What is the first step you’d take when launching a new business? Dive in headfirst and ask questions later? Wrong!
If you know anything about business, you’ll know that the first step in starting your own business is creating a roadmap. This roadmap, also known as a marketing plan, outlines clear goals that you want to achieve, the type of audience you want to attract, your brand positioning, and the strategies you’ll use to reach customers effectively.
There are two different approaches when it comes to marketing plan. First, there’s the strategic plan, which focuses on a long-term plan and higher-level goals. Then, there’s the tactical plan, which covers short-term plans and closer-in goals.
Let’s use Duolingo, a language learning app, as an example:
Duolingo strategic plan is what they like to call “The Green Machine”, as stated by their team in the article called “Duolingo’s company strategy: how our mission fuels our growth”. Their main goal is to make education accessible, fun, and free for everyone. Their brand is built around playful learning, with the goal to keep users engaged for months.
But strategy alone won’t keep people active and coming back to learn more. That’s where tactical planning comes into play. Duolingo keeps it fun with its creative and humorous reminders that motivates its users into returning. These everyday nudges include streak reminders, streak rewards, and their infamous guilt-tripping notifications. These tactics are what makes Duolingo known, encouraging their users into returning in fear of losing their streak. Duolingo shows us that strategic and tactical planning are amazing ways to improve a business. Whether it’s a long-term or short-term goal, both go hand-in-hand when building a marketing plan that truly works.
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