In the world of marketing, small businesses often feel left behind, believing that brand building and marketing are reserved for deep-pocketed large companies. However, this couldn't be further from the truth. While established brands may have a greater impact, emerging businesses can still make a splash if they have a clear and well-defined marketing strategy.
The problem lies in the misconception that goals and vision statements are equivalent to strategy. Setting a goal to be the number one brand in the category by the end of year one is admirable, but it is not a strategy—it is a goal. A strategy encompasses a set of different ideas and includes a plan to achieve these goals. Moreover, a good strategy also tells you what you should not be doing.
A robust strategy consists of three essential parts: context, decision, and a plan of action. The context involves simplifying the analysis of complex market scenarios and business needs. The decision is the final choice made to address the context from your perspective. Making hard decisions is unavoidable when forming a strategy, and it is the role of leadership to make these choices, even with limited information. Finally, the plan of action ensures that the decision is effective, providing a coherent set of actions that do not contradict one another.
Building a robust strategy doesn't require deep pockets or external consultants. Here's how you can do it:
Get the leadership team involved: Lack of coordination often leads to marketing in efficiencies. Align your leadership team on the goals you want to achieve, as this is the starting point. In emerging businesses, marketing and business goals are often the same, so use this to your advantage. Once you're aligned,funds can be found or generated.
Define your marketing objectives: Articulate your Job To Be Done (JTBD) or the popular GET-TO-BY framework. The sharper and clearer the statement, the better. This sets the foundation for your strategy.
Play to your Positioning: Regardless of the tactic, stay within your positioning and brand personality. Leverage your brand's uniqueness and distinctive assets to amplify your positioning. Consistency is key, and every customer engagement should reinforce your brand's differentiation. Word of mouth remains the most trusted and reliable form of marketing, so design every moment of customer interaction to reinforce your brand's message.
Execution: Once you have clarity on your objectives, target audiences, and desired brand image, you can focus on execution. Performance marketing, social media tactics like Reels, Shorts, and Memes may see menticing, but they should not be the starting point. Without a solid strategy, execution becomes chaotic and disjointed. Always be clear about why you're taking any action before implementing it.
Split tactics by consumer journey stages: To maximize effectiveness,align tactics with each stage of the consumer journey. Use Instagram Reels for awareness, your Instagram page and website for lead generation, and so on. Having the right objectives defined within a cohesive strategy gives purpose to every decision, creating a synergistic effect through out the entire marketing process.
By following these steps, small businesses can begin to see a significant increase in their return on investment. Remember, marketing is not solely for large corporations—it's about having a clear strategy, staying true to your brand's positioning, and executing with purpose. So, start building your marketing clarity today and watch your business thrive.
