What is a marketing strategy? (and why your business needs one)

I’m sure you know marketing matters. But without a clear strategy, even the best efforts can fall flat. So, be honest, do you have a clear marketing strategy, or are you just throwing spaghetti tactics at the wall and hoping something sticks? 

Running ads or posting on social media every once in a while won’t move the needle if those actions aren’t part of a bigger plan. To get results, you need more than just activity, you need direction. 

Today, we’ll break down what a marketing strategy is, how it differs from tactics, and why it’s essential if you want your business to grow with purpose. 

So, what’s a marketing strategy? 

A marketing strategy is a clear, focused plan that outlines how your business connects with the right people, at the right time, with the right message. 

It helps define: 

• What your brand stands for 

• How you’re positioned in the market 

• What goals your marketing should actually support 

In simpler terms: your marketing strategy is the roadmap guiding you to your business objectives. Without it, marketing becomes reactive and aimless. With it, every action you take has purpose. 

What a solid strategy helps you do: 

• Stay focused: No more jumping between ideas or chasing short-lived trends. A strategy gives you direction, measurable goals, and helps you avoid distractions. 

• Understand your audience: You’re not trying to reach everyone—you’re connecting with the people who truly care about your product or service. 

• Stand out: In a noisy, competitive market, a solid strategy helps you cut through the clutter with ease, confidence, and consistency. 

• Spend smarter: When you know exactly what works and why, you can allocate your budget where it makes the most impact and avoid wasting it. 

• Make better decisions: With clear goals in place, it’s easier to track what’s working, adapt quickly, and stay aligned with your bigger business objectives. 

Why you shouldn’t just wing it

Have you ever gone hiking or camping without a map, the right footwear, or supplies? Navigating the marketing world is no different. Without a clear plan, you’re just wandering in the dark, guessing—and that’s how time, effort, and money get wasted. 

A marketing strategy doesn’t need to be complicated or time-consuming. But it does need to exist and make sense. Whether you’re a solo founder or running a growing team, having a marketing strategy is one of the smartest investments you can make. Like every other department in your business, marketing is the one that could solve a lot of your problems. 

Because once you see results, you’ll feel motivated to work harder. 

Because when you know where you’re going, it’s a lot easier to get there. 

Strategy vs. Tactics: What’s the difference? 

Many businesses mistakenly use the terms strategy and tactics interchangeably, but they serve different purposes. 

A marketing strategy outlines the overall plan and goals, while marketing tactics are the specific actions and methods used to achieve those goals. To put it simply, strategy is the “what” and tactics are the “how.” 

Key differences: 

Without a strategy, tactics become disjointed. You might post sporadically on Instagram, run random promotions, or send inconsistent emails without seeing much return. That’s why having a strategy isn’t a nice-to-have, it’s a need-to-have. 

What to include in your Marketing Strategy

• Business Goals: What are you trying to achieve? (more sales, brand awareness, new markets) 

• Target Audience: Who are you trying to reach? What do they need, want, or struggle with? 

• Value Proposition: What makes your product or service different, and worth choosing?

• Brand Positioning: How do you want to be seen in the market compared to competitors? 

• Key Messaging: What do you want to say, and how should it sound? (tone, language, key themes) 

• Marketing Channels: Where will you show up? (social media, email, website, paid ads

• Budget & Resources: How much time, money and team capacity do you have to work with? 

• Goals & Metrics: How will you measure success? (e.g. leads, traffic, conversions, engagement) 

• Timeline:  When will key activities happen? What happens first, and what comes next? 

  
  

So, ask yourself: Strategy or just tactics? 

• Ask yourself these questions: 

• Do I have a clear, documented marketing strategy with measurable goals (like OKRs or SMART objectives)? 

• Are my marketing efforts directly supporting my wider business goals? 

• Have I defined exactly who my ideal customer is, and does my messaging speak directly to their needs, pain points, or goals? 

• Am I using consistent visuals, tone, and messaging across every channel my business appears on? 

If you’re not confident in your answers, you’re not alone, and you’re not behind either. You’ve probably been relying on tactics without a clear strategy to guide them. That’s where we come in. 

Getting started

We’ve created some guidance to help you take the first step. You’ll learn how to:

• Define your business goals with clarity

• Pinpoint your target audience and what they care about

• Map out the essential elements of a strong, focused marketing strategy

If you have any questions, feel free to drop us an email at info@bagnamarketing.co.uk or meet us for a coffee at Platform or the Rose Bowl.