Embarking on your marketing journey can feel like staring at a blank canvas. Exciting, but also a bit overwhelming. If you’re anything like me when I first started, you probably Googled “how to make a marketing plan.” I remember clearly what that felt like - I was buried under jargon, strategies, and tools that seemed more suited for corporations than small businesses or solopreneurs.
Let me start with this comforting truth - marketing doesn’t have to be complicated. It just needs to be clear and purposeful, and of course you need to be consistent.
Understand Your Why
Before diving into strategies or tools, take a moment to reflect.
Why are you marketing?
Are you looking to build brand awareness or to increase sales? Or perhaps it’s to connect with your audience… Having clarity about your goal is the first step to success.
Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.” This applies as much to your marketing efforts as it does to your business overall. When your purpose shines through, your messaging becomes authentic and will resonate with your audience.
Know Your Audience
A beginner mistake I often see (and made myself) is trying to market to “everyone.” But here’s the thing: not everyone will need or want your product. The key is understanding your ideal customer.
Ask yourself:
- Who are they? (Demographics like age, location, income.)
- What are their pain points? (What problem are you solving for them?)
- Where are they? (Which platforms do they use, and how do they consume content?)
For example, research shows that 81% of consumers conduct online research before making a purchase. If your target audience spends most of their time on platforms like Instagram, focusing your marketing efforts there can yield far better results than spreading yourself too thin across multiple platforms.
Start Small with Strategies That Work
You don’t need a massive budget or a degree in marketing to start seeing results. Begin with simple, cost-effective strategies:
- Social Media: Create an account where your audience hangs out. Share stories, tips, and behind-the-scenes content.
- Content Marketing: Blogs like this one are a powerful way to build trust. Answer common questions your audience has.
- Email Marketing: It’s by no means outdated! Personalised emails still have one of the highest ROI rates in marketing.
Use Tools That Will Help to Simplify Your Work
The good news? There are tons of free or affordable tools that can help you stay organised and effective:
- Canva for design (perfect for creating social media graphics).
- Mailchimp for email marketing.
- Trello for planning campaigns.
Each of these tools is user-friendly, making them ideal for beginners.
Measure > Learn > Repeat
Marketing success isn’t about perfection; it’s about consistent learning and adapting your strategies as you progress. To improve, you need to track your efforts, analyse your results, and then apply those insights to refine your approach.
Remember: It’s okay to experiment. Some things might flop, but every misstep is one step closer to understanding what works best for your audience.
1️⃣ Set Clear Metrics
Before launching any campaign, decide what success looks like. Metrics vary depending on your goals:
- Awareness Campaigns: Track impressions, reach, and social media followers.
- Engagement Efforts: Monitor likes, shares, comments, or time spent on your website.
- Sales Goals: Look at conversions, revenue generated, or email sign-ups.
Clear benchmarks make it easier to see what’s working and where adjustments are needed.
2️⃣ Use Tools to Simplify Tracking
You don’t need expensive tools to start analyzing your performance. Some excellent free options include:
- Google Analytics: Tracks website traffic, user behaviour, and conversions.
- Social Media Insights: Platforms like Instagram, Facebook, and LinkedIn offer in-built analytics to monitor post performance and audience demographics.
- Email Marketing Platforms: Tools like Mailchimp or Brevo track open rates, click-throughs, and bounce rates.
3️⃣ Look for Patterns
Over time, trends will start to emerge.
- Do your blog posts perform better on certain days?
- Is your audience more engaged with videos than static images?
Use these patterns to inform future decisions and double down on what works.
4️⃣ Learn from your Failures
Not every campaign will succeed - and that’s okay. Treat mistakes as learning opportunities. For example:
- A low-performing email campaign might indicate unclear subject lines or poor timing.
- A social media post that flopped could reveal a mismatch in content and audience interests.
Make adjustments and view each attempt as a step closer to understanding your audience.
5️⃣ Iterate and Improve
The most successful marketing strategies are built on iteration. Regularly update your plan by:
- Testing new content formats (e.g., videos, infographics).
- Adjusting your messaging based on feedback and analytics.
- Experimenting with different tools or platforms.
6️⃣ Celebrate Small Wins
Finally, acknowledge every milestone - no matter how small. Whether it’s your first email sign-up, a slight bump in website traffic, or positive feedback from a client, these wins are proof that your efforts are making an impact.
A Personal Note on Starting Out
When I first started on my own journey, I was overwhelmed by the noise in the marketing world. What grounded me was realising that every small task is progress and growth. Your first email campaign might feel clunky or awkward, and your first blog might only have a handful of readers. But that’s okay. Learning and moving forward is what matters.
As Lao Tzu said, “The journey of a thousand miles begins with a single step.
Take the First Step
If you’re ready to simplify the process, I’ve created a toolkit that breaks down the essentials of a marketing plan into easy-to-follow templates. You don’t have to do it alone - download your copy today and start building a plan that works for you.
🌟 Remember, every big success started with a first, small step. What will yours be?