The difference between having a strategy and a plan

The difference between having a strategy and a plan

“If You Fail to Plan, You Are Planning to Fail”

– Benjamin Franklin

Are they different or the same? Can you have one without the other?And what about tactics and where do they fit in?
What is a Strategy and what is a Plan?
In a marketing sense, to me the strategy is the understanding of the business and it’s why. The strategy establishes the business’s foundations and therefore knowing or getting to know and analysing the messaging, competition, target audience, goals, market and so on.
The plan is the detailing and the organisation of this strategy into tactics and then implementation. The tactics are the marketing channels you will use to execute your strategy, such as networking, direct mail, emailing, advertising and so on.
These tactics or channels will need implementing in a logical step by step way to maximise on resource, time and budget and then they should be managed and measured to ensure ROI.
In summary the strategy is the why and the plan is the what and when. And your marketing activity all needs planning out.
How they work together? 
Is a strategy helpful for more than just your wider marketing? (not that I like the word “just” in business terms)In my view, yes it is. As well as detailing the foundations of your business as mentioned before, your crafted strategy will act as a flexible and work in progress piece that will underpin all your mini or sub strategies as in your networking strategy, PR and your comms.
If written and created properly, the strategy will change and adapt as you and your business does, so it’s well worth investing in. Having a strategy is like having foundations to build upon, just like you would with a house.
Why you need both a strategy and plan?
Think of it this way, your strategy determines the basics before jumping onto the planning phase.
How many times have you wanted to press fast forward in your business? Many clients I speak with want to naturally fast forward to the shiny stuff eg the website or social media campaign or printed brochure.
I understand the excitement and passion to have this marketing material to showcase and promote, and without sounding like the fun police, but with my marketing hat on you cannot have the shiny stuff without doing the groundwork first and laying out your foundations. So next time you want to press the fast forward button, take a pause, make your plans and do it step by step.
In summary…
strategy = market + advantage + risk (taken from Vaughan Evans’ book called Strategy Plain and Simple).
Your strategy and planning document is the marketing gift that keeps giving!
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Pinpoint Marketing

Guest Expert:

Nicole Martin, founder of the double award winning Pinpoint Marketing Consultancy Ltd, is a passionate marketer and advocate for small businesses. She has over 13 years’ experience with Pinpoint Marketing and over 25 years in general marketing. Pinpoint’s mission is make marketing simple yet effective for busy small business overs who need help and support to get from where they are now to where they want to be.

Introducing Passion to Launch!

Introducing Passion to Launch!

“Do something today that your future self will thank you for”

– Unknown

Are you tired of being trapped in your business?

As entrepreneurs, it’s so easy to get caught up in the trap of having to always find new clients to feed your business. It’s exhausting and can feel as though you are constantly on a never-ending hamster wheel. Meanwhile, you are not developing your exciting new ideas and driving your business forward.

Sound familiar? I’ve been there and I know all too well how real the struggle is!

AND I am guessing you started your business because you wanted to create freedom in your life; freedom to create something you love, something that works for you and not the other way round.

The business you are pouring your heart and soul into IS the vehicle that’s going to drive you to your dreams, but it doesn’t need to be hard. After all, why work hard in your business when you can make your business work hard for you?

Simple… by creating and launching your own digital course.

Once you have a customer base, selling online courses can be a source of passive income.

Your online course can also be used as a marketing tool and to strengthen client relationships. Make use of your online course to demonstrate what your company is all about, and demonstrate what sets you apart from the competition. Build strong bonds with your students and watch as their enthusiasm for your course grows.

But let’s start with what it is.

What is a digital course?

Using an online course to generate passive income is one of the simplest ways to scale a business.

Contrary to popular belief, starting an online course business is relatively simple and inexpensive. All you need to start selling online courses is yourself, a simple website, and a subject that you can teach.

Creating and selling a digital course for your business  gives you the financial and time freedom you desire to make your dreams become reality, AND enable you to…

  • Scale your business
  • Generate money on demand
  • Positively impact the lives of yourstudents
  • Widen your customer base
  • Create a more robust business model
  • Solidify your brand
  • Become the ‘go to’ expert in your space
  • Make money doing something you love
  • Create the life you want for yourself and your family.

Now that businesses are becoming more remote and online, it’s more important than ever to get your courses (and skills!) out there.

More and more people are online.

They work, meet, shop, play, and learn all from the comfort of their own homes. You don’t have to persuade them of the importance of online learning because they already believe it.

So now, what you must do is develop a course that they require, one that will assist them in solving a problem or making their lives easier.

How do I get started?

The best part is that online courses can be created and sold by anyone.

All you need is a little knowledge and the ability to speak passionately about a subject. But if you still have no idea what to do and how to get started, I’ve got you covered.

    Passion to Launch! Kit

    Introducing… Passion to Launch!

    Passion to Launch! is a comprehensive programme that will help you create your digital course so that you can scale your business AND stop trading your precious, limited time for money.

