Marketing without a thorough strategy is like driving without having anywhere to go, you might start moving somewhere, but you won't actually know where you're going or why. For smaller businesses, a carefully crafted marking strategy is crucial when it comes to maximising limited available resources.
A marketing strategy is a long-term, forward-looking approach that looks to align your marketing efforts and your business goals. It identifies your target audience, user personas, brand positioning, messaging, and the channels that you’ll use to reach and engage customers.
A marketing strategy is different from a marketing plan. A strategy provides the reasoning for your approach, the 'why' behind your actions. Whereas a marketing plan specifically outlines the actions that will be taken and the timeline for that.
Think of it this way:
Tactics are the tools (like social media posts, email campaigns, or paid ads). Strategy is the blueprint that guides how and why you use those tools.
Without strategy:
With strategy:
Start by identifying what it is that you want to achieve. Are you looking to make more sales? Perhaps you're looking to increase your brand awareness? Your marketing strategy should be tailored to support these goals.
Examples:
Make sure your goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.
Who are you trying to reach? What do they care about? Where do they spend time?
Create detailed buyer personas that include:
This helps you tailor your messaging and select the most suitable platforms for your audience.
Look at your competitors and industry trends. Ask:
You can use frameworks like SWOT analysis or SOSTAC to help add structure to your thoughts.
Select the platforms and methods that best suit your audience and align with your goals. Options include:
It's no good being everywhere if it's not a good fit. Focus on where your audience is most active and engaged.
Your messaging should be clear, consistent, and aligned with your brand values. Define:
👉 Want to sharpen your brand message? Read our post on What is a positioning strategy?
Choose key performance indicators (KPIs) to measure success. These could include:
Review your metrics regularly and adjust your strategy as needed.
Avoiding these pitfalls will help you stay focused and effective.
A winning marketing strategy isn’t just a document you labour over and then ignore, it’s a mindset that you should be operating by. It helps you make intentional decisions, connect with your audience, and grow your business with confidence.