How to Build a Solid Marketing Strategy
Most small business owners don’t start out with a marketing strategy. They start with heart. With passion. With an idea they can’t stop thinking about and the courage to bring it to life.
This is honorable!
But somewhere along the way, the to-do list grows, the algorithm changes (again), and marketing starts to feel… scattered. You’re posting when you can, trying to keep up with trends, but wondering: Is any of this actually working?
If that sounds familiar, take a deep breath. You don’t need to reinvent everything. You just need a strategy that brings clarity and direction. Let’s talk about how to build one that’s both practical and purposeful.
6 Steps To Build a Marketing Strategy That Works
1. Start With Purpose, Not Platforms
Every great strategy begins with purpose. It’s tempting to go straight to tactics, but before you pick a single marketing channel or brainstorm a single post, you need to ask: Why does my business exist?
Don’t skip this step. This isn’t just a fluffy mission statement. Your purpose should guide every message you share, every campaign you run, and every decision you make.
For example:
A faith-based nonprofit might say, “We exist to restore hope through mentorship and community.”
A local coffee shop might say, “We exist to create connection through great coffee and good conversation.”
Your marketing should reflect that heartbeat… Not just what you do, but why it matters.
2. Know Who You’re Talking To
You can’t speak to everyone. That’s a good thing.
The best marketing strategies focus on clearly defined audiences. Think beyond demographics (age, income, location) and dig into psychographics—the thoughts, feelings, and motivations behind why people buy.
Ask yourself:
What problems do they need solved?
What values shape their decisions?
What transformation are they hoping for when they choose your product or service?
When you know your audience deeply, your marketing becomes a meaningful encounter. A conversation, not a broadcast.
3. Define Your Message
Once you’ve nailed down your purpose and your audience, the next step is crafting a message that connects the two.
Sadly, this is where many small businesses lose momentum. They either try to say everything or they repeat the same generic line that blends in with everyone else.
Here’s a better approach:
Come up with one core message: What do you want people to remember about your brand?
Decide on three supporting themes: These could be the pillars of your business (like service, community, or craftsmanship).
Craft one clear CTA: Every message should guide your audience to take one next step.
When your message is consistent and clear, your marketing gains momentum. People begin to recognize your voice and trust it.
4. Pick the Right Channels (and Ignore the Rest)
You don’t need to be everywhere. You just need to be where your people are.
If your audience spends time on LinkedIn, don’t stress about TikTok. If your clients rely on email updates, lean into that. The key is to focus on fewer, more effective channels instead of spreading yourself too thin.
Ask:
Where does my audience seek information?
Where do they spend time online?
What kind of content inspires them to act?
Then double down on the top 2–3 that make the biggest impact.
Side note: It may also be prudent to consider what channels you are using and stop investing time, energy, and expense in those that don’t make sense for your audience.
5. Create Systems That Make It Sustainable
Even the best marketing strategy will fail if it isn’t manageable. The secret to consistency is systems!
Start simple:
Use a content calendar to plan ahead (learn how at this free crash course).
Repurpose content across platforms. A blog post can become three social posts and an email.
Set time limits—you really don’t need to spend all day marketing to make it work.
Don’t let overwhelm creep in. Your goal isn’t perfection; it’s progress. Marketing should move your business forward, not take over your life.
6. Measure, Refine, Repeat
You can’t improve what you don’t measure.
Check your analytics monthly to see what’s working. Which emails got the most opens? Which posts led to website clicks? Which offers actually converted?
Then, refine. Marketing isn’t set-it-and-forget-it. Test, learn, and adjust.
The best strategies are living documents. They evolve as your business does.
Here’s the point.
A solid marketing strategy gives you clarity, not complexity. It helps you stay focused, build a clear and consistent plan, and see real results over time.
Your marketing strategy should allow you to show up with intention, know your audience, and communicate what makes your brand different.
When you lead with purpose and plan with the bigger picture in mind, your marketing starts working as hard as you do.
Ready to turn your ideas into a plan that works?
Explore my Marketing Retainers or reach out to talk about building a strategy that’s simple, sustainable, and designed for growth.
