What Goes Into Developing a Marketing Strategy?

In a world where attention spans are shorter than ever and algorithms change daily, having a clear marketing strategy isn’t just helpful—it’s essential.

But here's the thing: a marketing strategy isn’t a one-size-fits-all checklist. It’s not just a social media plan or a list of ad spends. It’s the why, who, where, and how behind everything your brand says and does. And when it’s built right? It gives you clarity, direction, and results.

So, let’s pull back the curtain and break down what really goes into developing a marketing strategy that works.

Step 1: Define Your Goals (Be Specific!)

Before you can map out where you're going, you need to know what you're aiming for.

And “grow our business” isn’t enough. We’re talking real, measurable goals. Increase lead generation by 25% in Q3. Boost email engagement by 10%. Drive 500 downloads of your new eBook.

A strong marketing strategy starts by zooming in on the outcomes you actually want—then reverse-engineering the tactics that will get you there.

Ask yourself:

• What does success look like for us this year?
  
  
• Where do we feel stuck?
  
  
• What do we wish we were doing better?
  
  

Write those answers down. They’re your launchpad.

Step 2: Know Your Audience 

If you're not obsessively curious about your audience, your strategy is already off track.

Who are they? What do they value? Where do they spend their time online—and what makes them click?

A great marketing strategy is built on empathy. The more clearly you understand your people, the more relevant, useful, and memorable your brand becomes.

Build detailed customer personas and use real data. Think demographics, behaviors, goals, pain points, and even personality types.

Step 3: Audit What You’ve Got

You can’t build a smart plan without knowing what’s already working (and what’s just...there).

Review your existing channels—website, social media, email campaigns, ads, SEO, branding, and more. What’s generating ROI? What’s off-brand? What’s outdated or inconsistent?

This audit phase helps you identify the assets you can optimize, the gaps that need filling, and the areas that deserve more investment.

Step 4: Choose the Right Channels

Here’s where the strategy gets tactical. Where do you show up—and how often?

Your marketing strategy should outline which channels (think Instagram, Google Ads, LinkedIn, email, etc.) make the most sense for your audience and goals. Then, prioritize them. You don’t have to be everywhere—just where it counts.

And if you're working with a local marketing agency, they’ll know how to dial in your efforts to what performs best in your market.

Step 5: Craft Messaging That Connects

Once you know who you’re speaking to and where, it’s time to focus on what you’re saying.

Your messaging should reflect your brand’s voice and values, while directly addressing your audience’s needs. It’s not just about promoting your product—it’s about showing people how your product makes their lives better.

Keep it real. Keep it clear. Keep it consistent.

Step 6: Build a Content Plan That Drives Action

Your content is the heartbeat of your marketing strategy. It’s what draws people in, builds trust, and guides them to take the next step.

Whether it’s blogs, videos, social media, email newsletters, or downloadable resources, your content should always serve a purpose—and point to a bigger goal.

Step 7: Set Metrics and Measure Everything

A strategy without tracking is just a nice idea.

Define your key performance indicators (KPIs) from the start. These could include:

• Website traffic
  
  
• Lead conversions
  
  
• Social engagement
  
  
• Email click-through rates
  
  
• Ad performance
  
  

Then use tools like Google Analytics, HubSpot, or Meta Ads Manager to track what’s working—and optimize what’s not.

Step 8: Stay Agile and Keep Improving

Even the best marketing strategy isn’t static. It’s a living document that should evolve as your audience shifts, your business grows, and the market changes.

Test. Learn. Adapt. And when something flops? That’s just data. Use it.

You Don’t Have to Build It Alone

Creating a marketing strategy that delivers real results takes time, creativity, and a whole lot of brainpower. That’s where we come in.

At Tribu, we help brands develop thoughtful, custom strategies that actually move the needle. Whether you're launching something new or finally getting serious about growth, our team of strategists, designers, and digital pros is here to help you cut through the noise—and show up where it matters.

Ready to build a strategy that actually works? Let's talk. Your future audience is waiting.