Marketing isn’t about chasing trends or posting constantly on social media; it’s about showing up in ways that align with your business strategy. To determine how marketing fits into your strategy, we first need to fully understand what your business strategy is.

What Is a Business Strategy?

Your business strategy is the roadmap to achieving your goals and objectives. While it can involve multiple steps depending on the complexity of your business, here’s a general overview of what a business strategy should include:

1. Vision and Mission
These statements define your purpose and long-term aspirations. Your vision is the “big picture,” while your mission outlines what you do and why your business exists. This is, arguably, the most important part of your business plan because it sets the direction for everything else you do.‍

2. Market Position and Competitive Advantage
These two are synonymous—you get the strongest market positioning by having a strong competitive advantage and capitalizing on that. Your market position is how you want customers to perceive your brand compared to other brands in your market. (Think ... do you want to be known as the most affordable or the safest option in your market?) Your competitive advantage, on the other hand, is composed of the features or values that your company brings that outperform your competition and give you the upper hand in your market. Some examples of this would be attributes like sustainable materials, location, or superior customer service.‍

3. Action Plan
Your action plan should outline clear goals and objectives and specify the exact steps you’ll take to execute your business strategy effectively.‍

4. Measurement
Define key performance indicators (KPIs) to track your progress and know whether you’re hitting your goals.

And remember, a business strategy isn’t just something that startups need. Markets evolve, strategies shift, and some businesses may never have documented a formal plan. Even if you’ve been operating for years, it’s worth reevaluating your strategy to adapt to industry changes, refine your goals, and ensure you’re on track for sustainable growth.

So, where does marketing come into the picture?

Your marketing plan is the bridge that connects the goals outlined in your business strategy to your audience. It serves as a vital communication tool, ensuring your strategy isn’t just living internally but is being acted upon to reach your target audience (and ultimately hit your business goals).

The Overlap Between Business Strategy and Marketing Plan

A marketing plan mirrors many aspects of your business strategy. It involves researching your market, identifying your position, and setting clear goals. Essentially, your marketing plan is how you translate your business strategy into actionable, customer-focused communication.

Too often, businesses treat marketing as an afterthought. They focus on building the foundations of their business and think of marketing as something to address “once things settle down.” The reality is that effective marketing is most impactful when integrated into your strategic process from the very beginning.

By doing this, you save time, ensure consistency, and set your business up to compete effectively from day one. Marketing done early and intentionally can accelerate growth and help establish your brand’s competitive edge.

How to Integrate the Two

Messaging and Brand Alignment
Your messaging and brand should reflect your competitive advantage and market position. For example, if you’re positioning a high-end restaurant with stellar service as your differentiator, your tone should be professional yet inviting, and your messaging should emphasize exceptional service. On the other hand, a quick-service restaurant competing on price differentiation might focus its campaigns on deals and discounts, highlighting value and affordability.

Action Plan and Goal Setting
When you set goals for your business in the action plan phase of your strategy, you’re also laying the groundwork for your marketing goals. With information about your market position and competitive advantage in hand, you can make informed decisions about how marketing will support those objectives.

For instance, if your business goal is to increase sales, your marketing plan might focus on lead generation through highly targeted digital ads, such as Google Search Ads, which connect you with customers actively seeking your products or services. Conversely, if your goal is to raise brand awareness, platforms like Facebook or the Google Display Network can help you reach a wider audience.

Measurement

When setting KPIs (Key Performance Indicators) to measure business growth and success, it’s important to outline corresponding KPIs for your marketing efforts. Marketing should directly support your overall goals, so the two sets of KPIs should work hand-in-hand.

For instance, if your business KPI is to increase revenue by 20% over the next year, your marketing KPI might focus on generating 50 qualified leads per month to drive that revenue growth. By establishing these metrics together, you create a clear connection between marketing activities and business outcomes. They also help maintain accountability, ensuring every campaign is contributing to your bigger picture.

Make It Possible

We know it’s challenging to handle everything on your own. That’s where we come in. At Anntoine Marketing + Design, we’re here to take on the marketing side so you can focus on building your business. Our team will understand your strategy, align our marketing efforts with your goals, and highlight your competitive advantage to help you achieve success.