customers matter most, what those customers care about, how the company should be positioned, what competitive advantages deserve emphasis, which messages should be communicated, and which marketing channels are most appropriate.

Marketing tactics are the individual activities used to execute that direction.

Suppose a local service company wants to become the most trusted provider in its market among busy professional women between 35 and 55. Customer research suggests that this audience values expertise, convenience, transparency, recommendations, and confidence that the job will be handled correctly without requiring constant oversight. The business therefore decides to position itself around trust, expertise, and simplicity rather than competing primarily on price.

That's strategy.

To execute that strategy, the company might publish educational blogs answering common customer questions, improve local SEO, actively generate customer reviews, create testimonial videos, send helpful email content, develop a referral program, participate in carefully selected community events, and use targeted digital advertising to reach qualified prospects.

Those are tactics.

The tactics are visible. The strategy is what makes them make sense.

Strategy asks: Who are we trying to reach? What are we trying to accomplish? What does the customer need? What do we want to be known for? Why should someone choose us? What opportunities deserve our resources? How should our marketing channels work together? What does success look like?

Tactics ask: Should we create a Reel? Should we publish another blog? Should we run an ad? Should we send an email? Should we attend this event? Should we launch a webinar? Should we create a lead magnet? Should we use this AI tool?

The tactical question is what should we do?

The strategic question is why should we do it?

That little word, why, can save a business an extraordinary amount of time, money, and frustration.

The Most Expensive Marketing Sentence May Be "We Should Be Doing..."

Small-business owners hear this constantly.

You should be posting every day. You should be doing more video. You should be on TikTok. You should start a podcast. You should use influencers. You should run Facebook Ads. You should use AI. You should blog every week. You should send more emails. You should improve your SEO. You should create a funnel. You should automate everything.

By the time you've finished listening to everyone explain what you should be doing, you need a second business just to manage the marketing for the first one.

The problem isn't necessarily that any of those recommendations are wrong.

The problem is that they're incomplete.

You should create more video if video supports a defined marketing objective and your target audience consumes information that way. You should invest in SEO if search visibility matters to the way prospective customers discover, research, and evaluate businesses like yours. You should use email marketing if maintaining and nurturing direct relationships with prospects and customers supports your customer journey and business model. You should advertise if the audience, offer, economics, conversion process, and available budget justify the investment.

You should use artificial intelligence if it helps your business improve marketing efficiency, analysis, personalization, research, content production, customer experience, or automation without sacrificing the strategy and distinctive brand identity that make your company worth choosing.

Without that strategic context, "You should be doing..." becomes marketing peer pressure.

And marketing peer pressure is expensive.

It encourages business owners to add tactics because competitors are using them, because someone spoke enthusiastically about them at a conference, because a platform declared them essential, or because the tactic happens to be receiving attention right now.

Strategy gives you a filter.

Instead of asking, "Should we be doing this too?" you can ask, "What strategic objective would this help us accomplish?"

If there isn't a good answer, you may have just identified something you don't need to do.

Tactics Feel Productive Because You Can See Them

There is a reason businesses naturally gravitate toward tactics.

Tactics are tangible.

You can publish the post, send the email, launch the ad, record the video, attend the event, schedule the campaign, create the landing page, install the software, and check something off the list.

Activity creates a satisfying sense of progress.

Strategy is less immediately gratifying because it requires thinking before doing. You have to understand the customer, analyze the market, define objectives, make choices, establish positioning, evaluate competitors, determine priorities, understand available resources, and decide what you are not going to do.

That last part is particularly important.

Good strategy does not simply tell you what to do.

It tells you what not to do.

That is much harder than adding another item to the marketing calendar.

Imagine getting into your car and deciding you're going to make progress today. You drive for four hours. You take I-540, switch to I-40, change highways several times, use a quarter tank of gas, and cover 200 miles.

There was plenty of activity.

But if you never decided where you were going, how do you know whether you made progress?

Marketing works the same way.

