Skip to Main Content

The Importance of Developing a Marketing Strategy Before Kicking Off a Campaign

by Morgan Hampton
5 min read
An illustration representing a marketing strategist kicking off a campaign across multiple media channels.

When establishing or managing a business, there are a million and one things to do in order to get the ball rolling. Marketing is often one of the last things on your mind because it seems like yet another daunting task that requires both time and money – two things that are often in short supply when you’re just starting out. However, many people don’t realize that creating a marketing strategy should be one of your very first steps, even before any assets are created. By developing a comprehensive marketing plan, you’ll save yourself time and money in the long run while giving your business the best chance for success.


Maintaining a consistent marketing strategy is essential for brand awareness and recognition. Without it, you’ll be fighting an uphill battle. Common behavioral science studies suggest that people need to see a message at least seven times before they start to remember it. Your marketing strategy must look consistent across all channels – website ads, emails, etc. – in order to make an impactful impression. Without that consistency, a consumer might see your messaging five times; however, because your brand lacks continuity, it could feel like they’re seeing a new product or service each time – which is counteractive to building trust. A cohesive marketing strategy that reflects your brand’s unique personality is key to driving customer loyalty and engagement. This means you must communicate with your customers in an engaging, professional, and fun manner that accurately conveys your brand’s message.


When customers feel like they know who you are and what you stand for, they will be more likely to make purchase decisions that have an emotional connection to your business. A unified marketing strategy across channels can help build a powerful brand identity and create an emotional bond with customers. Having a defined marketing strategy ensures that your customers get the same message in each channel, which will help create consistency and trust. Tailor your marketing efforts to each individual channel so that they best represent what your business stands for while still delivering a holistic message to your audience. With the right marketing strategy, you can create an emotional connection with your customers that will be remembered and translate into loyal customers. A marketing strategy that is consistent, creative, and memorable will help to establish trust and loyalty in the long run.


Ultimately, a well-thought-out marketing strategy will save you time and money. Having a framework in place is like bowling with bumpers – you may not get a strike every time, but you won’t end up in the gutter, either. The same rings true for creative production – without the right infrastructure and guidelines, things can spiral out of control both financially and from a timeline standpoint.

The good news is – setting up a system for creative production can help save both money and time in the long run. It allows you to be proactive versus reactive, helping you plan out resources more effectively so that marketing materials are produced efficiently and within budget. By investing a little bit of up-front time in researching options, creating a framework of standards, and setting up processes and tools, you will ensure that your marketing content is always delivered in the most cost-effective manner.


As marketing professionals, we know that building relationships with customers creates loyalty. But did you know that it’s also an excellent way to engage employees? When your marketing strategy extends beyond just customers and into the workplace, it can have a powerful effect on employee morale, engagement, and commitment to the brand. Creating a fun and understanding culture can foster an environment where employees feel valued and connected to the brand. This, in turn, can lead to better customer experiences, stronger loyalty, and more productive workforces. So remember to include your workers in your marketing strategy! With just a few simple steps, you can foster an inclusive culture and build lasting relationships with customers and employees.


Once you understand your audience, competition, and market, the next step is to create a marketing strategy that optimizes each activity for success. A marketing channel alone does not constitute a marketing strategy – it’s important to consider the who, what, why, and how of your marketing plan. Who are you targeting on that channel? What message will you be conveying? And how will you use the marketing channel to your advantage? By considering these elements, you can create a marketing strategy that is sure to be effective. So don’t just think about what marketing channels you’re using – think about how those channels can be used strategically to reach and engage your target audience.

Cons (of Poor Planning)

Not having a marketing strategy before launching a marketing campaign is like playing pin the tail on the donkey blindfolded. Sure, you may get lucky and succeed – but chances are high that you will waste time and resources with little to no return on your investment…and end up with a donkey tail pinned on your family portrait.

With a marketing strategy in place, you will know who your target audience is, what marketing tactics you should use to reach them, and how much of your budget should be allocated to each marketing activity. Having a good strategy helps you create a more systematic marketing approach. It allows you to target the right audience, generate marketing activities tailored to their needs and interests, and determine how much money should be invested in each marketing activity.

At Workhorse, we provide the knowledge and resources to help you craft a marketing strategy that works for your business. Our team of marketing experts will get to know you, your competitors, and your audience so that we can provide tailored marketing solutions specifically designed to drive results. We’ll work with you every step of the way—from understanding what makes your product or service unique to creating marketing campaigns that will help you reach the right customers. With our help, you can create a marketing strategy that sets you apart from the competition and gives your business the edge it needs to succeed.

Monthly Marketing Insights to Your Inbox