How To Create A Marketing Strategy: A 7-Step Plan for Beginners

Imagine this: you’ve finally launched that online store you’ve been dreaming of for months.

You’ve photographed each handcrafted necklace,

written witty product descriptions, and even figured out the whole shipping thing.

You’re officially open for business!

But then… crickets.

Your beautifully curated Instagram feed is met with silence,

and your inbox remains tragically empty.

What gives?

Here’s the hard truth:

even the most stunning handmade jewelry needs a little help getting noticed in the vast online marketplace.

That’s where a solid marketing strategy comes in.

But don’t worry,

this isn’t about complicated algorithms or spending a fortune on ads (unless you want to!).

Think of this as your beginner-friendly guide to creating a marketing plan that actually gets your creations seen, loved, and ultimately, bought.

Let’s break it down into 7 simple steps.

Step 1: Know Yourself, Know Your Customer – Laying the Groundwork

Before you even think about posting on Instagram or designing a flyer, you need to lay some solid groundwork.

This means answering two fundamental questions:

1. Who Are You Trying to Reach?

In marketing speak, this is called defining your target audience.

Think of it like this: you wouldn’t try to sell sugar-loaded cereal to health-conscious adults, right?

You’d target families with kids (or adults who are secretly still kids at heart!).

Similarly, you need to figure out exactly who your ideal customer is.

What are their interests? What are their pain points? Where do they hang out online?

Let’s go back to those handcrafted necklaces.

Are you targeting bohemian souls who love natural stones and earthy vibes?

Or maybe your style is more minimalist chic, appealing to professionals who appreciate understated elegance?

Get specific! The more you understand your ideal customer, the better you can tailor your marketing messages to resonate with them.

2. What Makes You Special?

Next, it’s time to pinpoint your unique selling proposition (USP).

Don’t worry, it’s not as complicated as it sounds!

Your USP is simply what makes your business or product stand out from the crowd.

Ask yourself:

What problem do you solve for your customers?
What do you do differently or better than your competitors?
Why should someone choose you over everyone else?

Maybe your handcrafted necklaces are made with ethically sourced materials.

Or perhaps you offer a unique customization option that lets customers create their own designs.

Whatever it is, your USP is your secret weapon for attracting customers and building a loyal following.

Step 2: Set Your Goals – What Do You Want to Achieve?

Now that you know who you’re talking to and what makes you special, it’s time to set some goals.

Don’t skip this step! Having clear goals will keep you focused and motivated, and help you measure your progress along the way.

But not all goals are created equal.

Vague goals like “get more customers” are hard to work towards because you’re not sure what to aim for!

Let’s make your goals super clear and actionable:

Get Specific: Instead of “more sales,” aim for something like “increase sales by 15%.” See the difference?
Make it Measurable: How will you track your progress? Pick goals that involve numbers, like website visits, social media followers, or email subscribers.
Keep it Real: Be honest with yourself about what you can achieve in a certain timeframe. Rome wasn’t built in a day, and your business won’t be an overnight sensation either.
Stay Focused: Your goals should line up with what you ultimately want to achieve with your business.
Set Deadlines: Give yourself a time limit to stay on track!

Here are some examples of awesome, actionable marketing goals:

Increase website traffic by 20% in the next three months.
Get 50 new people to sign up for your email list through your website by the end of the month.
Grow your Instagram following by 10% in the next two months.

Remember, your goals will be unique to your business and what you want to achieve. The important thing is to have them!

Step 3: Choose Your Marketing Channels – Where Do You Find Your Customers?

You’ve got your target audience, you’ve got your USP, and you’ve set some killer goals.

Now it’s time to figure out where you’re going to reach those dream customers.

Think of marketing channels as the bridges connecting you to your audience.

Just like you wouldn’t try to cross the ocean in a rowboat (unless you’re super adventurous!),

you want to choose the right channels that will effectively get your message in front of the right people.

Here’s a rundown of some popular marketing channels:

Online Channels:

Social Media: This one’s a no-brainer, right? But don’t spread yourself too thin. Focus on the platforms where your target audience hangs out. Are they pinning DIY projects on Pinterest? Sharing career tips on LinkedIn? Obsessed with Instagram Reels? Go where they are!
Content Marketing: This is a fancy way of saying “create valuable content that attracts your ideal customers.” Think blog posts, videos, infographics, how-to guides – anything that provides genuine value and positions you as an expert in your field.
Email Marketing: Don’t underestimate the power of a good old-fashioned email list! It’s a direct line to your audience’s inbox, where you can share promotions, updates, and build relationships.
SEO (Search Engine Optimization): This is all about making sure your website pops up when people search for things related to your business. It’s a long-term game, but it’s essential for getting found online.
Paid Advertising: If you’ve got some budget to play with, paid ads on platforms like Google, Facebook, and Instagram can give you a targeted boost in visibility.

Offline Channels:

Flyers and Brochures: Yes, print is still alive and kicking! If your target audience frequents local businesses or events, a well-designed flyer can be a great way to grab their attention.
Events and Workshops: Connecting with potential customers face-to-face is incredibly powerful. Consider hosting a workshop, attending a craft fair, or sponsoring a local event.
Partnerships: Team up with other businesses that target a similar audience. Maybe you can offer a discount code to their customers, or collaborate on a joint giveaway.

The best approach? A mix of online and offline channels tailored to your specific audience and budget.

Step 4: Craft Your Message – What Do You Want to Say?

You know where you’re going to reach your audience, but now you need to figure out what you’re going to say.

This is where you put on your copywriting hat (don’t worry, it’s not as intimidating as it sounds!).

Your marketing message is essentially the heart and soul of your strategy.

