I used to think that if I just showed up more on Instagram, the clients would come.
More posts. More Reels. More stories. More effort.
But more didn’t work.
Maybe you’ve been there too? Posting consistently, showing up on stories, writing captions, scheduling content, and still not seeing the results you hoped for. It’s not just frustrating. It’s disheartening. It makes you question your offer, your audience, and your ability to run a business.
But here’s what I’ve learned: posting more isn’t a strategy. It’s a symptom of not having one.
Let’s talk about what a real marketing strategy looks like and how to build one that actually works.
What a Marketing Strategy Actually Is
A marketing strategy is not a list of to-dos. It’s not a calendar full of content ideas. It’s not a batch of Reels or a pretty funnel map.
A marketing strategy is a plan that connects your mission to your message, your message to your audience, and your audience to your offers. It’s the connective tissue that turns visibility into trust, and trust into action.
It’s not about doing more. It’s about doing what works for you, on purpose.
Without a clear strategy, every post, email, and blog feels like a gamble. With one? It becomes a clear step in a larger journey.
The 5-Part Framework I Use With Every Client
Over the years, I’ve refined a process that works across industries, platforms, and personality types. Whether you’re a faith-driven coach, a creative service provider, or a local business in Mansfield, this framework works because it’s built around people, not algorithms.
Here’s what it looks like:
1. Mission and Values
Why does your business exist beyond profit? What do you believe your clients deserve? What does success look like in your world?
When your strategy is rooted in your values, your marketing becomes magnetic. It connects with people on a human level, not just a transactional one.
Example: One of my clients believes business should be restful, not rushed. Her strategy centers around calm, simplicity, and slow growth. That value shows up in her emails, social content, and client experience—and her audience feels it.
2. Ideal Client Clarity
Who are you really speaking to? Not just demographically, but emotionally. What are they struggling with? What do they believe about their problem? What are they hoping for?
Most businesses skip this step or keep it too surface-level. But without deep clarity here, your message won’t resonate.
Pro tip: Ask yourself, “What do they Google when they’re frustrated?” That answer is your golden insight.
3. Messaging Map
This is where strategy turns into structure. Your messaging map should cover:
The main transformation you offer
The core problems your audience is facing
The beliefs that hold them back
The emotions they’re feeling
The objections they need to overcome
When you know what to say, you can say it with clarity, consistency, and confidence—on any platform.
4. Platform Plan
Where are you showing up, and why?
You don’t need to be everywhere. You need to be effective somewhere. Your platform plan outlines what content goes where, why it matters, and how it serves your larger strategy.
You might focus on Instagram for awareness, email for trust, and your website for conversion. That’s a strategy.
Just throwing content everywhere? That’s just noise.
5. Metrics That Matter
You can’t grow what you don’t measure. But not all metrics are created equal.
Here’s what I recommend tracking:
Lead conversions (not just followers)
Email open and reply rates
Click-through rates on offers
Inbound inquiries or DMs
Website traffic tied to specific content
If you’re only measuring likes, you’re missing the full story.
Common Strategy Traps I See (And How To Avoid Them)
Even smart, seasoned entrepreneurs fall into these traps. Let’s name them and move on with clarity.
Trap #1: Chasing Trends
Trends are fun, but they’re not strategies. Don’t sacrifice alignment for visibility. If it doesn’t support your message, skip it.
Trap #2: Constant Content Creation Without Purpose
Just because you can post daily doesn’t mean you should. Create content that supports your offers and your audience’s journey—not just what performs well.
Trap #3: Copying Someone Else’s Model
What works for a product-based business or full-time influencer might not work for a service-based, value-led brand like yours. Strategy must be custom.
Trap #4: “Build It and They Will Come”
A strategy is not a static document. It’s a living plan. It needs to be revised, revisited, and realigned as your business grows.
A Client Example: Clarity in Action
One of my favorite projects was with a brand photographer who was burned out from showing up on Instagram without a plan. She had great visuals, strong testimonials, and no leads.
We built a strategy that centered around:
A clear client journey (Awareness > Trust > Inquiry)
Targeted blog content tied to SEO
Monthly emails that told stories instead of selling
Strategic partnerships with local businesses
Within 60 days, she booked out two months in advance. And the best part? She said, “I’m actually enjoying marketing again.”
That’s what strategy does. It brings ease, clarity, and results.
How To Know If You Need a Strategy
You may already have bits and pieces of a strategy and just need help connecting the dots. Or you might be starting from scratch. Either way, here are some signs you need a strategic overhaul:
You’re busy, but not growing
You’re posting, but not converting
You’re attracting people who aren’t a fit
You’re unclear on what to say, when, or why
You dread marketing instead of feeling empowered by it
If any of that sounds familiar, you’re not behind. You’re just ready for strategy.
How To Build Your Strategy In One Week
Yes, it’s possible. No, it doesn’t require a marketing degree. Here’s a breakdown you can follow:
Day 1: Clarify your mission, values, and goals
Day 2: Deep dive into your ideal client
Day 3: Create your messaging map
Day 4: Choose your platforms and plan your content
Day 5: Set up basic systems (email, website, content templates)
Day 6: Write 3 foundational pieces of content
Day 7: Review, revise, and create your strategy dashboard
Give yourself the gift of 7 days to work on your business instead of just in it.
Marketing Strategy For Values-Driven Entrepreneurs
If you’re the kind of business owner who wants your marketing to feel true—not forced—you need a strategy that’s built around your beliefs.
Marketing can be:
Heart-led
Rooted in service
Built on integrity
Strategic and soulful
But it won’t happen by accident. It happens by design.
Final Thoughts: More ≠ Better. Aligned = Better.
Let me leave you with this:
You don’t need to do more. You need to get clear.
You don’t need to be everywhere. You need to be aligned.
You don’t need to figure it all out alone. You need support.
A real strategy helps you stay focused, connected, and grounded—so you can grow your business with confidence.
Ready To Build A Marketing Strategy That Works?
If you’ve been doing the “post more and hope” method, it’s time for a shift. I work with small business owners and creative entrepreneurs like you to build marketing strategies that feel good, work well, and support sustainable growth.
Schedule a free strategy session
Let’s build a plan that connects your mission, message, and marketing—so you can grow with clarity and heart.