Strategic Marketing

Marketing Strategy v Marketing Plans v Marketing Campaigns


As a marketeer every business should have a marketing strategy that fits in line with your business plan and meets those business objectives. Often I come across business with no plan and no way of implementing it. I also see marketing sitting outside the board room which is challenging to anyone being asked to create or implement a marketing strategy. There is also confusion amongst business owners and marketing teams over the difference between a marketing strategy and a marketing campaign. 

In this article we explore the differences between both a marketing strategy and a marketing campaign. 


A marketing strategy helps a business to evaluate the 7Ps. Product, Price, Place, Promotion, People, Process and Physical evidence. Remember that product is not reserved outright for physical products but also services. Products can also be sold to both consumers (B2C) and business to business (B2B).

By taking the time to evaluate, research and pin down your respective 7Ps you will have a better chance of understanding what resources you have within the business team, what and where you need additional support and if your teams need training in order to facilitate your marketing strategy. In a nutshell your marketing teams or external marketing support will need to have the skill sets to realise your marketing strategy which will include your business plan objectives to generate leads, increase sales and improve your bottom line. 

Your marketing strategy is a top-level document and framework that your senior leadership team and marketing departments will work to in order to build brand. Your marketing campaigns sit beneath this and are a means to getting the marketing strategy delivered. More than one marketing campaigns can be delivered at any given time and will include all aspects of the marketing mix and any marketing tactics your need to deploy. They also outline the organisation processes, time frames and reasonability’s of each team member.

So, by way of an example you may have in your marketing strategy an objective to launch a new product or service. Your strategy will outline the product details, pricing structure, promotion, process, target audience (people) where you are going to sell the product (Place) and physical evidence (how you convince and demonstrate your product to you audience) in order to cement customer confidence in what they are buying. 

Your marketing campaign will outline the promotional aspect of your produce launch in much more detail. Marketing campaigns are all about lead generation and how you intend to go about it. This may include how to:


  • Capitalise on word of mouth marketing

  • Developing creative visuals, packaging, sales pack and corporate literature

  • Social media content plans for Facebook, Twitter and Linkedin, Pintrest, Instagram and any other social platform that attracts your target audience 

  • Developing and managing a programme of client events

  • Press activity

  • Content marketing including blog posts 

  • Promotional goods and direct mail campaigns

  • Digital marketing activity -  PPC (Paid for advertising – pay per click), pod casts, vlogs and audio books, email marketing and improving your search results through SEO (Search engine optimisation) website page creation or designing and building a completely new website

  • Business development sales calls, sales funnels and client management


The campaign is the nuts and bolts and gives you the finite detail. It will also outline your key performance indicators (KPI). 

Why do you need a marketing Strategy

A marketing strategy in my mind is a bit like a cake recipe. You might have the main ingredients that you always use and then every now and then you need to change it up by adding in a new flavour. A marketing strategy can be thought of in the same way. The basics are always there but every now and then something will happen that will need you to change it up; A new competitor, a pandemic, a new service offering. A marketing strategy helps you to move forward with impending change in a positive proactive way rather than on the hop. 


When creating your marketing strategy, you need to ensure you:


  • Set SMART marketing objective and goals. Specific, measurable, achievable, relevant and timely. 

  • Conduct a PEST analysis – Political Factors, Economic Factors, Social factors and technological factors. 

  • Carry out a SWOT analysis – Strengths, Weaknesses, Opportunities and Threats. This will identify any pain points, any long term and outstanding issues and any strengths and opportunities you can maximise on in respect of your marketing efforts

  • Carry out a Competitor analysis















Target audience

Let’s take a look at your target audience and why it’s important to define who this is. Your target audience will enable you to make important discovers and decisions about your pricing structure, promotional message, tone of voice and help you choose your marketing channels in order to promote your product. 

Benefits of defining your target audience

  • Marketing campaigns can be tailored to each target audience and target market – the language and tone of voice and messaging can be tailored to their likes and emotional intelligence

  • Understand, how your product or service meets their needs and provides a solution to their needs

  • Targeted marketing will always be more effective than adhoc ‘see where it lands’ marketing activity!

  • Will in time enable you to better understand your customer experience as your target audience and market grows

  • Understand from existing customer how they feel about your brand and gauge overall brand awareness


Sales funnels – what are they?


A sales funnel is your sales process mapped out for all in the business to understand and follow. This funnel starts from the moment a potential customer or live customer makes a call or finds your product and services on the internet from the final check out box being ticked, and the product or service being delivered either to their front door or in their dealings with you as a service operator. 


Marketing Tips


  • Marketing strategies can be daunting to implement but chunk it up into bite sized bits

  • Involve your marketing teams in the work – if anything they will learn more about the business in the process and they will be more engaged in its delivery when that time comes. 

  • Statista is a great place to get insight into your market and competitors

  • Competitor analysis can also include data about their digital marketing and online performance. This work can be part of your digital marketing strategy. Learn to understand where you sit in terms of competitors visibility, traffic and SEO performance. Speak to me if you want to know more about this and how to go about it. 

  • Remember to measure the success of your marketing campaigns

  • Up skill and train your teams with expert marketing coaching and training

  • Read this article on Affordable Marketing Strategies to Implement Today

If you need help with your strategic marketing then get in touch. Being both a traditional and digital marketing expert I am well placed to help develop your marketing strategy, digital marketing strategy, digital content plans and social media content plans. Give me a ring today on: 07710689446 or send me an email.

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Comment from a client about content marketing

Content marketing was part of our marketing plan to engage our network, showcase our industry expertise and communicate our brand personality whilst remaining competitive in search rankings. Emma has been an integral part of our content strategy for numerous years by creating monthly SEO-rich, relevant, current and interesting articles and how-to guides informed by keyword research, which captured the attention of our target audience!

Kieran Harvey

Marketing Manager

Conrad Consulting