A business can publish 150 social media posts, create 50 videos, send 24 email campaigns, write 20 blogs, attend 15 networking events, spend $10,000 on advertising, and generate thousands of website visits.

Those numbers prove that marketing activity occurred.

They don't necessarily prove that the business moved closer to an objective.

A tactic gives you the satisfaction of motion. Strategy determines whether you're moving in the right direction.

Athena Would Choose the Battle Before Choosing the Weapon

At The Marketing Goddess, our approach to marketing draws inspiration from Athena, the Greek goddess associated with wisdom, rationality, craft, strategy, and tactical warfare. That philosophy offers a particularly useful way to understand the difference between marketing strategy and marketing tactics.

Imagine Athena preparing for battle by walking into the armory and announcing, "Spears are trending. We should definitely use more spears."

Ridiculous.

Before selecting the weapon, she would understand the objective. She would study the terrain, assess the opposition, evaluate available resources, identify opportunities and vulnerabilities, consider possible outcomes, and determine what victory actually looked like.

Then she would choose the appropriate tactics.

Modern marketing should work the same way.

Instagram may be useful. Email may be useful. SEO may be useful. Paid advertising may be useful. Video may be useful. AI may be extraordinarily useful. But none of those tools can tell you which battle your business should be fighting.

Strategy chooses the battle. Tactics determine how you fight it.

That is why beginning a marketing conversation with "We need more Instagram" or "We need to do more video" is backward.

Maybe you do.

But first tell me what you're trying to accomplish.

Start With the Business Objective, Not the Marketing Channel

One of the simplest ways to improve a small-business marketing strategy is to stop beginning with platforms.

Instead of asking what the business should post on Instagram, ask what the business needs marketing to accomplish.

Perhaps you need more qualified leads. Maybe you need greater brand awareness within a particular geographic market. Perhaps customers purchase once but rarely return, making customer retention a larger opportunity than customer acquisition. Maybe the company receives plenty of inquiries, but most of them are poor fits. Perhaps the business is introducing a new service, entering a new market, or trying to increase average customer value.

Maybe referrals produce excellent customers but happen unpredictably. Perhaps website traffic is strong, but conversion rates are weak. Maybe people know your company but don't understand how your services differ from competitors. Perhaps your business is growing, but marketing remains almost entirely dependent upon the owner's personal relationships and constant involvement.

Those are business problems and opportunities.

Marketing strategy begins there.

Only after the objective is clear should you determine which marketing tactics are most appropriate.

If the problem is low local brand awareness, the tactical mix might include local SEO, customer reviews, community partnerships, public relations, social media, geographically targeted advertising, sponsorships, and events.

If the problem is poor customer retention, pouring more money into new customer acquisition may be the wrong move. Email marketing, customer experience improvements, loyalty initiatives, remarketing, personalized communication, referral programs, and post-purchase nurturing may deserve greater attention.

If the business has plenty of website traffic but very few leads, generating even more traffic may not solve the problem. Conversion rate optimization, stronger calls to action, clearer messaging, improved landing pages, better offers, trust signals, and customer journey improvements might matter more.

Same business.

Different objective.

Different strategy.

Different tactics.

That is why tactics cannot be evaluated intelligently outside the strategy they are supposed to support.

Your Customer Should Determine More of Your Marketing Than the Algorithm Does

Once the business objective is clear, the next strategic question isn't "What should we post?"

It is: Whose behavior needs to change for us to accomplish this objective?

That's where customer understanding becomes essential.

Who is she? What is she trying to accomplish? What frustrates her? What does she worry about? What has she already tried? What objections might prevent her from buying? What does she value? What makes her trust a business? What information does she need before she feels comfortable making a decision? Where does she research solutions? Whom does she ask for recommendations? What would cause her to choose you instead of an alternative?

For a busy small-business owner herself, this customer-centered thinking can sometimes feel like one more thing to research. In reality, it simplifies everything that comes afterward.

