Behind every successful business, there is a successful marketing strategy. Good marketing helps a business stand out among the competition, increases its customer reach, and pushes it to achieve more sales.

Whatever you do in your business, you will do well to focus on your marketing efforts, whether you do all of it yourself, or whether you get some experts to help you with it. Marketing is an art and a profession and there are many people who specialise in this area. Here are some ideas of areas you should look at when devising a marketing strategy.

Focus on your target market

Before you begin your marketing efforts, you need to be crystal clear about who you are trying to sell to. Understanding your target customer, what their current lifestyle is, and what problems they face is key for so many reasons. Firstly, you will know which social media or other channels they may use most frequently, and secondly, you may get some idea of the type of language and the type of hooks you might use to get their attention.

Is your ideal customer likely to respond to a wordy article – will they want to see lots of colorful and trendy photos, or would they prefer to watch a video showing them how to get the best use out of your product or service? Figuring out who they are and what they want, will help you to understand how best to reach them.

Use multiple platforms

Once you have established your target market you may realise that you will need to spread your marketing efforts across a variety of platforms in order to reach them best. If you are marketing to mums of older children they are probably on Facebook, younger mums may be on Instagram, and if you have a physical product for that market you probably need to be on Pinterest.

If you feel that a video presence is needed you can choose whether to have a Youtube channel or to host your own videos on a vlog on your website – and maybe you want to have a podcast too, to reach busy commuters and those who spend a lot of the day on the go.

Whichever social media you choose, you will also want to build an email list and have a separate marketing strategy regarding the frequency and content of your regular emails, and also any digital freebies or lead magnets that you may give in return for their email address

Multiple platforms will ensure that you reach the most customers. For instance, some of your target customers might not use social media at all. Therefore, using physical marketing leaflets or sending out emails will ensure that you reach every potential customer. 


Although you will want to manage the marketing yourself to have full control, there comes a point at which marketing becomes a full-time job, and doing it all yourself can pull you away from actually doing your particular skill or passion which got you started in business in the first place.

When things get to that point, it can help to outsource some tasks to experts. A marketing agency will be able to guide you in devising a strategy and take over some of the more routine tasks for you, so that you can improve the outcome of your marketing content. 

Assess your competition

You will want to stand out among the crowd so that your business doesn’t get lost in the sea of others. Therefore, you will want to assess your competition and then do something unique and different to distinguish yourself.

For instance, if you notice that other businesses only use text for their marketing content, then maybe you should use multimedia. Any marketing strategy that makes a customer feel personally engaged will increase the chances of them using your business over others. 

Show your Personality

Every business should have a website. It is how you sell your products/services and become discoverable by new customers. Updating your website as often as possible will boost your Search Engine Optimisation (SEO), and help more new people find you. Although you might not be able to update your site with new products or news, you can update it through a blog. 

Creating and adding a blog to your website will help you publish more content on a regular basis on your website. You can share insider news or industry tips, which will help your business be more relatable as well as easier to find online. YOu can also show a bit of your personality and give your customers more of an insight as to what makes you and your business unique. The more content you share, the more chances you will have of being discoverable by more people.

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