These two simple questions save countless hours of frustration and wasted effort.
Most startups and small businesses focus on tactics, posting on social, running ads, writing blogs, without a clear strategy.
They spread their efforts too thin and hope something works.
There is an easier way.
A real marketing strategy starts with two simple questions:
- Where are people looking for what you sell?
- Who already has their attention?
Answer those two questions, and you’ll know where to focus.
Where Are People Looking for What You Sell?
You can only choose one.
Make it specific.
This is your primary strategy, the place you’ll focus your efforts. It should guide every decision you make from here.
Who Already Has Their Attention?
When people are looking for what you sell, who are they listening to?
Who’s giving them advice, reviews, or referrals?
These are your potential partners, your future client generators.
They already have the audience you want. You just need to figure out how to partner with them.
Example: Pet Insurance
Let’s say your company sells pet insurance.
Where are people looking for pet insurance?
They’re probably searching online.
Who’s getting their attention there?
A Google search for “best pet insurance” brings up comparison sites like The Wall Street Journal, NerdWallet, and Forbes.
These sites are affiliates. They earn referral fees when people buy through their links.
So, your marketing strategy could be:
SEO + Partnerships.
SEO brings in direct leads.
Partnerships with affiliate sites are client generators.
Add Supporting Channels
Once your main strategy is clear, focus most of your effort there.
Then, add supporting channels that make sense for how people research and buy.
In the pet insurance example, online buyers don’t just search Google, they also browse YouTube, social media, and Reddit.
So, you could:
- Share helpful answers on Reddit threads about pet care
- Post short videos explaining common pet insurance myths
- Retarget visitors from your SEO traffic on social platforms
But remember, these channels support your core strategy. They shouldn’t replace it.
Periodically Update Your Strategy
Your strategy isn’t permanent.
Review it at least once a year.
If the way people look for your product changes, update your strategy.
The goal is to stay aligned with how people are buying what you sell.
Conclusion
A strong marketing strategy isn’t complicated.
Figure out where people look and who they trust.
Then execute relentlessly.
That’s how you create a marketing strategy that gets you clients.