The better you understand the customer, the easier it becomes to choose marketing tactics.

You no longer need to be everywhere.

You need to be where the right customer can meaningfully encounter you.

You no longer need to talk about everything.

You need to talk about the things that help the customer understand why your business is relevant to her.

You no longer need to chase every trend.

You need to create messages that connect your customer's needs with the value your business provides.

Customer research, buyer personas, audience segmentation, reviews, sales conversations, search behavior, analytics, direct messages, FAQs, and customer interviews aren't separate marketing exercises.

They are strategic intelligence.

And the tactics should follow that intelligence.

Strategy Determines What You Want to Be Known For

Another major difference between strategy and tactics is that strategy determines your positioning.

What do you want customers to think about your business?

Why should they choose you?

What do you want to be known for?

What problem do you solve particularly well?

Which customers are you best equipped to serve?

What makes your approach meaningfully different from alternatives?

What should someone say when recommending your company?

Without clear positioning, marketing tactics simply distribute generic messages more efficiently.

A business can run sophisticated Facebook Ads, create beautiful Instagram Reels, rank on Google, publish weekly blogs, and send professionally designed emails. But if the customer encounters all of that marketing and still cannot determine why she should choose the company, tactical excellence cannot completely compensate for strategic weakness.

Marketing cannot amplify a distinction that hasn't been defined.

This is why "we need better social media" may not actually be the problem.

Perhaps you need clearer positioning.

"We need better ads" might really mean you need a stronger offer.

"We need more website traffic" might actually mean you need a clearer customer journey.

"We need more leads" might mean you need better targeting.

"We need more engagement" might mean your content doesn't address anything your customer finds particularly relevant.

Sometimes the tactic is not broken.

The strategy underneath it is.

"Do More Video" Is Not a Strategy

Video provides an excellent example because businesses hear this recommendation constantly.

You need more video.

Okay.

Why?

Are you trying to humanize the brand? Demonstrate a complicated product? Build trust? Answer common customer questions? Show before-and-after transformations? Establish thought leadership? Increase social media reach? Improve conversion rates on a landing page? Create searchable educational content? Showcase customer testimonials? Explain a process customers find intimidating?

Those are different strategic objectives.

They require different types of video.

A 15-second Instagram Reel, a two-minute customer testimonial, a product demonstration, a long-form YouTube tutorial, a webinar, a founder story, and a short FAQ video are all technically video content.

They are not strategically interchangeable.

Saying "we need more video" is a little like saying "we need more words."

For what?

The format isn't the strategy.

The same applies to social media. "We need to improve our Instagram strategy" sounds strategic until you ask what Instagram is actually supposed to accomplish. Is its job brand awareness, community engagement, customer education, social proof, website traffic, lead generation, recruitment, customer retention, thought leadership, or direct sales?

Different objectives require different content, calls to action, formats, publishing decisions, and measurements.

That's why saying "Instagram isn't working" doesn't tell you very much unless you've first defined what Instagram was hired to do.

Give Every Marketing Channel a Job

One of the best ways to simplify an overwhelming marketing ecosystem is to give every major channel a job.

Your website might be responsible for establishing credibility, explaining services, answering key questions, demonstrating proof, capturing leads, and converting high-intent visitors.

SEO might help prospective customers discover your business when they're actively searching for answers or solutions.

Social media might build awareness, personality, community, familiarity, and ongoing engagement.

Email marketing might nurture prospects, strengthen existing customer relationships, promote relevant offers, distribute useful content, and encourage repeat business.

Paid advertising might accelerate targeted reach and customer acquisition.

Blogging might support search visibility, demonstrate expertise, answer customer questions, strengthen topical authority, and provide evergreen content that can be repurposed elsewhere.

Community events might build local awareness, relationships, partnerships, trust, and referrals.

Public relations might increase credibility and introduce the company to audiences it would be difficult to reach independently.

Now your marketing ecosystem begins to make sense.

