A Step-by-Step Guide for Small Businesses

Published by: Audubon Media

Creating a strong marketing strategy is one of the most important steps in growing your business. Whether you’re a startup or looking to refresh your current plan, a clear strategy helps you stay focused, attract the right audience, and hit your business goals. In this guide, we break down how to create a marketing strategy that works—step-by-step.

1. Set Clear and Measurable Marketing Goals

Before jumping into tactics, you need to understand what you're working toward.

Ask yourself:

• Do you want to increase brand awareness?

• Generate leads?

• Drive more traffic to your website?

• Boost sales for a specific product?

Pro Tip: Use the SMART goal framework (Specific, Measurable, Achievable, Relevant, Time-bound).
Example: "Increase email subscribers by 25% in the next 90 days."

2. Identify Your Competitors

Knowing your competition helps you spot gaps and opportunities in the market. Analyze:

• Who your top 3-5 competitors are

• What channels they use (social media, SEO, ads, etc.)

• How they position their products/services

• Their pricing, branding, and messaging

Use tools like SEMrush, Ahrefs, or simply Google search and social media to observe how your competitors attract and retain customers.

3. Develop Buyer Personas

A marketing strategy without knowing your customer is like shooting in the dark.
A buyer persona is a semi-fictional character that represents your ideal customer. Include:

• Demographics (age, gender, location)

• Job title and income level

• Pain points

• Goals and desires

• Online behavior (where they hang out online, how they research products)

Use customer surveys, interviews, social media insights, and tools like Google Analytics to collect data.

4. Choose the Right Tactics and Marketing Channels

Once you know your audience, meet them where they are. Common channels include:

• Social Media Marketing: Facebook, Instagram, TikTok, LinkedIn

• Email Marketing: Newsletters, drip campaigns, offers

• SEO & Content Marketing: Blog posts, videos, landing pages

• Paid Advertising: Google Ads, Facebook Ads, influencer partnerships

• Local Marketing: Google Business Profile, community events, flyers

Tip: Don’t spread yourself too thin. Start with 2–3 channels that align with your audience and goals, then expand.

Bonus Step: Track, Measure, and Optimize

What gets measured gets improved. Use KPIs (Key Performance Indicators) to track success:

• Website traffic

• Conversion rates

• Cost per lead (CPL)

• Social media engagement

• Email open and click-through rates

Tools like Google Analytics, Meta Business Suite, and HubSpot help monitor performance and guide decisions.

A well-crafted marketing strategy is your business’s blueprint for success. It keeps your efforts aligned, your budget efficient, and your brand consistent. By setting goals, knowing your competition, understanding your customers, and selecting the right tactics, you’ll be equipped to market with confidence.

Looking for more small business marketing tips? Follow [Audubon Media] for weekly guides, resources, and insights to help your business grow.