What does ‘Strategy’ actually mean in Marketing?

A Marketing strategy isn’t just a plan of what to post. It’s the full journey your audience takes from discovering your brand to becoming a loyal customer - and it doesn’t have to be complicated.

When people hear the word “strategy”, they often think it means something complicated. A big document, a detailed plan, endless buzzwords (and 5000 meetings).

But strategy doesn’t need to be complicated. At its heart, it’s about understanding the journey your audience takes with you - from the moment they first see your brand, right through to the point they buy from you (and even beyond that).

We love helping businesses make that journey simple, clear and effective.

Strategy is the journey, not just the map

Think of strategy as your customer’s road trip.

You’re not just deciding which roads to take (what to post), you’re looking at the entire route:

• How do people first find you?

• What makes them stop and pay attention?

• How do you build trust along the way?

• What helps them take action when they’re ready?

• How do you keep in touch after they’ve bought?

Every part of that journey matters. If one part feels confusing or disconnected, people drop off before they ever reach the destination.

A Simple Example

Let’s say you run a local accountancy firm.

Your journey might look like this:

1. Awareness - Someone sees a social media post with a quick tip about what you can claim as expenses.

2. Interest - They visit your page and see posts that make accounting sound understandable and relevant to them.

3. Trust - They read testimonials or a blog that breaks down “how we help small businesses keep more of what they earn.”

4. Action - They book a call or download a free tax checklist.

5. Loyalty - You stay in touch with helpful updates so they stay with you next year too.

That’s a strategy - a joined-up, simple customer journey. And when you know the journey, everything you post has a purpose.

Why Simplicity Wins

Strategy only works when you actually use it. If it’s overcomplicated, it just gathers dust.

We like to strip things back and make them simple:

• Who do you want to reach?

• What do you want them to know, feel, or do?

• How will you show up consistently to get them there?

That’s your strategy - clear, human, and doable.

The Takeaway

Strategy isn’t about posting more. It’s about guiding people through your world - one step at a time, and repeating your message - until they feel ready to say yes.

And when you do it right, it feels effortless for both sides.

We love keeping things simple. We can help you understand your audience’s journey, create content that meets them where they are, and guide them towards becoming loyal customers.

Get in touch here to find out how we can make your marketing strategy feel simple, structured and stress-free.