No fluff. No filler. Just the stuff that matters.
If you’ve ever been handed a 30-page “strategy” document and felt your brain melt by page 3, you’re not alone. Marketing strategies are supposed to be helpful – but they’re often bloated with buzzwords, vague goals, and recycled templates that don’t reflect you or your audience.
So let’s strip it back. What belongs in a marketing strategy that works?
🎯 First, What Is a Strategy?
A marketing strategy is your game plan. It’s how you connect with the right people, in the right way, to achieve the right outcomes. It’s not a list of tactics. It’s not a mood board. And it’s definitely not a one-size-fits-all PDF that could apply to any business.
A good strategy should feel like a compass – not a cage.
🧩 The Essentials of a Useful Strategy
Here’s what I believe every ethical business or charity deserves in their marketing strategy:
- Audience Insight
Who are you trying to reach? What do they care about? What barriers might they face? This section should go beyond demographics and dive into real motivations, needs, and behaviours. Bonus points if it includes lived experience or direct feedback.
- Clear Goals
What are you trying to achieve – and why? Whether it’s increasing donations, growing your community, or launching a new service, your goals should be specific, measurable, and rooted in your values.
- Core Messaging
What do you want people to know, feel, and do? This is where your voice, values, and benefits shine. Messaging should be consistent but flexible enough to adapt across channels.
- Channel Plan
Where will your message live? Social media, email, events, partnerships – choose the platforms that make sense for your audience. No need to be everywhere. Just be where it counts.
- Measurement & Learning
How will you know it’s working? Include simple ways to track progress (not just vanity metrics) and build in space to reflect, adapt, and learn. Strategies should evolve – not gather dust.
🚩 Red Flags to Watch Out For
If your strategy includes any of the following, it might be time for a rethink:
- “Our target audience is everyone.” (Nope.)
- Goals like “raise awareness” with no follow-up.
- Generic messaging that could apply to any organisation.
- A channel list that reads like a social media buffet.
- No mention of how you’ll measure success or adapt over time.
🦈 Want a Strategy That Works?
I help charities and ethical businesses create clear, kind, and usable strategies – without the jargon or overwhelm. Whether you need a fresh start or a second opinion, I offer collaborative reviews and planning sessions tailored to your team.
📩 Just drop me a message at becki@pyjamasharkmarketing.co.uk or explore my services here.
