What elements to include in your small business marketing strategy

To ensure that your business can lead the right path to marketing success, you need to put in place a plan to help you achieve it. In doing so, you can outline clear goals and understand what it is you need to do to get there.


If you’re not entirely sure where to start with your marketing plan, these next steps will provide you with a guide on what to include and why it’s necessary. From here, you’ll be able to create a marketing that’s suitable to your business.

The market you’re targeting

What’s crucial to your business succeeding is understanding your target market. If you’re targeting the wrong audience then you’ll be wasting valuable time and resources. You need to be able to reach the right audience so they’re more likely to turn into conversions. Creating customers personas and doing thorough consumer market research can help provide you with a better understanding of this. Who your target market is will mould the rest of your marketing strategy.

What products and services you have

There may be several ways that your business gains revenue. For example, if you’re a barber shop you may have one revenue stream through your barber service and another through hair products.


Document your revenue streams in your marketing plan including online sales, advertising through your website, affiliate marketing etc. This will then enable you to create a marketing plan for each individual revenue stream. 

It may also be worth noting down how you expect these streams to provide income to your business. Will it be through online payment? Can customers only pay in cash? This is what you need to consider.

Your USP

What is the reason consumers will use your business over competitors? Do you have something unique that they don’t have? Your USP is key to enticing users to your business against your competitors. Highlighting this in your marketing plan will allow you to think of ways to showcase this unique selling point to the rest of your audience.

Creating your brand

Any marketing or branding agency will tell you that marketing and branding are very much aligned with one another. Marketing is about putting in place methods to attract your audience, whilst branding involves how your customers can relate and connect with your business. If your brand is about high quality, then your marketing shouldn’t project how good value for money your services and products are. Speak with your design agency Manchester to gain a better understanding of how the two can work together.

Your choice of marketing channels

Outline what marketing channels you’re looking to use based on the consumer research that you’ve conducted. You need to use the right channels to target the right audiences. From outlining what marketing channels you plan to use you can then decide what marketing channels you’ll pay more attention to. 

Marketing planning is essential

Without a plan you plan to fail, a saying that will always be relevant to business needs. By producing a plan for your marketing, it will outline the end goal that you’re looking to achieve and how the different elements will work for the marketing campaigns to be successful.