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Hallmarks of a Good Marketing Strategy

Hallmarks of a Good Marketing Strategy

While it is well-known that a marketing strategy is key to excellent marketing results, it can be hard to know just what to include in your plan. When you are beginning to write a marketing strategy, you might not know what it should look like and what it should include. However, no matter what kind of business you have or who you are marketing to, an effective marketing strategy will have several key components which should work together to help you achieve your marketing goals. Here are some hallmarks of an effective marketing strategy:

Clear Objectives

A good marketing strategy should have clear, measurable objectives that align with your business goals. This means defining what you want to achieve with your marketing, such as increasing brand awareness, generating leads, increasing search engine visibility, or driving sales. Remember, your goals need to be clear and measurable in order to know when you have reached them. Write your goals and then clearly outline the steps you need to take in order to reach them, including time-frames and targets you need to reach in order to succeed.

Understanding of the Target Audience

One of the first steps to creating an effective marketing plan is to know who you are marketing to. An effective marketing strategy is built on a deep understanding of your target audience, including their demographics, interests, pain points, and behavior. This enables you to create messaging and content that resonates with your ideal customer. Before you go any further in your strategy, make sure that you have a clear picture of your target audience and describe them in writing as part of your marketing plan.


Your marketing strategy should clearly articulate what sets your brand apart from competitors. This could be your unique value proposition, your brand personality, or your approach to customer service. Create a bullet-point list or other clear diagram showing exactly what sets your business apart, and why those things are important to your company. This should be easy to understand and practical so that you can refer back to it when you need inspiration for making content or creating advertising campaigns.


One aspect of marketing that every strategy should include is a clearly defined brand voice for your company. Consistency is key to building brand awareness and loyalty, and this consistency is created, at least in part, through advertising. Your marketing strategy should define consistent messaging, visual identity, and tone across all channels and touchpoints. The more clearly and practically this is written, the easier it will be for you and your team to consistently create content that aligns with and promotes your brand voice.

Multi-Channel Approach

An effective marketing strategy uses a mix of channels to reach your target audience where they are. This could include social media, email marketing, content marketing, search engine optimization, paid advertising, and more. When choosing the channels and platforms you will use for your advertising, it’s important to focus on the channels that will allow you to reach the most members of your target audience. Consider your ideal customer: Where they live, where they work, what they do, and where they will be the most likely to see your advertising campaign.

It is also important to not overwhelm yourself when you are creating your own marketing strategy. Don’t spread your advertising dollars and your efforts too thin. If you can’t effectively create content and advertising over all the channels that you choose, you may be less effective than if you focus on fewer channels but are more consistent. Start with a manageable amount of channels and platforms, and modify or add new channels as you go.

Measurement and Analysis

Data is one of the most important aspects of marketing. To know whether your marketing strategy is working, you need to track and analyze key metrics like website traffic, engagement, leads, conversions, and ROI. This allows you to optimize your strategy and make data-driven decisions. Keep your strategy nearby as you plan your advertising campaigns and social media posts, and reevaluate frequently.


Finally, an effective marketing strategy should be flexible and adaptable. The marketing landscape is constantly evolving, and you need to be able to adjust your strategy based on changing trends and customer behavior. If you can’t adjust your marketing strategy as you go, you will quickly end up frustrated, burnt out, and failing. You will also find that you may waste a lot of money advertising in the wrong places and to the wrong people.

Stick to the 80-20 rule when you are analyzing and adjusting your marketing strategy. This principle states that 20% of your effort will bring 80% of your results. Once you can identify the most effective parts of your strategy, you can start focusing more of your money and time on those areas, and eliminate the less effective campaigns and platforms. Over time, this will allow you to be as efficient with your advertising strategy as possible. You will spend less money on ineffective campaigns and you will not waste time trying to get new customers and sales from platforms that aren’t working for you.

Other Components

In addition to these things, there are often other components in a successful marketing strategy. Many people create content calendars that outline what content they will make and post on social media or their blogs. This calendar can help content creators and marketing teams be more consistent with their posting schedule, help them create more interesting and varied posts, and maintain a healthy advertisement-to-value ratio in the types of content they create. A marketing campaign may also include elements like planned sales events, networking opportunities, and more.


Regardless of the kind of business you have, and whether you are a local or online company, you will benefit from a marketing strategy that includes these important components. Consider each element carefully and be willing to modify them or adjust them as needed, and consult with your strategy frequently as you create advertising campaigns, design social media content, and plan your next marketing moves.