marketing strategy

Become a Better Marketing Strategist

Becoming a marketing strategist will be crucial for solo entrepreneurs in the years to come for several reasons. First, as competition in the digital space continues to grow, it will become increasingly challenging for businesses to stand out and attract customers. By developing a strong marketing strategy, solo entrepreneurs can differentiate themselves from their competitors and increase their visibility.

Second, as technology and consumer behavior continue to change, solo entrepreneurs will need to adapt their marketing approaches to stay relevant and effective. A marketing strategist can help identify emerging trends and technologies and develop strategies to take advantage of them. Learning to become a strategist yourself will potentially solve a lot of problems.

Third, to create successful marketing strategies, it\’s crucial to have a comprehensive understanding of the target audience, including their needs and behaviors. Solo entrepreneurs can benefit from adopting a marketing strategist mindset. By conducting thorough market research and gathering pertinent data, they can shape their strategies to cater specifically to their audience\’s needs and preferences. This customized approach guarantees a higher chance of success.

Finally, a well-executed marketing strategy can lead to increased revenue and business growth. As solo entrepreneurs seek to scale their businesses and increase their impact, a marketing strategist can provide the expertise and guidance needed to develop and execute successful marketing campaigns.

In short, as the digital landscape continues to evolve and become more competitive, solo entrepreneurs who invest in marketing strategy will be better positioned to succeed and thrive in the years to come.

Is it Time for a Change?

There are several signs that may indicate that a business needs a better strategy. Some of the obvious signs include:

5 obvious signs:

  1. Lack of growth or decline in revenue despite ongoing efforts – This could be a clear indication that current tactics and strategies are no longer effective, and a better business strategy is needed to identify new growth opportunities.
  2. Increased competition – If you notice that your competitors are starting to outperform you or offer similar products or services at a lower price, it\’s time to re-evaluate your business strategy to stay competitive.
  3. Failure to meet goals or targets – If you consistently fail to meet your business goals or targets, it may indicate that your current strategy is not aligned with your business objectives, and a new approach is needed.
  4. Poor customer feedback or reviews – Negative feedback from customers could indicate a need to revisit your strategy to improve the customer experience, customer service, or the products and services you offer.
  5. Competitors Outperforming: When a solo entrepreneur\’s competitors are outperforming them consistently, it may indicate a need for a better business strategy. This could be a sign that the current strategy is not competitive enough and needs to be updated.

However, there are also some not-so-obvious signs that may indicate the need for a better business strategy, such as:

  1. Fluctuating or declining revenue: If you\’re noticing a trend of inconsistent or decreasing revenue, it may be time to reevaluate your business strategy. This could include examining your target audience, marketing efforts, pricing structure, or product offerings. For example, if you\’re a freelance writer and you notice your revenue decreasing, you might need to adjust your rates, expand your service offerings, or target a different audience.
  2. Sudden difficulty acquiring new customers: If you\’re struggling to attract new customers or clients, it could be a sign that your marketing and sales strategies need improvement. This might involve refining your brand messaging, revamping your website, or exploring new advertising channels. For instance, if you run an online store selling handmade jewelry and are having trouble acquiring new customers, you could consider collaborating with influencers on social media to reach a wider audience.
  3. Lack of personal satisfaction: Even if your business is generating revenue, you may still feel unfulfilled or unhappy with the work you\’re doing. This could be a sign that you need to realign your business goals and values with your personal aspirations. For example, if you\’re a graphic designer who feels unfulfilled by creating designs solely for corporate clients, you might want to shift your focus towards working with nonprofit organizations or small businesses that align with your values.
  4. Difficulty balancing work and personal life: As a solo entrepreneur, it can be challenging to find a healthy work-life balance. If you\’re constantly working long hours or feeling burnt out, it may be time to reassess your business strategy. This could include delegating tasks to a virtual assistant, automating certain processes, or rethinking your overall workload. For instance, if you\’re a life coach who is struggling to find time for personal activities, you could consider creating a “one-to-many” group coaching program to maximize your time and serve more clients.
  5. Lack of innovation or growth: If your business has been stagnant for an extended period of time, it could be a sign that you need to reevaluate your strategy and explore new opportunities for growth. This might involve introducing new products or services, expanding into new markets, or pivoting your business model entirely. For example, if you\’re a photographer who has been offering the same packages and services for years without seeing much growth, you could explore branching out into videography or offering destination photography sessions to attract new clients.

It\’s important for business owners and leaders to regularly assess their business performance and be aware of these signs so they can proactively adjust their strategy as needed.

Strategies and Tactics – Understand the Difference

Before we go any further, let’s talk about the difference between strategies and tactics. A strategy is a high-level plan for achieving a specific goal or objective, while a tactic is a specific action or technique that is used to execute that strategy.

A strategy provides a framework for making decisions and taking actions that align with your overall goals. It involves analyzing your market, identifying your target audience, and determining the best approach to achieving your desired outcomes. For example, a digital marketing strategy might include goals like increasing website traffic, improving lead generation, or boosting social media engagement.

