Most small businesses don't have a marketing strategy. They have a list of tactics. There's a difference.
Tactics vs strategy
A tactic is "we post on Instagram twice a week". A strategy is "we're targeting these customers, in these towns, through these channels, with this budget, against this outcome — and here's why".
What a strategy contains
- →Target customer (specifically — not "small businesses")
- →Channels you'll invest in and why
- →Budget split across channels
- →Quarterly outcome targets
- →Reporting cadence
When you need one
Once you're spending more than ~£2,000/month on marketing across more than one channel, a written strategy stops being optional.
