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Pt2 - Developing a Solid Marketing Strategy

Updated: May 23

Foggy mountain in wales

So, effective marketing is vital for attracting customers and driving revenue. However, what I have found through speaking to many startups is that you may struggle to craft a cohesive marketing strategy tailored to your specific audience (if you know it?) and business goals. It really is okay to feel overwhelmed with everything; after all, business is HUGE, and expecting to know everything at the start is unrealistic. Developing a Solid Marketing Strategy will help you see each stage in small chunks.

Join me as we 'develop a solid marketing strategy' from our five-part blog series. See HERE for the cornerstone blog.

1. Understand Your Target Audience:

Conduct thorough market research to gain insights into your target audience's preferences, behaviour, and pain points—the issues or problems your clients will face. By understanding their needs and their clients/customers' pain points, you can start to design your marketing efforts to connect with them on a personal level. Take a moment to think of three competitors in your industry and look at what they are doing. Don't get too obsessed though; drive your own business forward but use others for insight. I see a lot of people more focussed on someone else's success than their own, with that type of chemistry you will always find yourself behind what they are doing because frankly, they have done it first.

Understanding your competitors' strategies and positioning can provide valuable insights into your target audience and competitive environment, as well as give you ideas to implement yourself.

2. Define Your Brand Messaging and Positioning:

Clearly articulate your brand's unique value proposition and positioning in the market. Your brand messaging should reflect your core values, mission, and what sets you apart from competitors. See if you can find decent key messaging that resonates with your target audience and clearly communicates the benefits of your products or services whilst always thinking of your clients' pain points. Consistency is key—ensure that your brand messaging is cohesive across all marketing channels and touch-points (various outputs that may reach your clients i.e a newsletter). It's worth looking at building a simple Minimum Viable Product (MVP) brand guideline booklet for yourself early on so you can keep yourself on track.

3. Implement a Content Calendar for Consistent Communication:

Developing a content calendar allows you to plan and organise your marketing activities efficiently. Identify your key themes, topics, and content formats that align with your brand and audience interests. Schedule regular content updates across various channels, including social media, blog posts, email newsletters, and video content. Consistent communication helps maintain your engagement with your audience and reinforces your brand identity over time but remember; social media isn't there to sell to, its there for your brand awareness and education. Your activity on the business early on is being watched so remember that! People also love seeing small businesses grow, so don't wait because it's 'not quite right,' make the jump and grow with your community. People will respect you more witnessing your growth over time.

4. Choose the Right Marketing Channels:

Identify the most effective channels to reach your target audience based on their preferences and behavior. Whether it's social media platforms like Instagram and Facebook, content marketing through blogs and podcasts, email campaigns, or strategic partnerships - tag the right people through your posts and ask for the same back!, choose the right social channels that align with your marketing objectives and budget you have. If you have no budget, one or two posts a week is fine, dont feel pressured to do 5 days a week because its simply not viable. Experiment with different channels to determine which ones yield the best results for your business. You could always see where your competitors are most successful?

5. Track and Analyse Your Marketing Efforts:

Implement analytics tools to track the performance of your marketing campaigns and measure key metrics such as website traffic, engagement, conversion rates, and ROI - this is your return on investment. By analysing data insights, you can identify trends, understand customer behaviour, and make data-driven decisions to optimise your marketing strategy over time. Regularly review your analytics and adjust your approach based on performance data to ensure continuous improvement and effectiveness. It could be good practice to have 30-60mins per month just refreshing on what your digital presence is doing.

By following these steps and leveraging the suggested points provided, you can develop a solid marketing strategy that is not specifically focussed on your social media, but the full scope of how you present yourself to the public. This will just help you drive that growth and success for your small business startup. Stay tuned for the next instalment in our blog series, where we'll explore 'Understand the Long-Term Growth Roadmap'.


Are you ready to take your startup to the next level? Schedule a 20-minute consultation with me to discuss your business and the problems we're solving. Let's put some structure into your current processes and find some manageable solutions that work for you.

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