If you run a tennis business, academy, or product brand, chances are you have fallen into this trap at some point. You feel busy. Your team is active. Things are moving. But when you look closer, you realize there is no real strategy holding it all together. Just a long to-do list.
Those are not bad actions. But they are not a strategy. They are tactics. And when used without direction, they lead to motion without progress.
In this post, we will explore the difference between marketing strategy and marketing tactics, and why this confusion is one of the biggest growth-killers in the tennis industry today. You will also learn how to fix it.
Motion Feels Productive, But It Is Not Always Effective
Everyone loves checking things off a list. When you send out an email blast or publish a new reel, you feel like you are getting things done. But if you cannot connect those actions to a broader business goal, you are just spinning your wheels.
This is especially common in tennis businesses, where marketing is often handled by coaches or admin staff who are juggling many roles. The intention is good. The effort is real. But without strategy, results are limited.
Related: How to Train Your Staff to Spot Upselling Opportunities
What Strategy Looks Like (And What It Does Not)
Let us break it down. A marketing strategy is not a collection of tasks. It is a framework that answers key questions:
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Who is our target audience?
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What unique position do we hold in the market?
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What problems are we solving?
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What journey does our customer take before signing up or purchasing?
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What messages resonate with them?
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Which channels work best for reaching them?
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How do we measure success?
In short, strategy is your game plan. It guides your choices, helps you allocate resources wisely, and gives your marketing a clear direction.
Without it, every email, post, or paid ad is like hitting a ball with no target.
The Trap of Tactics
Tactics are the tools. The newsletter, the social media post, the homepage refresh. Tactics support strategy, but they are not the starting point. When you begin with tactics, you end up reactive. You chase trends. You copy competitors. You throw content at the wall hoping something sticks.
In tennis terms, this is like showing up to a match with all the gear but no idea what your opponent does or what your own strengths are. You might look the part, but your game falls apart under pressure.
Related: You Cannot Be Serious! Marketing Mistakes Tennis Businesses Keep Making
How This Shows Up in Tennis Marketing
Let us look at a few real-life examples of this mistake in tennis businesses:
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A tennis academy spends money on Facebook ads, but has no clear offer or target audience, so the campaign flops.
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A tennis product brand posts on Instagram daily, but has never tested which messages drive clicks or sales.
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A private coach sends newsletters, but they are mostly event reminders with no content that builds trust or authority.
In each case, the issue is not effort. It is lack of alignment.
Related: How to Promote Your Tennis Club with AI Tools
How to Build a Real Marketing Strategy for Your Tennis Business
You do not need a 40-page document. But you do need clarity. Here is a simplified framework you can start using today.
1. Define Your Positioning
What makes you different? Why should someone choose your academy, program, or product over another?
Examples:
Own your edge.
2. Know Your Audience
Do not just say “tennis players.” Be specific.
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Busy parents looking for after-school programs
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High-level juniors aiming for D1 scholarships
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Coaches who want more efficient training tools
Get inside their heads. What do they want? What frustrates them? What words do they use?
Related: Is Pinterest Right for Your Tennis Business?
3. Map the Customer Journey
Think of the steps someone takes before saying yes.
Each of these stages needs content and messaging. If you skip straight to selling, you lose people who are not ready yet.
4. Craft Powerful Messaging
Use your audience insights and positioning to write clear, compelling messages.
Not just what you offer, but why it matters.
Instead of:
We offer group lessons every Saturday
Try:
Help your child improve their game and confidence in just one fun-filled hour every Saturday
Big difference.
5. Align Channels and Timing
Where is your audience spending time? What platforms do they trust?
Post where it matters. If you are targeting parents, Instagram and Facebook may beat LinkedIn. If you are selling to coaches or facility directors, email and industry events may be key.
And time your efforts. Promote summer camps in early spring. Launch indoor programs before winter hits.
Related: How to Use July 4th as a Content Creation Opportunity for Your Tennis Business
6. Set Clear Goals and Metrics
What does success look like?
Pick metrics that tie back to business goals, not just vanity stats.
7. Test, Measure, and Iterate
Strategy is not static. Try things, see what works, then double down. But always know why you are doing it.
From Tactics to Transformation
When you shift from tactics-first to strategy-first marketing, everything changes:
You do not just fill time. You build momentum.
Do Not Confuse Doing Things with Doing the Right Things
Most tennis businesses are working hard. But many are working without a clear strategy. They confuse doing things with doing the right things. That is a costly mistake.
Start by stepping back. Look at your positioning, your audience, your goals. Then build tactics around that.
It will save you time, money, and frustration. More importantly, it will put your tennis brand in a better position to grow.
Want help turning your to-do list into a real tennis marketing strategy? Book a free consult or grab our Tennis Club Marketing 101 guide.
