Whether it’s written down or not, all small businesses are running on strategy. It might be planned out, it might be “go with your gut,” or it might be “whatever is going to get us through the next week.” A marketing strategist can help you turn unconscious planning into a clear roadmap, aligning your thoughts, goals, and objectives with practical actions to help your business grow.

Some of the business owners I’ve spoken with on The Confident Content Podcast have experienced massive growth without ever sitting down to create a formal strategy. They’ve focused on making a profit and staying open to opportunity, often because they’ve already built something successfully before. For these business owners, marketing strategy is second nature, and they’re operating on autopilot.

But that approach doesn’t work for everyone. If you’re new to business, unsure about your pricing, finding it hard to explain what you do, or struggling to grow, it’s a sign you need to pause and take a closer look. That’s where a marketing strategist comes in.

Why Strategy Is Important for Small Businesses

We tend to think of strategy as something that comes out of big meetings, with detailed graphs and a thick document no one ever reads. But small business strategy doesn’t have to look like that. Instead, it’s about creating a clear plan, asking tough questions, and identifying blocks and opportunities that help your business move forward.

A small business strategy should be a living, breathing document. It needs to be written in plain English, reflect your own goals and values, and fit into the way you work.

What Does a Small Business Strategy Look Like?

Small business strategies differ from those used by larger organisations for many reasons:

• Direct involvement: Small business owners are actively involved in creating and implementing their strategies.
• Actionable steps: Strategies focus on practical actions that deliver results.
• Time and budget-conscious: They often rely on lower-cost, time-intensive solutions.

Key Areas to Include in Your Marketing Strategy

I’ve worked with over a thousand small business owners as a marketing strategist, and here’s what I recommend every small business strategy includes:

1. Define Your Goals
Start by pinning down what you want your business to achieve in terms of lifestyle and income. Often, we don’t spend enough time thinking about how our business fits into our lives. These decisions influence everything—from pricing to how much time you’re willing to spend working.

2. Identify Your Core Values
Your values shape everything in your business, from your culture to your marketing. I always ask myself, “Does this align with my values?” before posting or creating marketing material. Knowing your values ensures your content reflects what’s important to you and your audience.

3. Assess Capacity and Skills
Figure out what skills you need to take action. Many small business strategies include some level of skill development, as not every owner can outsource everything. Even if you have a team, understanding what “good” looks like helps you make better decisions.

4. Prioritise the Right Activities
For me, marketing strategy often starts by addressing the basics. Before diving into social media or creating content plans, I look for gaps. Is your website messaging clear? Are your offers positioned correctly? Are you talking to the right audience? Fixing these foundational elements is essential before moving to public-facing marketing.

5. Start with Free or Low-Cost Options
While I’m not afraid to invest in paid marketing, it’s crucial to get your organic marketing working first. If your unpaid efforts aren’t delivering results, paid advertising can quickly become expensive and ineffective.

6. Focus on Growth
The whole point of a marketing strategy is to grow your business—whether that’s more leads, more sales, or more opportunities. Your strategy should include systems to track your progress, whether that’s a simple whiteboard or a fully integrated CRM.

Why Work with a Marketing Strategist?

A marketing strategist brings fresh perspectives and asks the right questions to help you see your business more clearly. Whether it’s identifying hidden opportunities or helping you prioritise, they ensure your strategy is practical, actionable, and aligned with your goals.

The true value of a strategy lies in the process. By being actively involved, you’ll understand every recommendation and feel confident about implementing the plan.

Ready to Think Big?

If you’re ready to develop a marketing strategy tailored to your business, lifestyle, and goals, let’s work together. Learn more about my Marketing Strategy Intensive here and take the next step toward growing your business with clarity and confidence.