Instead of expecting every channel to do everything, each channel performs a strategic role within the larger customer journey.

This also makes measurement more intelligent because you stop judging every tactic according to the same metric.

Customers Don't Experience Your Marketing in Separate Boxes

A prospective customer might see one of your Facebook posts and continue scrolling. Three weeks later, she searches Google for something related to your service and recognizes your company name. She visits your website, reads an article, and leaves without contacting you.

A month later, a friend recommends your company.

Now that familiar name has social proof attached to it.

She returns to the website, reads testimonials, follows you on social media, subscribes to your email list, and eventually schedules a consultation.

Which tactic generated the customer?

Facebook?

SEO?

The blog?

The website?

The referral?

Email?

Probably some combination.

This is why strategy matters so much.

Individual marketing tactics shouldn't behave like separate islands competing for credit. They should work together to move prospective customers through awareness, consideration, trust, decision, purchase, retention, and advocacy.

The customer doesn't care which marketing channel receives attribution.

She experiences one brand.

A strong marketing strategy understands that journey and assigns different tactics appropriate roles within it.

Strategy Protects Your Marketing Budget and Your Time

For small businesses, marketing strategy isn't an academic luxury.

It is financial protection.

You don't have unlimited money, which means every dollar allocated to one marketing tactic is unavailable for something else. Without strategic direction, businesses often distribute marketing budgets according to urgency, enthusiasm, competitor behavior, or whoever made the most persuasive sales presentation that week.

A salesperson says Google Ads are essential, so money goes to Google Ads. Someone says short-form video is everything, so money moves to video. An SEO provider explains why rankings matter, so now there's an SEO contract. An AI company demonstrates an impressive platform, so another subscription appears on the credit card.

Eventually, the business has assembled a collection of marketing expenses rather than a marketing strategy.

Strategic budgeting works differently. It asks which business objectives matter most, which customer segments offer meaningful opportunity, which channels are best positioned to influence those customers, which tactics have evidence supporting them, what resources execution will require, and how performance will be evaluated.

That doesn't guarantee every marketing investment will work. Marketing involves testing, learning, and uncertainty.

But strategy gives you a rational reason for making the investment.

It also forces you to recognize that "free" marketing isn't necessarily free.

Organic social media may not require a media budget, but if the owner spends ten hours every week creating content that generates little business value, that activity has a cost. Time has a cost. Opportunity has a cost. Bad leads have a cost. Poorly targeted advertising has a cost. Constantly abandoning one tactic for another has a cost.

For a time-strapped business owner, return on time deserves consideration alongside return on investment.

The cheapest tactic is not necessarily the most economical one.

Stop Copying Your Competitors' Tactics Without Knowing Their Strategy

Competitor analysis is valuable. You should understand what businesses in your market are doing, how they position themselves, what customers say about them, where they appear strong, and where opportunities may exist.

But there is a danger in copying what you can see.

What you can see is usually the tactic.

You see your competitor's videos, social posts, advertisements, podcast, website redesign, event sponsorship, influencer partnership, or new content series.

What you cannot necessarily see is the strategy behind those decisions.

Perhaps their objective is completely different from yours. Maybe they're entering a new market, recruiting employees, targeting a different customer segment, trying to reposition the brand, or investing aggressively because their customer economics allow them to spend far more on acquisition.

Perhaps the tactic you're admiring isn't working at all.

You don't know.

Copying another company's tactics without understanding the strategy is like seeing someone sprinting through an airport and deciding you should start running too.

Maybe they're late for a flight.

Maybe you're standing at baggage claim.

Context matters.

Athena studied opponents to gain intelligence. She didn't surrender her own strategic judgment and simply imitate whatever weapon somebody else happened to be carrying.

Your competitors should inform your strategy.

They should not become your strategy.

Strategy Is Also Knowing What Not to Do

This may be one of the most valuable benefits of having a clear marketing strategy.

You can say no.

