SOSTAC 101:
HOW TO USE IT THE
RIGHT WAY

SOSTAC is one of the most powerful marketing frameworks, developed by PR Smith in the 1990s. It helps you create a comprehensive marketing plan that covers all the key elements of successful marketing.

It makes you think through your situation, objectives, strategy, tactics, and how you will measure success. By following the SOSTAC framework, you can create a clear, actionable plan that helps you achieve your goals.

The meaning of SOSTAC

It is an acronym for:

Situation
Objectives
Strategy
Tactics
Action
Control

Situation

The first step in creating a SOSTAC marketing plan is to conduct a situation analysis. This involves understanding the current state of your business and the market in which it operates. This includes evaluating your target market, competition, and the challenges and opportunities facing your business.

To conduct a situation analysis, you should gather and analyze data on your target market, including demographics, behavior, and needs. You should also research your competition, including their strengths and weaknesses, and how they are positioning themselves in the market.

In addition, you should consider the external factors that may impact your business, such as economic conditions, technological advancements, and regulatory changes. By understanding your market and the challenges and opportunities facing your business, you can better identify your target audience and determine the most effective marketing strategies and tactics.

Objectives

Once you have a clear understanding of your situation, the next step is to set clear, measurable objectives for your marketing efforts. These should be specific, achievable, relevant, and time-bound (S.M.A.R.T.). Your objectives should be aligned with your overall business goals and should reflect your target market, competition, and the challenges and opportunities facing your business.

For example, your objectives might include increasing brand awareness, generating leads, or driving sales. Whatever your objectives, be sure to make them measurable so you can track your progress and know when you have achieved your goals.

Strategy

With your objectives in place, the next step is to determine your marketing strategy. This involves deciding on the tactics and approaches you will use to achieve your objectives. Your strategy should be based on your situation analysis and should consider your target market, competition, and the challenges and opportunities facing your business.

There are many different marketing strategies you can use, such as content marketing, social media marketing, email marketing, and paid advertising. The right strategy for your business will depend on your goals, target market, and resources.

Tactics

Once you have determined your marketing strategy, the next step is to determine the specific actions you will take to implement your strategy. These are your tactics. For example, if your strategy is content marketing, your tactics might include creating blog posts, infographics, and videos. If your strategy is social media marketing, your tactics might include creating and publishing posts on social media platforms, running social media ads, and engaging with followers.

Your tactics should be aligned with your overall strategy and should support your main objectives.

Action

With your strategy and tactics in place, the next step is to put your plan into action. This involves executing the tactics you have determined and implementing your marketing efforts. This is where you will put all of your hard work and planning into practice.

To successfully execute your plan, it is important to assign clear roles and responsibilities, establish timelines and budgets, and track your progress. Regular communication and collaboration among team members is also essential for ensuring that your marketing efforts are on track and meeting your objectives.

Control

The final step in the SOSTAC framework is control. This involves monitoring and measuring the results of your marketing efforts to ensure they are meeting your objectives. By regularly tracking and analyzing your results, you can determine what is working and what is not, and make adjustments as needed.

To effectively control your marketing efforts, you should establish key performance indicators (KPIs) that reflect your objectives and track your progress. You should also regularly review and analyze your results to identify trends and patterns, and make adjustments as needed.

Conclusion

SOSTAC is a useful framework for creating a comprehensive marketing plan that covers all the key elements of successful marketing. By following the SOSTAC process, you can create a clear, actionable plan that guides your marketing efforts and helps you achieve your goals. By regularly reviewing and adjusting your plan, you can ensure that your marketing efforts are on track and delivering the desired results.