    Throughout the 12-week programme,  where you work closely with me, you will receive:

    • A roadmap to turn your winning idea into a profitable course
    • Resources to help get you started
    • Specific deadlines to work towards
    • Accountability to help you stay on track
    • Support on hand to help you achieve your goals

    As we work through the programme you will be:

    • Pre-work: Nailing your perfect topic
    • Week 1 – Outlining your course strategy
    • Week 2 – Defining & validating your ideal student
    • Week 3 – Clarifying the transformation & course promise
    • Week 4 – Outlining your course structure and content
    • Week 5 – Styling your course
    • Week 6 – Getting tech-savvy
    • Week 7 – Delivering your course
    • Week 8 – Outlining your course offer
    • Week 9 – Creating a killer sales page
    • Week 10 – Creating your visibility plan
    • Week 11 – Choosing your launch style
    • Week 12 – Getting ready for launch

    And you will have access to:

    • 12 weekly ‘live’ training sessions
    • 12 weekly Q&A sessions
    • On-demand pieces of training and quick-win tutorials
    • Recorded replays of all ‘live’ training sessions
    • A private members area
    • A private Facebook group

    And a LIFETIME access to the programme! Plus, lots of valuable bonuses to help you achieve success.

    This programme is perfect for you if:

    • You are ready to take your business to the next level
    • You are bursting with creative ideas and ready to bring them to life!
    • You want to create freedom in your business
    • You want to create a positive impact in the world
    • You are ready to share your knowledge and expertise to support others
    • You are ready to generate more sales and make the money you truly deserve!
    • You are ready to take action!

    This programme is NOT right for you if:


    • You are not prepared to put the work in to make it happen
    • You are not ready to show up for yourself and take a leap of faith
    • You are not ready to break free from the beliefs that are holding you back
    • You enjoy the relentless cycle of having to find new clients to work with
    • You are not ready to invest in your business or yourself.

    In conclusion…

    With the majority of our lives now spent online and our businesses facing constant uncertainty and change, it’s time for you to go out, create an online course, and generate some money!

    It’s not only a way for you to supplement your income, but it’s also a way for you to establish yourself as a subject matter expert who enjoys assisting others. This focuses on building relationships with clients and potential clients, which ultimately brings them back to you in the future.

    Introducing Passion to Launch!


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    How to Monetise Your Expertise

    How to Monetise Your Expertise

    “Knowledge is of no value unless you put it into practice”

    – Anton Chekhov

    What are you an expert in? 

    As an entrepreneur, it’s easy to take your expertise and skills for granted. But did you know that your expertise has a value and that you can sell it? Everyone has a strength or a skill they can capitalise on — it can be parenting, coaching, creative design — the list goes on and on.

    So let’s talk about how you can seize the opportunity, and monetise your expertise to empower your audience to do what you do.

    Finding your zone of genius

    One of the problems entrepreneurs face is identifying the areas they’re already an expert in, and figuring out how to position themselves. To overcome this, make a list of all the things you’re knowledgeable about. Then narrow it down and consider which of these areas might be valuable to others, but also, how motivated you are in teaching it.

    Think of how you will position yourself 

    Let’s face it. Unless you’re working in a very specific niche area (in which case your audience is small), there are going to be people out there who have the same niche and expertise as you, and are bound to end up as your competitors.

    Think about how you want to present your business and yourself in a way that’s fresh, unique, and different. Something that makes you stand out and make people want to choose you among others.


    Know your target market 

    Now on to the audience.

    Before executing your product or service, it’s important to know who your target audience is. Who are they? Where are you most likely to find them? Identifying who your target audience is vital because it will influence how you position yourself, what kind of online presence you want to create, and which platforms to be on.


    Final thoughts 

    We live in the information age where if you have knowledge, you are valuable.

    Monetizing your expertise can be done in several ways, but getting started means understanding the value of your skills and expertise. Who is willing to pay for what you know? What are they willing to pay?

    Developing a one-person consulting business is not for everyone, but it is one way to turn your knowledge into profitable assets. This blog has given you a place to start in developing an action plan that will give you the greatest chance at success.

    Good luck!

    How to monetise your expertise
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    How courses transformed my life!

    How courses transformed my life!

