As I mentioned in my business planning article, every serious business needs to have a overall strategy for the business, from beginning to end.  Business planning is done not only on a strategic level, but the plan itself should also go into some detail as to what tactics will be employed to reach the plan’s objectives.

A change of tactics is a simple enough task.  Normally, a set period of time passes before a change in tactics however; any tactic must have time to run its course to see if it is a valid way towards the strategic objective. 

A change in strategy, however, is a more serious task.  Depending on the change, it could totally destroy any progress made thus-far with the previous strategy.

I’ll use the example of Desty Online for the differences in the business plan’s tactical and strategic planning.

The strategic goal of Desty Online is to expand the concept of treating and running of all online businesses (be it a blog or a PPC business) with sound business practices.  The tactics to make this possible break down into several areas:

• Content — the creation of interesting and valuable content is a basic tactic.  If the content isn’t useful, there will be no repeat visitors.  If the content isn’t interesting, it won’t be read in the first place.  A reason, or need as it were, must be shown or created for the reader to see Desty Online as a essential resource for their business.
• Promotion — Nobel Prize level articles are worthless without readers.  The existence of Desty Online and its mission must be spread far and wide.  As the site itself is still fairly young (almost 3 months old) promotion will be done by low cost / free means, such as commenting on related blogs, membership and participation on related forums, and guest blogging opportunities.  As the blog matures, more intensive promotional avenues will be explored, such as PPC campaigns, paid reviews (through individual bloggers and through paid post companies).
• Revenue Generation — Desty Online must be self sustaining.  During its younth, with low traffic volumes, the cost of maintaining the site is negligible.  As the site grows in content and traffic volume, additional resources will have to come into play to keep the same level of service currently enjoyed by readers.  Also, paid marketing will be required.

 As part of my restructuring plan a few weeks ago I was determined to attempt stay away from the alure of writing sponsored posts beyond commissioned business reviews.  The tactic in mind to make up for this exclusion of a revenue source was to sell advertising on Desty Online directly instead of through 3rd parties.  A blogger I respect had said it was a great source of income and highly recommended it.  Something he didn’t mention and I didn’t think about until I got involved on the Digital Point forums was his blog was over 5 years old and had MUCH more traffic than Desty Online.  What is a great source of income for him currently has no chance at Desty Online.

So, in order to keep Desty Online self sustaining and to start some minor paid marketing, I’m bringing back the tactic of doing paid posts.  I’m still not comfortable beyond reviews I think my readers would appreciate, so I will have to be picky.  Hopefully as other forms of revenue reveal themselves over time, paid posts will be used less and less.

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