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Marketing Strategy & Plans

Every successful business needs a marketing plan. Primarily, this plan is a blueprint of how a company tells others about itself and how others engage with or buy its products or services. A successful business should establish an overall marketing strategy along with its plan. Although the terms “plan” and “strategy” are often used interchangeably, there are some differences. Your strategy involves what your company needs to reach its goals. Your marketing plan outlines the steps you will take to accomplish your goals. So, a market strategy is determined first, and then the marketing plan is created.


A marketing strategy is a foundation for connecting with your target audience. It could contain your business goals, an in-depth knowledge of whom you want to reach (your audience), and a thorough competitor analysis. It might also include your unique value proposition (what makes you better than the others).


A well-constructed marketing plan allows you to measure the progress toward your goals and identify any issues along the way. Then reassess and develop new ways to achieve those goals. Your first marketing plan may not be your last. Many companies generate quarterly or annual marketing plans. Depending on your strategy, you may need different marketing plans to accomplish your goals. For example, a new location, social media, SEO, or for a new product. However, every marketing plan follows a particular set of steps.

  1. Express your company’s mission. First, you must state a clear marketing mission that complements your overall business objective.

  2. Establish the key performance indicators (KPIs). These individual metrics measure the various elements of your marketing campaigns, and these units help to establish short-term goals and communicate your progress.

  3. Identify your target audience. This description includes who you want to attract and should reflect your current and potential customers.

  4. Describe your content initiatives and strategies. Content strategy refers to the creation and management of print and digital media. This can include written, audio, and even video content.

  5. Define your marketing budget. You may be able to find many free channels and platforms, but what are the hidden expenses you need to prepare for? For example, content auditing, research, or design expenses.

  6. Outline your plan’s contributors and their responsibilities. Finally, with your plan details set, you need to delegate the duties to the appropriate people.

Establishing your marketing strategy and creating a plan can be overwhelming if you have never done it before. However, there are numerous guides to be found online. Nevertheless, if you find the vast resources staggering, Selph Marketing can partner with you throughout your marketing process to help your business become more successful.



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