    Change is the end result of all true learning

    – Leo Buscaglia

    Courses transformed my life and now I am doing what I love – every, single day.
    I know this statement sounds dramatic (and I am really not a dramatic person) but it’s true. They helped me to change the course of direction I was on and gave me the tools and tactics needed to up level myself so that I could cultivate real change in my life.
    I spent so long daydreaming about what my life could be like and from the moment I started working, I developed this hole inside that felt empty and hollow. I’ve always been ambitious even from a very young age. I used to daydream about the job I would have once I left school and how I would start at the bottom of the ladder and aim towards the top.
    You see, taking courses helped me to upscale and changed direction in my life as they equipped me with the knowledge and understanding I needed to pursue my passions and dreams. I took courses over a five-year period, which helped me understand the industry. Taking courses individually gave me the understanding and the skills I needed to make the change and the shift I wanted so badly in my life. 
    I realised at the age of 22 that I now wanted to pursue the career I’d fallen into. I left school, not knowing what I wanted to do. However, I wanted to do something that I was passionate about. So I decided in my early 20s to attend evening school to figure out what I wanted to do in my career. Had I not been able to do this, I would have been stuck and felt I had no options available. Taking courses gave me insight and developed my understanding, and inspired my passion further. 
    I wanted to focus my energies on areas that meant something to me — not just showing up to a job or partying. I want to be and feel inspired and inspire others as well. Thus the reason for taking up courses. Not only did it give me insight, but it allowed me to: 
    • Understand in-depth knowledge of both the industry and the career I was choosing
    • It gave me the confidence needed to be able to follow through on what was really important for me 
    • Feel in control 
    • Being able to provide courses that allow others to thrive and elevate themselves to a higher tier in their life. 
    Had I not taken the path I’ve taken and done the courses I needed to take, I wouldn’t be where I am now. Today, I have a successful Brand Studio, and I’m helping female entrepreneurs package up and share knowledge and skills whilst making money — and it’s life-changing! 
    It’s given me freedom, independence and provided me with control over my career and future, as well as allowed me to build something I feel passionate about.
    Taking courses helped me impact other people’s lives by sharing the skills, knowledge, and expertise I’ve gained. Plus, with all the clients that I’ve worked with, I’ve helped them to not only elevate their businesses but work with clients that they wanted to and provided them with insights and knowledge about who they are, why they’re doing, what they’re doing, and how they can really make a difference. 
    And that’s why I think that digital courses — either taking them or creating them — are one of the most powerful tools you can create in business. It changes people’s lives, gives them options, and makes a difference whilst helping you make money. Not only does it help you expand your reach and appeal to new audiences, but it also enables you to create a more robust business given by the skills and knowledge you got from digital courses.
    How courses changed my life
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    How a digital course can accelerate your growth

    How a digital course can accelerate your growth

    “The secret of change is to focus all your energy not on fighting the old but on building the new.”

    – Socrates

    Thanks to the advent of course platforms and user-friendly technology, creating digital courses can now be easy as ever! But still, if you have no idea where and how to start, it might be a little overwhelming and confusing — I know, been there, done that.

    However, with the proper guidance and inspiration, you’ll get your digital course up and running in no time! This step-by-step guide will walk you through the process of creating one, the benefits, and helpful tools and resources to make it a success.

    What is a digital online course? 

    Digital online courses are a type of learning that uses digital technology. Some examples are ‘Duolingo’, ‘Coursera’, and ‘Linkedin Learning with Lynda’. It allows students to take courses online, doing internet research, watching videos, and both student and teacher using digital tools like smart boards, tablets, or even your handy mobile phones.

    In fact, 99% of mobile users stated mobile learning enhances their experiences, and most especially, the digital learning market is projected to be worth $325 billion in 2025. Now, how awesome is that?

    And thanks to the rise of technology, and widespread availability of the internet, the barriers to learning are now a thing of the past. But how does this benefit and grow your business?

    How digital courses can help your business to grow

    A digital online course can help you develop a skill to boost your career — anytime, anywhere. But as a business, these online courses can help your customers use your product effectively and get better results.

    Not only that, but it provides more value, attracts leads, showcases authority, fosters discussions, and most importantly, has the potential to reach a global audience.

    The key benefits of including a digital course in your business

    The benefits of starting an online course is huge. As technology continues to improve day by day, so does the effectiveness of digital marketing, especially online courses. And when leveraged correctly, this could get your business on a global scale.

    The biggest advantages of having one are:


    • Wider audience base
    • More robust business model
    • Create more impact
    • Become an authority in your space
    • Create passive revenue streams

    How to get started on online courses 

    When it comes to creating a digital course, you don’t need to spend huge amounts of money on fancy equipment, a smart phone will do. What’s important is your expertise and how you deliver it to your audience.

    Decide on a topic 

    Decide on your course topic. When choosing your topic, focus on a niche area (a segment of the market) rather than going too broad on a subject. The more focused you are on a niche area, the more opportunity you have to convey your expertise, and students are also more likely to get better and more effective results.

    Validate your idea 

    Now that you have your course topic, it’s now time to validate your course idea. When it comes to your course, don’t make assumptions as you may find that you miss what your audience may actually need help with.

    You don’t want to end up spending a great deal of time and energy creating digital courses that people are not prepared to pay for. Consider these questions in mind:

    • Why would someone pay for this course?
    • What challenge does the course solve?
    • What transition does it facilitate?
    • What are the expected learning outcomes?
    • Why is your course different from competitors?

    Not only that, but you can also utilise search and engines and in-depth research relating to your course topic. Or better yet, you can ask your target audience by creating a poll, going on focus groups, doing webinars, surveys, and adding lead magnets.

    In conclusion… 

    You need to create long-lasting customer relationships instead of one-time, flashy ones that your audience forgets. With a digital course, you can build your customer base and improve brand recognition!

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