Marketing Strategy Plan


You must develop a strategy before you even think about the tactics. This is the key element to make marketing effective. You must have an approach that is focused on a very specific type of client, with a very specific need or problem, and a promise to solve that problem in a very specific way.

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Small business marketing strategy table of contents

Understanding and choosing your Ideal client

In marketing today it’s common to hear that you must know who your target audience is in order to be effective. This implies that you determine the makeup of a market your business is most likely to attract. What if you began to think about who you like to attract - your ideal client.

Solving problems vs providing solutions

Crafting the visual elements of your brand

The color, the fonts, the way your office looks - all of those things go into either supporting the brand promise or taking away from it. I’m not saying that you have to spend thousands and thousands of dollars on getting designs to make everything look perfect, but the elements should support what your message is. They should support who you’re trying to talk to.

Using content as the voice of strategy

Guiding the Customer Journey – The Marketing Hourglass

Part of your marketing strategy has to be an understanding of how you are going to guide the customer journey.

The way people buy today has changed so dramatically that we have to understand that it’s our job not to corral or create demand but to be around and organize the behavior that the buyer actually wants to participate in.


People in professional services need to be good at what they do, but their audience hopes that’s a given. Sometimes even the best of the best have a hard time growing their business because they are so focused on the services they provide, they just don’t dedicate time to the growth of their company (or simply don’t know where to start to do that).

Full table of contents

Solving Problems

People don’t want what you sell – they want what they believe they will get, dodge, or acquire based on buying what you sell. Your job as a marketer is to understand the problems your audience is trying to solve and match your solutions to them.

Must-have website elements

Creating a remarkable customer experience

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    Why strategy must come before tactics
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    Why and what customers really buy
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