It’s how you communicate your brand’s personality, highlight your USP, and ultimately, persuade people to choose you.

Here’s the thing: people are bombarded with messages all day long. To cut through the noise, your message needs to be:

Crystal Clear: No jargon, no fluff, just straight-to-the-point communication that people can understand instantly.
Compelling: Why should people care about what you’re offering? Highlight the benefits, not just the features. What problem do you solve? How will you make their lives better?
Authentic: Let your personality shine through! People connect with brands that feel genuine and relatable.
Targeted: Remember your target audience from Step 1? Speak directly to them, using language they understand and addressing their specific needs and desires.

Let’s go back to those handcrafted necklaces.

Instead of saying “We sell beautiful necklaces,” try something like:

For the Boho Soul: “Embrace your inner goddess with our handcrafted necklaces, featuring ethically sourced gemstones and unique designs.”
For the Minimalist Chic: “Elevate your everyday style with our timeless and elegant necklaces, crafted with the finest materials.”

See the difference? By using specific language and highlighting the benefits, you’re speaking directly to your ideal customer and making them feel understood.

Step 5: Set Your Budget – How Much Can You Spend?

Let’s face it:

marketing often involves spending some money. But before you empty your piggy bank, it’s crucial to set a realistic budget.

Don’t worry, this doesn’t have to be complicated!

Here are a few simple ways to approach your marketing budget:

Percentage of Sales: A common method is to allocate a certain percentage of your projected sales to marketing. This could be anywhere from 5% to 10%, depending on your industry and goals.
Competitive Parity: Take a peek at what your competitors are spending. This can give you a benchmark for your own budget.
Objective-and-Task: This method involves figuring out how much each marketing activity will cost (e.g., Facebook ads, printing flyers, attending events) and then allocating your budget accordingly.

Remember, your budget will depend on factors like your business size, your goals, and your available resources.

Here are a few tips for maximizing a limited budget:

Prioritize: Focus on the marketing channels that will give you the biggest bang for your buck.
Get Creative: Think outside the traditional advertising box. Can you collaborate with other businesses for cross-promotion? Can you leverage user-generated content on social media?
Track Your ROI (return of investment): Always track your results so you can see what’s working and what’s not.

Step 6: Create a Content Calendar – Stay Organized

You’ve got your channels, you’ve got your message, and you’ve even got a budget!

Now it’s time to bring it all together with a content calendar.

Think of your content calendar as your marketing command center.

It’s where you plan, schedule, and organize all your amazing content, so you can stay on top of things and avoid that last-minute scramble (we’ve all been there!).

Here’s why a content calendar is your new best friend:

Consistency is Key: Regularly posting valuable content keeps your audience engaged and reminds them that you exist (because who wants to be forgotten in the depths of the internet?).
Avoid Feeling Overwhelmed: Planning your content in advance prevents that dreaded feeling of “Oh no, I need to post something… NOW!”
Spot Opportunities: A bird’s-eye view of your content plan helps you identify potential themes, collaborations, or seasonal promotions.

You can create a content calendar using a simple spreadsheet, a project management tool like Trello, or even a good old-fashioned wall planner.

Here’s what to include:

Date and Time: When will you publish each piece of content?
Channel: Where will you share it (e.g., Instagram, Facebook, blog)?
Content Type: What kind of content is it (e.g., image, video, blog post)?
Topic/Theme: What will you be talking about?
Target Audience: Who are you trying to reach with this piece of content?
Call to Action: What do you want people to do after consuming your content (e.g., visit your website, sign up for your email list)?

The most important thing is to find a system that works for you and stick with it!

Step 7: Track and Analyze – Don’t Just Guess, Know What Works!

You’ve put in the work, you’ve launched your marketing strategy… now what?

Time to kick back and watch the sales roll in, right?

Well, not quite.

The final (and arguably most important) step is to track your results and analyze what’s working (and what’s not).

This is how you turn your marketing from a guessing game into a data-driven machine!

Here’s the deal:

not every piece of content will be a home run. Some social media posts will flop. Some email campaigns will get ignored.

That’s totally normal! The key is to pay attention to the data and use it to refine your strategy over time.

Here are a few key metrics to keep an eye on:

Website Traffic: How many people are visiting your website? Where are they coming from (social media, Google search, etc.)?
Conversion Rates: How many website visitors are taking your desired action (e.g., making a purchase, signing up for your email list)?
Social Media Engagement: How many likes, comments, and shares are your posts getting?
Email Open and Click-Through Rates: How many people are opening your emails? Are they clicking on your links?

Most online platforms (like Google Analytics, social media platforms, and email marketing services) offer built-in analytics dashboards.

Get familiar with these tools!

By tracking your results and making data-driven decisions, you’ll be well on your way to creating a marketing strategy that delivers real results.

You Got This!

And there you have it – a beginner-friendly roadmap to creating a marketing strategy that actually works!

Remember those amazing cupcakes (or handcrafted necklaces, or whatever awesome thing you’re offering)?

Now you have the tools to get them out into the world and in front of the people who will love them as much as you do.

Here’s a quick recap of the 7 steps:

Know Yourself, Know Your Customer: Define your target audience and your unique selling proposition (USP).
Set Your Goals: Get clear on what you want to achieve with your marketing.
Choose Your Marketing Channels: Figure out where your target audience hangs out online and offline.
Craft Your Message: Create compelling content that resonates with your ideal customer.
Set Your Budget: Determine how much you can realistically spend on marketing.
Create a Content Calendar: Plan and schedule your content to stay organized and consistent.
Track and Analyze: Monitor your results and make adjustments as needed.

Now go forth and market your heart out!

You’ve got this.