Why Every Business Needs a Marketing Strategy

Every business in every industry has two ultimate goals, to gain more customers and increase sales. To achieve these goals, creating a successful marketing strategy is pivotal. Although businesses will have a variety of other targets in mind, a marketing strategy is ideal for attracting and retaining customers, promoting goods and services and keeping up with current trends. Having a solid marketing strategy in place can pay off in a number of ways and has proven to help companies grow and improve in a number of areas.

What Does a Marketing Strategy Include?

A marketing strategy is a document outlining a business’s purpose and goal in terms of marketing methods and techniques. This strategy helps to distinguish customers and how they engage online outline primary goals and objectives and presents a clear framework for the business to follow. Some features included in a marketing strategy include:

  • Objectives and visions
  • Target audience
  • Audience persona 
  • Marketplace position 
  • Multi-channel plan
  • Timeline of actions 

Creating online content is one of the most powerful ways to reach new customers. Businesses from around the world, from freelance designers to huge corporates, create valuable content such as guides, articles, tips, video footage and adverts. Your strategy distinguishes your target personas, where they consume content, what words and phrases they search for, and which types of content they prefer. By researching these variables, your content has a greater chance of being seen. 

The Benefits of a Marketing Strategy

Whether you’re a CEO of a small business or running a startup or large corporate office, a marketing strategy can help to achieve goals and create a successful brand. Here’s why every business needs a marketing strategy. 

Creating Business Goals

If you don’t have a clear target for your business, it is almost impossible to manage, execute and succeed in any industry. Every business needs certain goals to work towards, because without these, what is the purpose of the business? Whether this is a desired annual figure or to get your Instagram followers up, a clear strategy opens your eyes to all you want to achieve. 


A marketing strategy ensures that every team member is on the same page and that every task and activity is delivered smoothly. These strategies typically include strict instructions, equipment, platforms and methods for employees to follow. Without these features in place, a company can end up fractured and counterproductive. Creating particular jobs for particular employees makes sure everyone is planning their time efficiently and working together as a team. 

Better Customer Service

A marketing strategy also offers benefits to the customer. A marketing strategy could include improved customer service, creating a new customer support page, improving response time or improving customer reviews. This strategy will also improve customer experience as part of the research includes customer insights and preferences. 

Modernises a Business

Keeping up with current trends, no matter the industry is a huge part of a marketing strategy. By modernising a business, customers can not only interact and engage easier and quicker but it also shows that your business is growing and improving. Modernising a business might include implementing social media, online chatbots and utilising digital marketing.

Competitive Advantage

Part of a marketing strategy might include competitor research and finding ways to make your brand stand out in a crowded market. By carrying out this research, you can then implement changes and techniques to give your business a competitive advantage. This could include design work, social media, content marketing, providing a particular service or achieving certain goals. 

Company Growth 

Reaching goals and improving company performance, creates space for the future and offers new opportunities in a number of ways. By following and completing a marketing strategy, you can then record and complete tasks before a particular deadline. This document can then be used in the future for the next strategy and highlights everything the business has achieved or has not achieved.


Author details : 

Annie Everill, Digital Marketing Executive, Imaginaire