How to Build a Marketing Strategy That Actually Works

longshotmarketingl
Feb 25
3 min read

Marketing without a plan is like setting off on a road trip without a map—you might get somewhere, but it probably won’t be where you intended. A solid marketing strategy isn’t just about throwing money at ads and hoping for the best; it’s about systematic organisation, clear objectives, and strategies that drive real, sustainable growth.

At Longshot, we’re all about marketing that feels human and growth that lasts. That starts with a structured, well-organised approach. Here’s how to set up your marketing strategy for long-term success.

1. Start with Clear Goals

Without defined goals, measuring success is impossible. Your marketing strategy should align with your broader business objectives.

Key questions to ask:

What does success look like? (More sales, better brand awareness, higher engagement?)
What is your timeframe for achieving results?
Which KPIs (Key Performance Indicators) will you track?

Be specific. Instead of “increase website traffic,” aim for “increase website traffic by 25% over six months.” This ensures clarity and accountability.

2. Know Your Audience Inside Out

A great strategy starts with understanding who you’re marketing to. If you don’t know your audience, you’re just guessing.

How to define your target audience:

Create customer personas: Who are they? What are their pain points? Where do they hang out online?
Use data: Website analytics, social insights, and customer feedback help shape a clear picture.
Understand their journey: How do they move from awareness to purchase?

When you understand your audience’s motivations, you can craft messaging that truly resonates.

3. Choose Your Channels Wisely

Not every marketing channel will work for every business. Instead of spreading yourself too thin, focus on the platforms that matter most to your audience.

Consider these options:

Social media: Great for brand awareness and engagement, but which platforms do your customers use?
Email marketing: A must-have for nurturing leads and keeping customers engaged.
SEO & content marketing: Long-term growth drivers that bring in organic traffic.
Paid ads: Quick wins when targeted correctly.
PR & partnerships: Build credibility and reach new audiences.

Choosing the right mix of channels ensures your efforts aren’t wasted on the wrong audience.

4. Organise Your Marketing With a Plan

Once you’ve chosen your channels, it’s time to get organised. A content calendar is your best friend—helping you stay consistent, track performance, and avoid last-minute panic posts.

What to include in a marketing plan:

A content calendar mapping out campaigns, emails, and social posts.
A budget breakdown to allocate resources efficiently.
Defined responsibilities so tasks don’t fall through the cracks.
Automation tools to streamline repetitive tasks.

Good organisation ensures your marketing is proactive, not reactive.

5. Measure, Adjust, Repeat

Marketing isn’t a “set it and forget it” game. Regularly reviewing performance helps refine your strategy and improve results.

What to track:

Website traffic & conversions
Engagement metrics on social media
Email open & click-through rates
ROI on paid advertising

Test, tweak, and optimise. Marketing is an evolving process, and the brands that win are those that adapt.

Final Thoughts: Keep It Human

Marketing should never feel cold or transactional. At Longshot, we believe the best strategies are built with people in mind—both your customers and your team. When you take a systematic, strategic, and human approach, your marketing won’t just drive results—it’ll build long-term relationships and sustainable growth.

Need help getting organised? Let’s chat. At Longshot, we make marketing feel like a natural extension of your business, not just another task on your to-do list.