E Marketing Tactics 

Having clear tactics is super important for hitting your goals because they turn your big ideas into real steps you can take. While goals tell you what you want to achieve, tactics explain how to get there—like the specific actions and methods you'll use. Chaffey and Ellis-Chadwick (2019) point out that tactics are the backbone of digital marketing strategies, making sure everything you do lines up with your overall goals. If you skip tactical planning, even well-defined objectives can end up being just wishful thinking instead of something you can measure. Plus, tactics help you use your resources wisely, get your team on the same page, and track how well you're doing, which is key for ongoing improvement (Kotler and Keller, 2016). For organizations like Spectrum Derbyshire CIC, having a solid tactical plan is especially important since they have tight budgets and want to engage effectively with specific communities.

Tactic 1:

A tactic Spectrum Derbyshire can implemt is content creation and scheduling.

Consistently sharing engaging content is key to staying visible on Instagram. Posting regularly boosts your reach with the algorithm and keeps your audience interested. Eye-catching and emotionally impactful content—like event recaps or customer testimonials—helps build your brand's identity and value. Planning your posts in advance also keeps things flowing smoothly and takes the pressure off daily content creation, giving you more time to focus on quality and messaging (Chaffey and Ellis-Chadwick, 2019).

 

Below are some examples Derbyshire Spectrum can use to achieve this:

 

  • Share a series of photos from your recent event, with captions that showcase sensory-friendly aspects. Post a fun video of kids having a blast with activities like face painting or storytelling.
  • Start a weekly 'Did You Know?' series about autism-friendly spaces, connecting it to how your festivals cater to neurodivergent kids.

Plan to post three times a week using Meta Business Suite to make sure you don't miss out during hectic times.

 

Below is a post example:

Tactic2:

The next tactic is audience engagement and community building. Instagram's algorithm favours posts that spark genuine interactions. When people like, comment, share, or save your content, it tells the platform that your stuff is interesting and worth seeing. This means your posts can reach more people naturally, without needing to spend on ads. For Spectrum Derbyshire CIC, a small organization with a big mission, this is a great and budget-friendly way to boost visibility and build a loyal following (Tuten and Solomon, 2017). Engagement goes beyond increasing numbers; it builds trust and emotional bonds with your audience. Parents of neurodivergent children seek inclusive environments where they feel accepted and supported. By warmly replying to comments, initiating discussions, and valuing followers' contributions, Spectrum Derbyshire establishes itself as a reliable, attentive, and compassionate online presence, reflecting the values it upholds in its physical festivals.

 

Below are some examples Derbyshire Spectrum can use to achieve this:

 

  • Reply to comments and DM’s to build trust and a community
  • Ask follower questions in your captions e.g. what was your child’s favourite part about the last event?
  • Run an Instagram poll or quiz in your stories asking questions

 

Below is a example post:

Tactic 3:

The final tactic Derbyshire spectrum can use is hashtags and SEO strategy. Hashtags on Instagram act like keywords, making it easier for people to discover content that aligns with their interests, location, or needs. By using the right hashtags, Spectrum Derbyshire CIC can attract new followers—particularly those interested in autism-friendly events and local family activities. Additionally, Instagram relies on hashtags and alt-text to determine which content appears in search and explore pages, making hashtag usage a straightforward method of social media SEO. For a small community organization, this is an affordable yet effective way to boost visibility and engage with the right audience

 

Below are some examples Derbyshire Spectrum can use to achieve this:

 

  • Create a few groups of 15-25 relevant hashtags to use on posts and content, because repeating the same hashtags can reduce effectiveness.
  • Compare more broad hashtags and mix them with specific ones, as broad hashtags create visibility and niche ones reach a target
  • Explore and engage with posts that use your target hashtags—like, comment, follow, or DM accounts that share your goals.

Customer persona:

 

Goals and motivations:

 

Looking for friendly and safe events where her autistic son can have fun, as well as local family activities that cater to both her neurotypical and neurodivergent kids. She appreciates organizations that get her family's needs and communicate well, and she's on the lookout for affordable or funded community activities.

 

Challenges:

 

Big events can be too much or just not right for her son, and she feels left out when local services don't cater to everyone. Plus, she doesn't have a lot of time or energy to dig into event details—she just wants straightforward, trustworthy info. She's also frequently uncertain if new spots will be comfortable for sensory needs.