How to create a marketing strategy for small business

Marketing is an essential component of any business, regardless of its size. For small businesses, marketing can be even more crucial, as it can make the difference between success and failure. But creating a marketing strategy can be daunting, especially for business owners lacking marketing expertise. This article will walk you through the steps to create a successful marketing strategy for your small business.

Define Your Target AudienceThe first step in creating a marketing strategy for your small business is to identify your target audience. Your target audience is the group of people who are most likely to buy your products or services. To identify your target audience, consider the following factors:


Demographics: Age, gender, income, education, occupation, and other factors that may influence your customers’ purchasing decisions.

Psychographics: Values, beliefs, interests, and attitudes that may affect how your customers perceive your brand.

Behaviour: How your customers interact with your products or services, such as how frequently they make purchases, where they shop, and how they make buying decisions.

Once you clearly understand your target audience, you can tailor your marketing strategy to reach them effectively.

Analyze Your Competition

The second step in creating a marketing strategy is to analyze your competition. Identify your main competitors and evaluate their marketing strategies. Consider the following factors:

Their target audience: Who are they targeting, and how are they reaching them?

Their unique selling proposition (USP): What makes them different, and why should customers choose them over you?

Their marketing channels: Where are they advertising, and what types of messages are they using?

Their pricing strategy: How are they pricing their products or services, and how does it compare to your pricing strategy?

Analyzing your competition can help you identify gaps in the market that you can fill and help you differentiate your brand from your competitors.

Identify Your Unique Selling Proposition (USP)

Your unique selling proposition (USP) is what sets your business apart from your competitors. It is a unique benefit that your customers receive when they buy your products or services. To identify your USP, consider the following questions:

What makes your product or service unique?

How does your product or service solve your customers’ problems?

What benefits do your customers receive from using your product or service that they cannot get from your competitors?

Once you have identified your USP, make sure to communicate it clearly in all your marketing materials.

Determine Your Marketing Budget

Your marketing budget is the amount of money you can allocate for marketing activities. Determining your marketing budget will depend on your business’s size, industry, and marketing goals. Consider the following factors when determining your marketing budget:

Your revenue: Generally, businesses should spend between 5% and 10% of their revenue on marketing.

Your marketing goals: If you want to achieve ambitious marketing goals, such as expanding into new markets or launching a new product, you may need to allocate more money to marketing.

Your competition: If your competitors spend a lot on marketing, you may need to allocate more money to keep up with them.

Once you have determined your marketing budget, you can decide how to allocate it across different marketing channels.

Choose Your Marketing Channels

Choosing the right marketing channels is crucial to the success of your marketing strategy. Consider the following factors when choosing your marketing channels:

Your target audience: Where does your target audience spend their time online and offline?

Your budget: Which channels can you afford to use with your marketing budget?

Your business goals: Which channels will most likely help you achieve your business goals?

You can use many different marketing channels, including social media, email marketing, content marketing, and or paid advertising.

Develop your Marketing Message

Crafting a strong marketing message is essential for small businesses to differentiate themselves from their competitors and attract potential customers. Here are some key points to consider when developing your marketing message:

Highlight your USP in your marketing message. Your USP is what sets you apart from your competitors and should be the central message in your marketing communications. Use clear and concise language that your target audience can easily understand. Avoid using industry jargon or technical terms that may confuse your audience.

Create a sense of urgency to encourage customers to act quickly. Offer time-sensitive promotions or limited-time deals to create a sense of urgency and encourage customers to make a purchase.

Address your customer’s pain points and provide solutions to their problems. Your marketing message should demonstrate how your product or service can solve their problems and improve their lives.

Create a content calendar: Creating a content calendar helps small businesses stay organized and consistent with their marketing efforts.

Measure and Adjust:

Measuring the effectiveness of your marketing efforts is crucial for small businesses to improve their strategies and achieve their marketing goals. Here are some key metrics to monitor:

Website traffic: Monitor the number of visitors to your website and track where they are coming from. It can help you identify which marketing channels drive the most traffic to your site.

Conversion rates: Monitor how many visitors to your website are taking a desired action, such as making a purchase or filling out a contact form. It can help you identify areas for improvement in your marketing messages and website design.

Social media engagement: Monitor your social media engagement, such as likes, shares, and comments. It can help you identify which types of content resonate with your audience and adjust your content strategy accordingly.

Email open and click-through rates: Monitor how many of your email subscribers are opening and clicking through your emails. It can help you identify which types of content are most effective and adjust your email marketing strategy accordingly.

Once you have identified which metrics to track, regularly review your results and adjust your marketing strategy as needed. It may involve experimenting with new marketing channels, adjusting your messaging, or reallocating your marketing budget to prioritize the most effective channels.

About the author: Rachana Chowdhary

In 2011, Rachana launched an innovative business model with a custom outreach solution that helps customers strengthen their online presence. MediaValueWorks has communicated in more than 68 countries in over 25 foreign languages. She can be reached on [email protected]