You’re already wearing twelve hats in your business. Marketing strategist isn’t one you wanted to add, but here you are, staring at your content calendar like it personally offended you.
If the phrase “marketing strategy” makes you want to close your laptop, you’re not alone.
Most small business owners believe strategy = complexity… that it means a thick binder full of buzzwords and to-do items they’ll never have time for. But real strategy? Real strategy simplifies.
Let’s talk about how to create a marketing strategy that actually works for you. One that respects your time, energy, and real-world constraints.
Why Most “Marketing Plans” Don’t Work
Here’s the hard truth: most marketing strategies fail not because they’re bad ideas, but because they’re disconnected from reality.
You get:
- A PDF from an agency that doesn’t know your business
- Content schedules that assume you have a 10-person team
- Platforms you “should” be on, even if your audience isn’t there
They forget you’re not just the CEO. You’re also the salesperson, client manager, tech support, and probably the janitor.
A good strategy should remove decisions from your plate, not add more.
What a Good Marketing Strategy Actually Looks Like
Forget the guru talk. A solid strategy is:
- Simple: You know what to do and when to do it
- Intentional: Every action supports your larger goals
- Repeatable: You don’t have to reinvent the wheel every quarter
- Aligned: It matches your bandwidth and your audience
This isn’t about chasing trends. It’s about aligning your message, your time, and your goals.
Quick check-in: If your current “strategy” feels like a full-time job to manage, it’s not a strategy. It’s a burden.
Andrea’s A-to-Z Framework
At Veritas Growth Collective, Andrea Orem developed a strategy framework that respects your time and your ambition. It’s structured around five stages:
A: Assess
Where are you now? What’s working? What’s broken? What do you enjoy and what do you dread?
- What’s your average client value?
- What marketing have you tried in the past 12 months?
- Are your sales coming from referrals, ads, SEO, or social?
This stage is like cleaning out the garage before organizing. You have to know what’s in there.
B: Brand Clarity
What do you stand for? How do you want to make people feel? This is about your tone, positioning, and personality.
- Are you the expert guide, the down-to-earth helper, or the aspirational visionary?
- Do your visuals, language, and offers reflect that?
You can’t create a good message if you don’t know who you are.
C: Client Focus
Who are you talking to? Not just demographics, but psychographics.
- What do they want?
- What are they Googling at 11 PM?
- What frustrates them about your competitors?
A strong strategy speaks directly to your ideal client’s head and heart.
D: Direction
What are your top 1–3 goals for the next 90 days? Every tactic should align with these goals.
- More leads?
- Higher ticket sales?
- Repeat customers?
Direction focuses the chaos. It gives your plan a finish line.
E: Execution
This is where most people get stuck. Execution should feel like a clear rhythm, not a never-ending hamster wheel.
- Can you show up once a week and repurpose it?
- Is there a 2-hour window on Fridays where you batch next week’s content?
- Can your VA help schedule or publish?
The goal is to make your system support your life, not the other way around.
🛠 Tactical Ideas That Fit the Framework
Here’s how the A–E model plays out in real, bite-sized actions:
- Assess: Audit your last 5 clients. Where did they come from?
- Brand: Rewrite your About page to reflect your personality and purpose
- Client: Survey past clients to understand why they chose you
- Direction: Set one marketing goal per quarter with a clear metric
- Execution: Choose 1 content pillar to focus on weekly and repeat it in multiple formats
This model isn’t linear. You revisit parts of it as you grow, but each one builds clarity.
What to Avoid When Building Your Strategy
Some things might look helpful on the surface but will waste your time in the long run.
Shiny Object Syndrome
You don’t need to be on every platform. You need to be where your clients already are.
Overplanning
A 6-month Gantt chart might feel productive, but execution is where results happen. Focus on simple, actionable steps.
Blind Outsourcing
Delegation only works when the destination is clear. Don’t expect someone else to “do marketing” if you haven’t defined success.
🤔 DIY vs Done-for-You: What’s Best for You?
| Feature | DIY Strategy | Done-for-You with a Partner |
| Time Investment | High upfront, low long-term | Low upfront, ongoing check-ins |
| Learning Curve | Steep | Guided and simplified |
| Control | Full control | Shared control with collaboration |
| Customization | Varies (depends on your skills) | High, tailored to you |
| Stress Level | Often high | Lower with right partner |
| Ideal For | Budget-conscious starters | Growth-focused businesses |
Pro tip: You can start DIY and move to done-for-you later. Strategy doesn’t have to be all or nothing.
3 Signs Your Marketing Strategy Is Actually Working
You don’t need complex dashboards to know your plan is working. Look for these signs:
- You Know What to Do Next
No more wondering, “What should I post today?” Your plan tells you. - You’re Doing Less, Not More
You’ve stopped signing up for webinars you don’t have time to watch. You’ve let go of platforms that drain you. - You Feel Confident
You can explain your marketing plan in one sentence. You trust it’s building something steady.
🧠 BONUS: What to Do When You’re Overwhelmed
If you’re already behind on your to-do list, it’s tempting to push marketing down even further. But this is when strategy matters most.
Here’s what to do:
- Choose One Channel Only
Pick email or Instagram or your blog. Commit to one for 30 days. - Batch Create in a 90-Minute Window
Set a timer. Don’t aim for perfection. Just finish. - Repurpose, Don’t Reinvent
Turn one email into a Reel. Break a blog into three posts. One idea, many formats. - Define a “Maintenance Mode” Plan
Have a strategy for your busiest weeks. This could be 2 social posts and 1 email. That’s enough. - Let Good Be Good Enough
Consistency beats perfection every time.
When to Ask for Help
There’s no badge for doing this alone. Get support if:
- You’re stuck at a plateau and unsure why
- You’ve pieced together random advice and nothing’s working
- You’re exhausted and need a real partner, not just a checklist
- You know your business is solid but your marketing feels muddy
- You’re spending more time learning tactics than implementing them
Insider Tip from Andrea
“Your strategy isn’t a marketing plan in a binder. It’s your compass. Don’t overcomplicate it.”
Ready for a Strategy That Respects Your Time?
Book a free 15-minute strategy session with Andrea Orem at Veritas Growth Collective. Together, we’ll outline a clear, doable plan that supports your growth without draining your energy.
