How to write a marketing strategy

When you're planning to start a business, having a marketing strategy is crucial for getting your new enterprise off the ground – and for preparing to apply for funding. Here, we explain how to write a marketing strategy, how it informs your marketing plan, and some of the marketing channels you might consider using later.

What is a marketing strategy?

A marketing strategy is a top-level overview of how you plan to reach, engage, and persuade your customers to buy from you. It is informed by market research and is a key part of your overall business plan.

It acts as a decision-making framework, helping you stay focused as your business grows and evolves. A good rule of thumb for the level of detail is that someone could pick it up and quickly understand your:

• Goals – aligned with your wider business objectives
• Budget – what you have available for marketing
• Target customer – who you want to reach and serve
• Product or service offering – what you’re selling
• Price points – how you’re priced in the market
• Positioning – your unique proposition and key messages
• Distribution channels – where people can buy from you (e.g. online, in-store, through resellers)
• Communication channels – how you’ll get your message out there (e.g. events, PR, social media)

It won’t go into the specifics of which platforms you’ll use, what content you’ll post, or when and by whom. Those come later, in your marketing and sales plan.