You don't need that platform right now. You don't need to participate in that trend. You don't need another software subscription. You don't need to start a podcast simply because competitors have one. You don't need to completely change your content strategy because one Reel underperformed. You don't need to chase every new AI marketing tool. You don't need to spend money on an advertising opportunity simply because the salesperson says the offer expires Friday.

Strategy gives you criteria.

Without criteria, every new marketing idea becomes a possible obligation.

For the business owner already overwhelmed by digital marketing and worried that more digitally savvy competitors might be pulling ahead, that can create a constant sense of inadequacy.

There's always something else you could be doing.

Strategy replaces that anxiety with prioritization.

Sometimes the smartest marketing decision is deciding what not to do.

Strategy Should Be Stable Enough to Guide You and Flexible Enough to Learn

Having a marketing strategy doesn't mean creating a document in January and blindly following it until December regardless of what happens.

That's not strategy.

That's stubbornness with a spreadsheet.

Good strategy provides direction while allowing tactical adaptation.

Suppose your business objective, target audience, positioning, and core value proposition remain sound, but marketing analytics reveal that one channel consistently produces stronger qualified leads than another.

Adjust the tactical mix.

Perhaps customer behavior changes. Adjust.

A new competitor enters the market. Evaluate the implications.

Search behavior evolves. Respond.

A social media platform changes its algorithm. Determine whether the change materially affects your execution.

A new AI tool creates a genuine opportunity to improve efficiency. Test it.

A campaign performs significantly better than expected. Determine what can be learned and scaled.

Athena represents adaptability as much as planning.

Strategy should create stability without rigidity.

The destination can remain the same while you choose a better road.

AI Is a Powerful Marketing Tool. It Still Isn't Your Marketing Strategy.

Artificial intelligence has created another wave of confusion between strategy and tactics.

Businesses hear that they need an "AI marketing strategy," and sometimes what follows is simply a list of tools.

We're using AI for social media captions. We're generating images. We're automating emails. We're creating blog drafts. We installed a chatbot. We're repurposing videos.

Those may be excellent uses of artificial intelligence.

But installing technology does not create strategy.

The strategic questions remain the same.

Who is the customer? What problem are we solving? What does the business need marketing to accomplish? What does the customer need to understand? How should the company be positioned? What makes the brand distinctive? Where can AI meaningfully improve efficiency, analysis, personalization, or execution? Which interactions should remain highly human? How will we protect brand authenticity? How will we know whether the technology is improving results?

AI can dramatically accelerate marketing execution.

But acceleration is valuable only when you're traveling in the right direction.

Otherwise, you've simply found a faster way to get lost.

This distinction will become even more important as AI makes content production easier. When businesses can produce more social media posts, emails, videos, blogs, graphics, and advertising variations with fewer resources, the competitive advantage will not simply be producing the most marketing.

It will be knowing what is worth producing.

That's strategy.

A Marketing Strategy Should Make the Owner's Life Simpler

For the busy small-business owner, one of the greatest benefits of strategy is simplification.

A clear marketing strategy reduces decision fatigue.

You shouldn't have to wake up every morning wondering what the business should post. Strategic content pillars should already be based on customer needs, business objectives, brand positioning, and the customer journey.

You shouldn't constantly wonder which platforms deserve attention. Those channels should have been selected because they serve a strategic purpose and align with audience behavior, available resources, and measurable objectives.

You shouldn't have to evaluate every new marketing trend from scratch. Strategy gives you criteria for deciding whether it deserves attention.

And you shouldn't have to personally oversee every tactical detail simply to feel in control.

Real control comes from understanding what is being done, why it is being done, what objective it supports, who is responsible, and how success will be evaluated.

That is empowerment.

The owner can remain the source of expertise, vision, values, customer knowledge, and strategic direction without becoming the person manually responsible for every caption, graphic, email, blog, ad, analytics report, automation, and platform update.

Marketing should support the business.

It should not consume the person who built it.

