It’s Not You, It’s Your Marketing Strategy

Last Updated: 

April 18, 2023

Businesses of all kinds need a solid marketing strategy to succeed. A marketing strategy is a long-term plan defining how your business will connect with target audiences. Customers attach value to products and services in proportion to its perceived ability to meet their needs or solve specific problems - a marketing strategy will allow you to show customers that your brand meets their needs. You may benefit from working closely with a digital marketing agency if your business doesn’t have an in-house marketing department.

Key Takeaways on Improving Your Marketing Strategy:

A solid marketing strategy is essential for businesses to succeed. It defines how a business will connect with target audiences, build trust, and differentiate itself from competitors. A well-planned marketing strategy will also help businesses stay ahead of marketing trends and ensure all team members are on the same page. Here's a step-by-step guide to building a solid marketing strategy:

  1. Create a marketing plan: Define key strategic elements, such as a business summary, target market, budget, marketing channels, platforms, and technology.
  2. Create buyer personas: Develop short summaries of ideal customers to help tailor your marketing messages to the right audience.
  3. Define your marketing goals: Align your marketing strategy goals with your overall business goals, such as increasing brand awareness, acquiring new customers, or generating high-quality leads.
  4. Choose your marketing channels and tools: Assess the impact of the tools you're already using and explore new channels, such as social media marketing, to reach your target audience more effectively.
  5. Plan campaigns: Choose the channels for distributing your brand messages, set a budget, form a team, and create a range of creative assets to execute marketing campaigns.

By following these steps, you can create a marketing strategy that will help your brand stand out, build trust with your target audience, and ultimately achieve your business goals.

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Why is a Solid Marketing Strategy Important?

There’s a reason almost every business has at least one marketing professional in its team—without an effective marketing strategy, brands set themselves up for failure. A clear marketing strategy is vital for several reasons:


A marketing strategy is an overview of the reasons why the marketing team will use certain platforms and resources and set specific goals. Without a clear strategy, the company’s mission might not be clear to all involved.

Authenticity and Trust

A lack of trust in your business could have disastrous consequences for your bottom line. Your marketing efforts should be authentic and honest, demonstrating why consumers should trust your business over a competitor.


To attract clients and customers, it’s important to clearly define what differentiates your business from competitors. Once you’ve determined what makes your company different, you can build elements of your marketing strategy around standing out from competitors.

How to Build a Solid Marketing Strategy

Building an effective marketing strategy is not an easy task. The marketing landscape is constantly evolving, and keeping up with the latest trends can be challenging!

Create a marketing plan

Your marketing strategy starts with a clear plan. A marketing plan must define key strategic elements, including a business summary and initiatives, target market, budget, marketing channels, platforms and technology.

Create buyer personas

To make sure your marketing efforts are effective, it helps to create buyer personas. Buyer personas are short summaries of ideal customers. Here is an example of a buyer persona for a clothing shop: Thrifty Tiffany is a woman in her 20s, earning around £25,000 a year, living in the city centre, who is looking for good deals on stylish clothing.

Buyer personas outline a key demographic, as well as their location, interests, approximate income, age and interests. Using buyer personas will help you tailor your marketing messages to the right people.

Define your marketing goals

Next, you need to define your marketing strategy goals, which should align with your overall business goals. For example, is the main goal to increase brand awareness? Acquire new customers? Increase revenue? Establish industry authority? Or perhaps generate high-quality leads? Whatever your marketing goals, you must clearly identify what they are so all team members are firmly on the same page.

Choose your marketing channels and tools

Once you’ve defined your marketing goals, it’s time to choose the right channels and tools to spread your brand’s message. First, look at the tools you’re already using and assess their impact. For example, if you’re using paid media to attract customers, such as direct mail campaigns, do you think they are meeting expectations? Would you be better off investing more in a different marketing method?

Furthermore, if you haven’t taken the leap into social media marketing, now is the time. Creating high-quality content for platforms such as Facebook, Instagram, TikTok, Twitter, and Pinterest is a great way to spread your brand message. Email marketing is very important. Using re-engagement emails is a powerful strategy to motivate your customers to stay engaged and connected to your brand by encouraging them to take action. Here you have a list of re-engagement email examples. However, to leverage these platforms fully, we recommend that you use social media scheduling, analytics, listening, monitoring and engagement tools.

Social media scheduling tools will save you a considerable amount of time, and analytics tools will enable you to check if your content is meeting certain goals. Engagement tools will help you stay on top of comments and messages, and listening tools allow you to analyse general consumer sentiment about topics and brands.

Plan campaigns

After you’ve established which marketing channels and tools you’re going to focus on in your overall marketing strategy, you need to start campaign planning. There are many types of marketing campaigns, including product marketing, email marketing, direct mail, social media, paid marketing and advertising and content marketing campaigns.

To plan an effective campaign, you’ll need to choose the channels where your brand messages will be distributed, decide on an appropriate budget, form a team to execute the campaign and create a range of creative assets. The creative assets you’ll need will depend on the type of campaign you run, but examples include a website, social media content, videos and other similar media.

Final Thoughts

Without a clear marketing strategy, brands set themselves up for failure. An effective marketing strategy outlines your brand’s mission and purpose and ensures marketing campaigns are authentic, assuring your target audience that your brand can be trusted. Finally, a clear marketing strategy helps you differentiate your business from competitors, giving your brand the edge when it comes to winning new customers.

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