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The Ultimate Guide

Building a marketing strategy and plan for your business

A business without a marketing strategy and plan, is like a bike without wheels – you’ve still got a bike (business) but you’re not going anywhere! 

A marketing strategy is essential for your business to be found by potential customers, and to grow. But how do you know your valuable marketing dollars are going to be well spent, and spent on the right activities?

Well in this marketing guide I break down the key components involved in building an effective marketing strategy and plan for your business. And how to implement your plan. 

This will help you attract new customers to your business, understand some common marketing tactics used, and how to measure your marketing results. So you will know what’s working and you can do more of that marketing activity. 

The ultimate guide to marketing strategy and planning

Table of Contents

What is a marketing strategy and why does it matter to small business?

“A marketing strategy is all of a company’s marketing goals and objectives combined into a single comprehensive plan. Business executives draw a successful marketing strategy from market research. Put simply; a marketing strategy is a strategy designed to promote a good or service and make a profit. Market Business News.

You may have already tried marketing your business, and been confused by all the options available to you. And with the world of digital marketing constantly changing, it’s more important than ever to have a professional marketing consultant or marketing coach for your small business as part of your team, so that you aren’t wasting time and money on tactics that don’t deliver a return on investment.

A marketing strategy will help you to get really clear on what you want to achieve, what types of clients you want to work with/sell to, what goals you want to reach and a plan of how you are going to get there.

What is a marketing tactic?

What is a marketing tactic?

“Marketing tactics are a series or set of strategic methods or actions aimed at promoting a business’ goods or services. The aim is to maximize sales and maintain a competitive good or service.” Market Business News.

What I find is that people tend to get confused between a marketing tactic and a marketing strategy. Even Google gets confused, because if you type in marketing strategy into Google, many of the search results are actually marketing tactics not marketing strategies. Your marketing tactics are the combinations of marketing channels that you use to execute your marketing strategy, reach your ideal client, and achieve your goals.

Want to learn how to market your small business in just 8 weeks?

How to build your marketing strategy

To be successful in business you need to lay the foundations for your business by building a marketing strategy.

Here’s what’s included in your marketing strategy: 

  • Goals
  • Market research & Buyer persona
  • Keyword research
  • Core message and brand promise
  • Point of difference
  • Marketing plan and content plan. 

And you need to be crystal clear on why someone should buy from you rather than a competitor.

You and discover the answers to these questions by doing market research and then building your marketing strategy based on your findings. Here’s some blogs below to get you started: 

Marketing Strategy and Plan
Marketing Plan

How to build your marketing plan

There are numerous marketing channels/tactics that you can use to reach your ideal client. 

But after performing your market research and competitor research you should be able to plan your marketing tactics based on your research findings. 

Your marketing plan is all the touch points on a buyers journey, across the three stages of the decision making process: 

awareness, consideration and decision.

Using a CRM in your small business is also really important to stay on top of your potential clients and leads, that you are generating through the activities in your marketing plan. The blogs below will help you in this area: 

Some common marketing tactics to include in your plan

There are sixteen marketing channels in total that you could use to plan your marketing Flywheel. However there are some popular channels that can help you gain more customers on a regular basis when implemented consistently. And it’s important to remember that you need to allocate a monthly marketing budget to allow you to activate your marketing plan.

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Measuring your success

The final step is to measure how successful your marketing strategy and plan actually is. You can do this by using tools such as Google Analytics and Google Search Console to see what’s working and what’s not. A marketing strategy and plan needs to be fluid, so it will change and evolve as will the marketing tactics that you use.

Boutique Digital Marketing Agency & Marketing Strategy

Outsourcing your marketing to a big digital agency can be expensive, especially if you are a small to medium sized business. Yet digital marketing is a brilliant way to attract new customers to your business, and generate more revenue and profit.

Our mission at Vivacity Marketing, is to help small to medium size businesses like you, effectively market your business, without an exorbitant price tag. We want to help you build your dream business, and we do this using our proven marketing system.

We are partners with a global wholesale digital marketing agency called Hubdo, which means that we can pass on these cost savings to our client, and digital marketing then becomes more affordable and accessible.

But before you jump into marketing tactics via a digital marketing plan, we need to develop your marketing strategy first, here’s why…


The Ultimate Guide to Small Business Marketing 

Not sure how to create your marketing strategy and plan? Download our FREE easy to follow eBook “The Ultimate Guide to Small Business Marketing”. This will help you to lay the foundations for your business, and create a business that will grow into the vibrant business it deserves be!

Are you ready to get more customers?

Let’s talk about getting you more customers for your business.

Click on the button below and complete the form, so we know where your biggest challenges are and we can start there.