Give Every Marketing Tactic a Reason to Exist

There is a simple exercise that can reveal whether your business has a strategy or merely a collection of marketing activities.

Write down everything you're currently doing to market the business: Facebook, Instagram, LinkedIn, email marketing, SEO, blogging, Google Ads, Meta Ads, direct mail, networking, community events, sponsorships, webinars, video, AI tools, referral programs, public relations, or anything else receiving time or money.

Then, beside each one, complete this sentence:

"We are doing this because..."

"We post on Instagram because businesses are supposed to be on Instagram" isn't a strategic answer.

"We use Instagram because a meaningful portion of our target audience spends time there, visual education helps customers understand our service, and the platform gives us an effective way to build familiarity, demonstrate expertise, showcase social proof, and move interested prospects toward our website and email list" is strategic.

"We blog because Google likes blogs" isn't particularly strategic either.

"We publish search-optimized educational content because prospective customers actively search for answers to these questions, those searches represent opportunities to introduce our expertise, and the articles continue attracting relevant traffic while also providing content for email, social media, sales conversations, and AI-powered discovery" is much stronger.

Every tactic should have a reason to exist.

Every reason should connect to an objective.

Every objective should connect to the business.

That is how random marketing activity becomes a marketing system.

Measure Tactics According to the Jobs They Were Given

Once every tactic has a defined strategic purpose, marketing analytics become considerably more useful.

Don't evaluate an awareness tactic solely according to immediate sales. Don't evaluate a lead-generation campaign according to likes. Don't evaluate SEO according to follower growth. Don't judge email marketing based on Instagram engagement. Don't evaluate a customer-retention campaign according to how many new leads it produced.

The metric should match the mission.

If the objective is awareness, relevant reach, impressions, branded search activity, direct traffic, and recognition may matter.

If the objective is lead generation, qualified leads, conversion rates, cost per lead, cost per acquisition, and sales conversion deserve attention.

If the objective is customer retention, repeat purchases, renewals, referrals, churn, and customer lifetime value may be more meaningful.

If the objective is content marketing and search visibility, organic rankings, qualified traffic, engagement, assisted conversions, leads, and long-term search performance may matter.

This is why "Did our marketing work?" is often too broad a question.

A better question is: Did this marketing activity perform the job our strategy assigned to it?

Now data becomes useful rather than merely interesting.

Stop Asking What You Should Be Doing and Start Asking Why

The small-business owner does not need another person telling her to do more.

She already has enough to do.

What she needs is clarity.

Which customers matter most? What does the business need marketing to accomplish? What should the company be known for? What messages matter? Which marketing channels deserve attention? What can safely be ignored? Where should money be invested? Which activities should be automated? Which interactions should remain human? What does success actually look like?

That is what strategy provides.

Athena's wisdom wasn't valuable because she possessed the most weapons.

It was valuable because she understood which weapon belonged in which battle and why.

Your marketing should work the same way.

Instagram isn't the strategy.

Video isn't the strategy.

SEO isn't the strategy.

Email isn't the strategy.

Advertising isn't the strategy.

AI isn't the strategy.

They are tools, channels, and tactics.

And a tool becomes valuable when someone with a clear objective understands when, where, why, and how to use it.

So the next time someone tells you that your business absolutely needs to do more video, post more frequently, get on TikTok, start a podcast, run ads, use a particular AI platform, or adopt whatever marketing tactic is having its moment, don't immediately add another obligation to your already impossible list.

Ask the strategic question first.

Why?

What business objective does this support? Which customer does it serve? What problem does it solve? Where does it fit within the customer journey? What resources will it require? What should happen as a result? How will we know whether it worked?

If there are good answers, you may have found a tactic worth pursuing.

If there aren't, you may have discovered something even more valuable:

A tactic you can confidently ignore.

Because being busy with marketing is not the same thing as having a marketing strategy.

And the goal isn't to do more marketing.

The goal is to make every piece of marketing you choose to do have a reason to exist.