Check out this 8 step process to form your own marketing strategy

Creating an effective marketing strategy doesn’t need to be overwhelming. By following a clear step-by-step process, you can move from identifying your current challenges to building a plan that delivers measurable results. This 8 step framework is designed to help small businesses and growing companies create strategies that are practical, customer-focused, and results-driven.

1) Where are we now?

Start by identifying the main problems affecting your company; the challenges you want to solve through marketing. For example, maybe people are interested in your product but not buying, or perhaps your current customers aren’t returning. Summarise these issues in clear bullet points so you know exactly what needs to change.

2) Where do we want to be?

Next, define your goals. What do you want the company to look like in the near future? Consider the following:

• What your sales will look like
• What customers will think of you
• Who your ideal buyers will be

3) How do we get there?

Now outline the steps you must take to reach your goals. When you’ve answered steps 1 and 2, this part becomes clearer. Think about the practical changes and actions that will take you from your current state to your desired outcome.

4) Who do we want to talk to?

Define your target audience. Write a short description of the people you want to reach. Be specific; consider demographics, interests, challenges, and motivations. The more clearly you define your audience, the more effective your marketing will be.

5) What do we want to say to them?

Clarify your core message. This is what you want your audience to think, feel, or do after they see your marketing. Keep it simple and direct; your message should connect to the problems your customers face and the solutions you offer.

6) How do we tell them?

Choose your channels. Media is the “how” of getting your message across. This could include newspaper, magazine, TV, radio, direct mail, email, social media, or in-person events. Pick the platforms that best reach your audience and fit your resources.

7) How will we know if it worked?

Set clear measures for success. This could include:

• Tracking sales or revenue growth
• Monitoring customer inquiries or leads
• Measuring website traffic or conversions
• Surveying customer feedback and satisfaction

By knowing what to measure, you’ll quickly see if your strategy is making an impact.

8) What will we do if it doesn’t work?

No strategy is perfect the first time. Plan in advance what actions you’ll take if the results aren’t as expected. That might include testing different messages, trying new media channels, or adjusting your target audience. The key is to adapt rather than give up; and never keep repeating ads that don’t perform.

Final thoughts

By working through these eight steps, you can build a marketing strategy that is practical, measurable, and aligned with your goals. The process ensures you’re not just spending money on advertising, but making deliberate choices that drive growth and strengthen your connection with customers.