Once you have a strategy in place, you can develop tactics to execute that strategy. Tactics are the specific actions and techniques that you use to achieve your goals. For example, if your strategy is to increase website traffic, your tactics might include optimizing your website for search engines, running paid advertising campaigns, or promoting your content on social media.

In summary, a strategy is a high-level plan that outlines the overall approach to achieving a specific goal, while tactics are the specific actions and techniques used to execute that strategy. Both are important for achieving success in any endeavor, including digital marketing.

Using Podcasting-Based Strategy to Grow Your Business

Let\’s say our solo entrepreneur (Steady Freddy) runs a small coaching business and wants to use podcasting to grow his audience and attract new clients. Here\’s an example of a strategy he could use:

Strategy: Use podcasting to establish authority, build relationships with potential clients, and promote the coaching business.

And here are two tactics Freddy could use to execute this strategy:

Tactic 1: Develop a content plan that focuses on providing value to potential clients. Freddy could create a podcast series that addresses common challenges faced by his target audience, such as work-life balance, career transitions, or overcoming limiting beliefs. By providing valuable insights and practical advice, the podcast can help establish him as an authority in his field and build trust with potential clients.

Tactic 2: Promote the podcast to expand the reach of the coaching business. Freddy could use social media and email marketing to promote each new episode of the podcast and encourage listeners to share the podcast with their own networks. He could also consider collaborating with other podcasters or influencers in their industry to cross-promote each other\’s content or running targeted advertising campaigns to attract new listeners.

By using these tactics to execute the podcasting strategy, Freddy can attract new clients to his coaching business, build relationships with their target audience, and establish himself as a thought leader in his field.

Using a Blog-Based Strategy to Grow Your Business

Let\’s look at another example. Suppose a solo entrepreneur (Faye) runs a freelance writing business and wants to use blogging to attract new clients and establish her expertise. Here\’s an example of a strategy they could use:

Strategy: Use blogging to demonstrate expertise, build trust with potential clients, and attract new business.

And here are two tactics Faye could use to execute this strategy:

Tactic 1: Develop a content plan that showcases her expertise and addresses the needs of her target audience. She could create blog posts that offer practical tips and advice on writing and editing, showcase her portfolio of work, or highlight case studies of successful writing projects. By providing valuable content, the blog can help establish Faye as an authority in her field and build trust with potential clients.

Tactic 2: Promote the blog to reach new potential clients. Faye could use social media to share new blog posts, and engage with potential clients by commenting on their posts and answering questions. She could also consider guest posting on other blogs or websites in her industry to expand her reach, or using targeted advertising campaigns to attract new readers.

By using these tactics to execute her blogging strategy, Faye can attract new clients to her freelance writing business, build relationships with her target audience, and establish herself as a trusted expert in her field.

Using a Newsletter-Based Strategy to Grow Your Business

Let\’s say another solo entrepreneur runs an online store selling handmade jewelry and wants to use email newsletters to increase sales and customer loyalty. Here\’s an example of a strategy they could use:

Strategy: Use email newsletters to promote new products, offer exclusive discounts, and build customer loyalty.

And here are two tactics the solo entrepreneur could use to execute this strategy:

Tactic 1: Build an email list of interested subscribers by offering incentives such as a discount code or a free gift with a purchase for signing up. They can also encourage customers to subscribe by promoting the email list on their website and social media accounts. By building an engaged email list, they can reach out to potential customers with targeted promotions and increase the chances of making a sale.

Tactic 2: Develop a content plan for the email newsletter that focuses on new product releases, exclusive discounts, and other promotions. They could also share behind-the-scenes stories about their business, showcase customer reviews and testimonials, or provide useful information about jewelry care and styling. By providing valuable content, they can build trust with their audience and increase engagement with their brand.

By using these tactics to execute their email newsletter strategy, they can increase sales and customer loyalty for their handmade jewelry business.

Strategy is Critical in Today’s Business World

Having a well-defined business and marketing strategy is crucial – especially for the long-term success of your business. Strategies enable us to set clear goals and objectives, understand our target audience, and more. Strategy enables you to overcome the obstacle in front of you. The signs that your business may need a better strategy include obvious indicators such as declining sales, increased competition, and negative customer feedback, as well as less obvious ones such as lack of personal growth, feeling overwhelmed, and a vague sense of direction.

To create an effective strategy, invest some time in market research. Do your best to identify what makes you unique in your market. Make sure you set clear goals, and establish how you will measure your progress and success. It\’s also important to choose tactics to drive your strategy that complements your skills and strengths. If you’re going to outsource certain tasks, that’s different. If not, stick with your strengths. 

In short, strategy is problem-solving. Strategy is how you overcome the obstacles that stand between where you are in the present and where you’d like to be in the future. If you’re a solo entrepreneur, consider creating a strategy that’s designed to fix one problem at a time.

You can also avoid the pitfalls of relying solely on tactics without a solid strategy in place. 


Overall, investing time and effort in creating and implementing a strong business strategy is well worth it. When strategy becomes synonymous with problem-solving, there’s no end in sight as far as its applications go in the months and years to come. The journey to becoming a skillful strategist starts today!