Why Your Small Business Needs a Marketing Strategy
- Sarah Ferraina
- Sep 1, 2023
- 6 min read
Updated: Oct 28
Tired of marketing that feels like a guessing game? This no-fluff guide breaks down exactly why every small business needs a strategy and how to build one that actually works.
Let’s clear this up first - a marketing strategy is not a list of things to post.
It’s not your email newsletter.
It’s not your Instagram calendar.
It’s not boosting a post “just to be visible.”
Those things can be useful, but they’re tactics, not strategy. And if you’ve ever felt like you’re doing all the right things - but nothing’s really working - you’re not alone.
Most small business owners are caught in the loop of doing more, faster, without ever stopping to ask:
“What’s the actual goal here?”
“Who am I trying to reach, and why?”
“Does this activity even make sense for my business model?”
That’s where strategy comes in. And the good news? It’s not complicated - once you know what it’s made of.
This article breaks down exactly what a marketing strategy is (and isn’t), why you need one no matter your business size or stage, and how to get started with clarity and confidence in 2025.
We’ll also share real-world examples and point you to next steps - including the 5-Week Marketing Strategy Program and a brand new small group mentoring experience kicking off in the new year.
Let’s get into it.
What is a marketing strategy - really?
(And why should you care?)
A marketing strategy is your high-level plan for how you’ll attract, engage and convert your ideal customers. It’s what connects your business goals with your marketing actions.
Here’s a quick way to think about it:
Without a strategy, it’s easy to confuse activity with progress.
You’re marketing, but is it working? Are you reaching the right people? Is it leading to sales, trust or traction?
This is the clarity a strategy gives you.
Do I really need a strategy if I’m just starting out?
Short answer? Yes.
Long answer? Still yes… but let’s unpack it.
When you’re in the early stages of business, it can feel like strategy is something you’ll “get to later.” Right now, you just need traction, right?
But without a strategy, every effort becomes guesswork.
You might get lucky… or you might waste weeks on content that never converts, or ads that don’t land with the right people.
Think of your strategy like scaffolding.
It gives structure to your decisions, helps you filter what’s relevant and - most importantly - keeps your marketing aligned with what you’re actually trying to build.
Whether your goal is growth, visibility, leads or sales, strategy makes sure your marketing isn’t just busy, it’s effective.
What does a good marketing strategy actually include?
It’s not a 50-page document and you don’t need an MBA to build one. Here’s what a practical, small business-friendly strategy should include:
1. A clear business goal
What are you trying to achieve over the next 3, 6 or 12 months?
(E.g. increase sales by 20%, grow your client base, launch a new service, reduce churn.)
2. A deep understanding of your audience
Who are you trying to reach and what do they care about?
This includes demographics, behaviours, pain points, buying triggers and preferred platforms.
🧠 Tip: In our 5-Week Marketing Strategy Program, we help you create buyer personas to bring this to life.
3. A positioning statement
What makes you different? Why should someone choose your offer over someone else’s?
Your positioning helps you stand out and speak with clarity and consistency.
4. Key marketing objectives
These are your focus areas… not just “get more visibility,” but how. For example:
Grow email list by 500 in Q1
Increase LinkedIn engagement by 30%
Drive 50 signups for an upcoming event
5. The right mix of channels and tactics
Where will you show up and what will you do? This could include:
Email marketing
Content (blogs, videos, podcasts)
Organic social
Paid ads
Partnerships or PR
Important: Your tactics should serve your strategy, not the other way around.
“I’ve tried strategy before and it didn’t work.”
Let’s talk about that.
We hear this a lot - usually from business owners who downloaded a template, filled in a few boxes, then went back to posting on Instagram because it felt more productive.
If that’s you, no judgment. But here’s what likely went wrong:
The strategy was too generic
If your marketing strategy could apply to any business, it won’t work for yours.
You need a plan that reflects your offer, your audience, your capacity and your business stage.
You didn’t link strategy to your day-to-day
A strategy isn’t something you file away and forget.
It should live in your calendar, your campaigns, your decisions - helping you filter what’s worth your time and what’s not.
You didn’t give it time
Many business owners jump from tactic to tactic without letting anything build.
Strategy is about consistency and compound momentum. Give it time to stick.
“I’m not a marketing person.”
You don’t need to be. But if you’re a business owner, marketing is part of your job - and strategy makes it easier.
You don’t have to be everywhere. You don’t need to go viral. You just need to know:
Who you're speaking to
What you're offering them
How you're going to show up consistently
If that’s something you’d like to support with, that’s exactly what we do inside our 5-Week Marketing Strategy Program - and in 2026, we’re launching a new small-group mentoring experience for business owners who want ongoing support, accountability and momentum.
(We’ll be opening expressions of interest soon. Keep reading for details.)
How do I get started with a marketing strategy if I’m already stretched?
You don’t need to overhaul everything overnight. Start small, get clear, and build from there.
Here’s a simple 5-step approach to get you moving:
Step 1: Reconnect with your business goals
What do you want your marketing to actually achieve in the next 3–6 months?
Pick one or two goals that matter most - like increasing leads, launching a new offer, or growing your brand visibility in a specific area.
Example: “I want 10 new service clients by March” is far more helpful than “I want more followers.”
Step 2: Define your ideal audience
Think about your best clients or customers. What do they need help with? What platforms are they using? What makes them trust and buy?
Even one simple persona can bring clarity to your messaging, timing and channel choices.
Step 3: Clarify your message
Can you clearly explain what you do, who it’s for, and why it matters without jargon?
Your strategy needs a strong message at the core. It’s what shapes your content, your ads, your pitch - everything.
Tip: Ask someone outside your business to read your homepage. If they can’t explain what you offer back to you, it’s time to tighten it up.
Step 4: Choose your channels intentionally
You don’t need to do everything. Pick 1–2 places to focus your energy, based on where your audience is and what you enjoy creating.
If your audience is on LinkedIn and you hate video, don’t force yourself onto TikTok.
Step 5: Map your first campaign
Choose one product or service to promote and sketch out a simple 4-week campaign. Include emails, social posts, maybe an offer - all working together with a clear message and outcome.
Even one strategic campaign can give you powerful insights into what works for your business.
The bottom line: Strategy gives your marketing direction, structure and power.
You don’t need to be a marketer to market well.
But if you want to stop second-guessing your content, running out of ideas, or constantly wondering if your efforts are working, you need a strategy.
It’s not about doing more. It’s about doing the right things, with purpose.
If you’re ready to feel more in control of your marketing with a clear message, a plan you can actually stick to and support to help you stay consistent, we’ve got two options for you.
🔹 The Marketing Strategy Program
Perfect for small business owners who want to get strategic fast. You’ll walk away with a clear strategy, practical campaign plan and complete confidence in your next steps. Get started now →
🔸 Coming in 2026: The Marketing Academy Growth Circle
A high-touch mentoring experience for business owners who want deeper support, accountability and momentum all year round.
We’re opening expressions of interest soon!
