Let’s be real, “build a marketing plan” sounds like one of those vague to-dos that sits on your list for months because it feels huge. But it doesn’t have to be. When you break it down into manageable pieces, building a strong marketing strategy can actually be energizing (yes, energizing!) and, dare we say, fun.

Here’s how we like to think about it step by step.

1. What’s Your Goal?

Start here: What are you actually trying to accomplish?
Not just “grow revenue” or “get our name out there.” Get specific.

• Do you want to drive more leads?
  
  
• Improve customer retention?
  
  
• Launch a new product?
  
  
• Break into a new market?
  
  

The clearer your goal, the easier it becomes to build a plan around it. Don’t skip this part, it’s your anchor and it’s the part that allows you to measure your success. Take the time you need to think about it. 

2. Define Your Target Market

This is your “who.” And you’ll want to break it down two ways:

Who do we have?
Look at your current customers. What industries are they in? What roles do they hold? What problems are you solving for them? Are they the customers that you really want to continue to go after? 

Who do we want?
Now, stretch a little. Are there audiences you haven’t cracked yet? Dream accounts? Maybe a niche vertical that’s been flying under the radar but fits your offering perfectly?

This is where marketing gets strategic, you have to start figuring out how to reach the right people, not just more people. Because at the end of the day, you need to target the right people so that they convert into real customers. 

3. Nail Your Messaging

Messaging is your magnet. It’s what draws people in and makes them care.

Ask yourself:

• What do we do that actually sets us apart?
  (Spoiler: It’s usually more than “great customer service.” Dig deeper. Why did you start in the first place? What was missing in the market that made you create this company?)
  
  
• Why are customers going to buy from us?
  Is it because you’re faster? Simpler? More specialized? Cheaper? Higher quality? More innovative?
  
  

Messaging isn’t just copywriting, it’s your story, your pitch, and your rallying cry all in one. Typically we’d do a full deep dive and create a messaging map so that everyone at your company knows exactly what you are and why you’re doing what you’re doing. It’s a simple exercise but pays off dividends in the long run.

4. Choose the Right Programs & Tactics

Now the fun part, putting it all together and executing. You’ve got your goal, audience, and messaging. So how do you bring it all to life?

Here are a few tried-and-true programs and tactics to consider:

• Inbound campaigns (blogs, SEO, lead magnets)
  
  
• Outbound marketing (email sequences, targeted ads, LinkedIn outreach)
  
  
• Events (webinars, conferences, roundtables)
  
  
• Partnerships (channel marketing, co-branded content)
  
  
• ABM (account-based marketing for high-value targets)
  
  
• Customer marketing (upsell, referrals, loyalty plays)
  
  

Pick a mix that aligns with your goals, budget, and team bandwidth. It’s okay to start small—consistency beats complexity every time.

Wrapping It All Together

A marketing strategy doesn’t have to be a 100-slide deck. It just needs to give you clarity on what you’re doing, why you’re doing it, and how you’ll measure success.

Set your goal. Know your audience. Craft your story. And then put it into motion with the right mix of tactics.

Need a gut check or help putting it together? That’s exactly what we love doing at Kovalcik Marketing. Our passion is helping teams put together their marketing strategies and executing to achieve real goals. If you’re ready to get started or just want to have a chat, fill out the form and we’ll get things going for you!