The ultimate marketing strategy? Marketing and promoting your business should be an ongoing process. A good marketing strategy is the scaffold that allows your business to grow because marketing should be an ongoing process. It can be easy to become confused or lost. Gain control with this guide to what a fantastic marketing strategy should be.

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The ultimate marketing machine summary? Imagine several helium filled balloons, all bobbing about in the breeze. Each balloon is attached to a string, a strand that holds them all together. 

One balloon is not enough to lift the weight of your business but when all the balloons are tied together, just like a well planned, executed and reviewed marketing strategy, your business will lift up, up and away.

#1 Know Who Your Customers Are and Where They Are

People are the ultimate marketing strategy? When you planned your initial marketing strategy, it may have been some years or months ago. Your customer then may look very different to the customer of today. They may hang out in different places both in terms of their high-street shopping habits, as well as where they are online.

Consider too how the reputation and reception of some marketing vehicles have changed over this time too. For example, has the age group of your customers fallen in love with Snapchat, or have they fallen out with Facebook since the latest set of algorithm changes?

Is local radio still reaching the local populace or is there a new opportunity on the horizon.

Your customers won’t necessarily stay the same and neither will the channels, online and offline, that you use to reach them.

Social media channels, from photo-rich Instagram and Pinterest to Facebook to Twitter and so on, all have a changing and shifting audience. Your customers, fans and followers may once have been the darlings of Twitter but, now they have moved over to Facebook and so on.

Understanding these shifting sands are important for creating a social media campaign that hits the mark. As you would imagine, there are all manner of ways of finding out who is viewing what and when.

On a platform by platform basis for example, you can pinpoint with accuracy your paid adverts on social media channels, such as Facebook. However, setting up your target audience for advert reach is not difficult when you know how and can be tweaked and changed as and when it needs to, as well as when you have different social media campaigns aimed at different audiences.

Using a social media management program that juggling and balancing all the different social media platforms is tricky which is why using a social media management program can take the stress out of managing and reviewing the result of social media marketing campaigns. 

#2 The Money

Let’s be realistic, you have a budget. It may be gargantuan or it may be a modest sum. It doesn’t matter how big a marketing budget you have or don’t have, if you have not measured the potential reach of a marketing channel or tool, then it is money wasted.

For example, consider the financial waste (and time) of ordering professionally designed and printed exhibition stands and displays if you don’t know how you are going to use them.

Before Investing in any marketing campaign, you should be clear about what it can achieve and what the parameters for success and failure are. Once you know what information you are looking for, you can develop the tools to do the number crunching.

Read also: 10 Low Budget Marketing Strategy Shopify, Easily Boost Sales

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#3 Follow the Trail

It refers to how a business creates awareness in the market? Before you start ordering flyers and brochures, recording radio jingles and investing heavily in social media campaigns, you need to have objectives for each.

Ask yourself the question, how do you know when a campaign has been successful? Is it always measured through increased sales or is the objective of some promotional tools to reach out to a new audience?

There are many measures of success thus, decide which one suits your business and the objective behind the marketing strategy.

#4 Offline Marketing

It was hinted at in an earlier point about offline marketing and the use of printed materials and tools to impact on your business.

A bit like a ‘kid in a candy store’, it is tempting to order everything with your logo and contact details on. Great, you have t-shirts and sticky, fluffy bugs with tails, posters and postcards. Now what?

With any marketing strategy with any objective and budget, if you don’t know how you are going to use or distribute printed, offline promotional stuff then don’t order it. Otherwise, it will gather dust on a shelf and will again, be money wasted from your marketing machine AI budget.

Read also: 5 Questions to Ask for Your Social Media Marketing Strategy

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#5 Online Marketing

The online world is vast, with few boundaries and borders between people, countries and interest groups. In one way, great news but in terms of online promotion, it can be a bit of a nightmare to be responsible for every element of your sales, marketing strategies and activities.

Just how do you find the people who would be interested in your stuff? There are various ways of finding your customers online, where they hangout, the places they go and what it is they want to see or hear from your company about products and services.

It is tempting to create online content and just throw it out there, hoping that the tide of the internet will wash it along in its current form and it’ll find its own way to the correct destination. Likelihood is, it will disappear without making any real headway.


When designing and printing offline marketing tools, ensure that all your social media handles, website address and email addresses are included, if appropriate.

The use of quick response or QR codes on printed material are also a great way of including online information on printed materials. The user simply downloads a QR reader on their phone for free, if they haven’t already done so, scan the code and it will take them to where you want them to go.

A marketing strategy is the “what” and “how” to build a sustainable value chain framed for a target customer. A powerful and sustainable high level marketing strategy used to create or influence a brand needs to be able to manufacture desire, amplify the underlying value proposition, and build a brand that feels unique in the mind of its customers.

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