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Why having a marketing strategy is non-negotiable for your small business

Updated: Feb 22, 2023

A marketing plan is a crucial resource for any small business

As the owner of a small business, you may be wondering whether you really need a marketing strategy. After all, can’t you just wing it and hope for the best?

Unfortunately, that’s not a good enough approach if you want your business to succeed. A marketing strategy is non-negotiable for your small business – and here’s why.

A marketing strategy helps you to:

- Define your target market

- Set your marketing goals

- Choose the right marketing mix

- Measure your results

Without a marketing strategy, you’re just shooting in the dark and wasting your time and money on marketing activities that may or may not be effective. If you want your small business to succeed, you need to have a marketing strategy in place.

Defining Your Target Market

A strong marketing strategy starts with understanding who you’re targeting and why. When you define your target market, you’re narrowing your focus to a specific group of customers who will be most likely to buy from you. This could be based on factors such as age, gender, location, interests, or job title. Once you’ve identified your target market, you can tailor your marketing efforts to appeal to their needs and preferences. Your website and social media presence should reflect your target market’s interests, while any advertisements should be tailored to hit the right demographic. By knowing who you’re targeting, you’re able to craft a more effective marketing strategy.

Setting Your Marketing Goals

With your target market identified, it’s time to set your marketing goals. To determine effective goals, start by answering two key questions – what do you want to achieve with your marketing, and how will you measure success? Your marketing goals may include things like increasing website visits, boosting sales of a particular product, driving more engagement on social media, or increasing the number of newsletter subscribers. Once you’ve identified your goals, it’s important to track your progress to ensure your efforts are paying off. Having measurable goals will help you to monitor your results and make appropriate adjustments as needed.

Choosing the Right Marketing Mix

Once you’ve identified your target market and set your marketing goals, it’s time to decide on the best way to reach your audience. The marketing mix is the collection of tools you use to promote and sell your products or services. This could include things like website design, content marketing, SEO, email marketing, social media, and digital or traditional advertising. Finding the right mix of marketing activities is key to reaching your target market. You’ll need to evaluate which channels offer the best return on your investment, and adjust your strategy as necessary.

Measuring Your Results

Last but not least, it’s important to measure your results and make adjustments as needed. When evaluating your metrics, look for patterns to help you understand why visitors or customers are engaging or converting. Keep track of the metrics that matter to you, such as website visits, leads, conversions, and customer lifetime value. This will help you understand which of your marketing efforts are working and which ones need to be tweaked or abandoned.


In conclusion, it’s clear that having a solid marketing strategy is essential for any small business. With the right strategy in place, you can define your target audience, set your marketing goals, choose the right marketing mix, and measure your results. By taking the time to create and implement a marketing strategy, you’ll be able to maximize your reach and ultimately help your business to succeed.

About us

JB Marketing is a full service marketing consultancy based in Ashby de la Zouch, Leicestershire. With 12 years marketing experience, you can rely on us to provide innovative and intelligent marketing communications that are tailored to your audience and deliver real business benefits.

JB Marketing works with clients in a range of industries across a variety of marketing channels including social media, email marketing, event management, design & print, digital advertising, paid search, offline promo, copywriting and much more.

Some clients use us as an extension of their team, where as for others we’re trusted marketing advisors. However you choose to work with us, we always act as if we’re a part of your business.

Simply get in touch to find out more. We'll take care of everything for you, so you can focus on running your business.

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