Updated
A marketing strategy is a long-term plan that defines how a company will reach its target customers, what it will offer them and how it will measure success. Tactics, such as a single ad campaign or a social post, should follow from it.
What a marketing strategy includes
- Goals: measurable business targets, for example more enquiries or higher revenue.
- Target audience: who you want to reach, see target audience.
- Positioning: why customers should choose you, see USP.
- Channels: where you will be present, for example Google Ads, SEO, social media or email.
- Budget: how much you invest and where.
- KPIs: the numbers you will track.
How to build one
- Analyse the current state, competitors and market, for example with a SWOT analysis.
- Set 2 or 3 clear goals for the next 6 to 12 months.
- Choose channels that fit your customers and budget.
- Plan content and campaigns, then review results every month.
Common mistakes
Starting with channels before goals, copying competitors without a clear difference and not measuring conversions are the most frequent problems we see.
We help companies set a strategy in our marketing consulting.
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