How to Draft a Marketing Strategy for Your Small Company

Creating an effective marketing strategy for your small company can significantly impact your growth and success.

Marketing is a tough competition, especially in this dynamic and ever-changing landscape. Every business aims to get its name out there and vies to get noticed by the audience or consumers. So, if you aspire to be an entrepreneur or own a small company, the minute you decide to open a business—it is a must that you invest in planning, developing and implementing a clear and well-thought-out marketing strategy so you can hit your goals and reach new heights.

To help you get started, this blog post will cover various guidelines on how to draft a good marketing strategy for your small business start-up and an overview of the basics involved in marketing strategy.  Let’s jump into it.

What is Marketing Strategy?

A marketing strategy refers to the long-term plan of your business to reach your prospects and convert them into buying or purchasing customers. Suppose you have a marketing strategy in place. In that case, you will be guided on how to interact with your target market because you already have a clear understanding of their buyer personas and pain points and know how to reach them effectively. 

Marketing Strategy vs Marketing Plan

Despite being closely related and often interchanged, it’s important to note that a marketing strategy and a marketing plan are two different concepts, so let’s not confuse these terms. In a nutshell, a marketing strategy is your business overall or general plan of how you will market your product or service. On the other hand, a marketing plan is a more detailed document outlining precise steps on how you will execute your marketing strategy. 

The Ultimate Guide on How To Create A Good Marketing Strategy

Determine Your Goals

Before you can develop your strategy, first and foremost, you will need to determine your goals. Your marketing goals refer to the “what” and “how” of your business. It describes what you want to accomplish and how you will get there. For example, maybe you want to increase your brand awareness, acquire new customers, and generate high-quality leads or perhaps you want to increase traffic for your website, increase your customer value and boost your brand engagement. Thus, ensure that your marketing goals align with your general business goals. 

Research the Competition

Examine your competitors’ branding, the quality of their products, price points, advertising methods, marketing channels and marketing mix. You must also determine the pain points they are trying to solve. Remember, it’s crucial to research and analyse your competition because by doing so, you can rectify your Unique Selling Point (USP) and look for holes in your competitors that you can work on or improve for the better. 

Know Your Customers: Set Your Target Market

To meet their needs more effectively than your competitors, you must know and understand your target market better. And you can do that by establishing who your clients are and studying their demographics, where they live and work, lifestyle, values, interests and purchasing behaviours. You must also be able to answer how your product will improve their lives. Likewise, you can also consider creating a customer persona or a detailed profile that describes a semi-fictional representation of your ideal target market. You can develop a targeted and effective overall marketing strategy if you know your customers well.

Assess Your Resources

Your goal here is to evaluate your financial limitations and time restrictions to determine what marketing campaign you can afford. So, before going into details of planning your marketing strategy and how you will promote your brand, ensure that you are aware of your short-term and long-term budget.

Decide On Your Messaging and Creatives

Since you already know your goals and target consumers well, it’s time to build your content. This is your chance to showcase how your products or services will provide value and solutions to your target market and what makes yours the best. That said, you need to create unique, appealing and engaging content—both the messaging and creatives to hook your consumers and give them a reason to like, follow, and connect with your brand.

Identify Your Channels

Find the most appropriate venue where you will promote your content for your products and services. Go back to your target market, assess which platforms they mostly use, and spend their time to ensure your content reaches them.

Measure Your Success: Analyse Your Results

By keeping track of your metrics and data, you will know if your efforts successfully meet your goals. In addition, as you continue to learn more about how your business connects best with your target audience, it will enable you to adjust and improve your strategies and start-up business ideas.


A thriving business has a lot to do with its marketing strategy. So, make sure you use the guidelines on how to create a good marketing strategy covered in this blog post, and you can be well on your way to setting your small business up for success!

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