Outreach Tactics & Your Marketing Mix

Now that you’ve defined your offer and key messages, it’s time to decide how you’ll reach out to people and what actions will motivate them to take the actions necessary to move from stranger to advocate. This is where your marketing plan becomes a roadmap for consistent growth.

Strategies vs Tactics

Your strategy is the overall approach—how you’ll meet your goals.
Your tactics are the specific actions that bring that strategy to life.

To stay organized and make sure you’re building real relationships (not just random activity), divide your tactics into three groups that mirror your customer’s journey:

1️⃣ Be more visible and get leads 

Tactics here attract attention and build trust before a conversation ever starts.
Think of them as your “front door”—they enlighten, inform, and show people what makes you credible.
Examples: SEO and Google updates, blog posts, educational videos, social content, or speaking engagements.

2️⃣ Build Authority to connect and close

These tactics create conversations with the sales team and help prospects feel confident saying “yes.”
It’s where personal contact, follow-up, and proof points matter most.
Examples: email follow-ups, proposals, webinars, testimonials, consultations, or behind-the-scenes tours.

3️⃣ Create Ambassadors who will sell for you

Happy customers are your most powerful marketing channel.
These tactics strengthen relationships and encourage repeat business or referrals.
Examples: referral programs, client appreciation efforts, “refer-a-friend” promotions, thank-you notes, or simple check-ins.

The Marketing Mix

The marketing mix is the blend of tactics that creates a smooth, connected experience from first impression to long-term loyalty.  Don’t try to do everything—choose no more than three priority projects in each category (Get Leads, Connect & Close, Create Ambassadors).

Then ask yourself:

• How do these tactics support one another?

• Are there any gaps in the customer journey?

• Do they fit within my current budget and team capacity?

If you choose higher-cost tactics—like digital ads to attract attention, retargeting ads to nurture leads, or personalized gifts to thank clients—balance them with lower-cost options elsewhere. The goal is a mix that’s sustainable, coordinated, and aligned with your resources.

💡 Pro Tip: Choose fewer things and do them consistently.  A well-chosen mix, executed routinely, will outperform a long list of random activities every time.

You’ve got this!

Carolyn

– If you want to work on your 2026 marketing plan with other owners and marketing managers check out the Plan as You Grow Accelerator on Skool. The leadership support group has a 7-day free trial and you can cancel at any time.