Marketing, especially if you run a small to medium-sized businesses, can feel overwhelming.
There’s a lot to consider. From structuring your sales funnels to keeping up with the latest social media trends and Google algorithm changes. So, where do you start?
A marketing strategy (or marketing plan) is the cornerstone of your marketing infrastructure. Think of it this way: would an architect start a project without a plan on how to assemble designs and materials to create a house? Unlikely. Marketing is no different. You need a strategy to achieve business growth. The data supports this: businesses with a documented marketing plan are 674% more likely to succeed. Why? Let’s dive into the four reasons why you need a marketing strategy.
1. Objectives: The First Reason You Need a Marketing Strategy
I’ve seen far too many small to medium-sized businesses get lost in “one-off campaigns” and short-term tactics. Most of the time, this approach doesn’t work—and if it does, it’s not sustainable. To achieve real business growth, you need a solid foundation. One that sets you up for long-term success and consistent cash flow.
A marketing strategy helps you set clear goals. It keeps your entire team aligned and working towards the same objectives. This includes everyone, not just the marketing team.
Create a strategy and share it across your business. Ensure your objectives are SMART: Specific, Measurable, Achievable, Relevant, and Time-Bound. For example, an objective could be “increase revenue from LinkedIn ads by 15% in Q1.” This level of clarity helps you track progress and make adjustments as needed.
2. How a Marketing Plan Helps You Target Your Audience Efficiently
To achieve your marketing objectives, you need a clear understanding of who your audience is. A marketing strategy defines::
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- Your audience(s) and their pain points
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- Your messaging
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- The media to use to target them
With this knowledge, you can target a defined group of people with the right message, through the right channels, at the right time. This ensures your marketing is effective and your investment in your Newsletter, Google, LinkedIn campaign (or any campaigns!) is worthwhile.
3. How a Marketing Plan Leads to Increased ROI
ROI is one of the biggest reasons you need a marketing strategy. Without it, you’ll likely end up running random “one-month campaign just to see what happens”. This is simply a fast way to burn through your budget without real results, as mentioned!
A clear strategy helps you take a holistic approach, enabling you to build a recognisable and trusted brand. This will help you:
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- Build trust
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- Attract more clients
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- Differentiate yourself from competitors
This approach leads to more effective campaigns, better long-term results, and increased ROI.
4. Why a Marketing Strategy Builds Brand Consistency
Today, competition is fierce. If your social media images don’t have the same feel as your website or newsletter, your audience may feel like they’re dealing with different businesses. When your brand is visually and verbally inconsistent, prospects feel confused and unsure of what you stand for. This erodes trust and makes your brand appear “amateurish” at best.
A marketing plan will provide you framework for maintaining a uniform brand identity across all channels so you can ensure your messaging aligns with your audience’s interests. For example, if you target a specific customer avatar, your strategy will guide your content creation process to address their pain points. This keeps your messaging relevant, and therefore more effective.
If you want to find out more about how to craft a simple and effective marketing strategy, get in touch at the link below.
