People have thrown around the term “marketing strategy” a lot lately. They do this without even realizing that what they’re discussing is actually marketing tactics. The Instagram posts and the paid search campaigns you plan out are all part of marketing tactics. These are used to execute your strategy.

Obviously, we know that marketing strategies are important for every business. Yet, there are people who dream of charging into a business without one.

We invest a lot of time and money into building a new business expecting to see a huge array of clientele. But, if you want to really see customers coming for your products and services, you need to actively let them know of your existence. This is where a solid marketing strategy comes to help.

In this post, we will take a look at what you would need to put together go to marketing strategies for your business.

Understanding Who Your Ideal Audience Is

Now, you might be wondering, ‘I know who my ideal clients are!”. But, think again, do you really know how to define your ideal clients.

If you are a tax preparer who consider all those who wants to do their taxes as your ideal clients, then you are defining them too broadly. Some of them might be, but all of them are not.

What makes customers your ideal customers is when the expertise that you offer best fits their needs. For instance, if your business might be addressing a specific tax needs like high net worth, then your clients would be individuals who have lots of investments and philanthropists. Additionally, they would be the ones who would be willing to spend more to get a quality job done.

However, this doesn’t mean that you must only serve your ideal clients. All you need to concentrate on is to demonstrate how you could serve this type of people through your marketing message.

Guide People Through The Marketing Hourglass

As your customers pass through different stages of their journey with your business, their buying question and goals keep on changing. Thus, it is your job to make sure that you guide your clients efficiently through the marketing hourglass.

Take a logical approach here which includes getting to know, trust, try, buy, etc. Keep asking yourself questions that would help you identify your customers’ needs. For instance, in the know phase, think about where your potential clients who don’t know about your existence would be roaming. Where would they go to find a business like yours?

The answer to this question can vary from Google searches to your neighbors. Once you find the answer, move to the next stages until you find all the answers required to craft the ideal marketing strategy.

Remember, once you identify your customers’ needs at different stages of the marketing hourglass; ensure that those needs are addressed by your online assets as well. This helps you craft your core message, and add a voice to your strategy.


Once you build your marketing strategy, your next step would be to come up with tactics. This is in order to meet your clients where they are. Are your ideal clients thought to depend on the Internet to find services? You need to come up with a hub page that ranks in SERPs. You would also need testimonials and positive customer feedback on your website as these are what contribute to building trust.

If you found this article interesting, or if you are in need of help to craft go to marketing strategies, reach out to us at the earliest. We can’t wait to hear from you.