Why having a marketing strategy is important

When you run your own business, everyone tells you that you need plans and strategies. The problem is that many Virtual Assistants struggle to understand the actual difference between the two. You hear gurus and mentors barking about marketing strategies and marketing plans, but rarely do they explain how to build them or why they matter.

Both are essential to your success. If you are working through the VA Momentum Course, you will know that winging it is not a growth strategy. You need a map. Without these documents, you are just firing inconsistent content aimlessly into the world, hoping something sticks. That is a waste of your time and your energy.  It’s why we create your business plan as part of the course.

Understanding the difference

Think of it this way:

• The Strategy is the “What”: This is your endgame. It defines what you want to achieve, who you are aiming for, what you are offering, and the specific gap in the market you intend to fill. It is your high level focus.

• The Plan is the “How”: This is the execution. It outlines the specific actions you will take to reach that endgame and how often you will do them.

A marketing strategy acts as your filter. It stops you from showing up in the wrong places for the wrong reasons.

Essential components of a Marketing Strategy

Your strategy does not need to be a fifty page document, but it must be direct. It needs to contain:

• The Market Gap: What is missing in the VA industry that your business specifically fills?

• Competitor Analysis: Who else is doing what you do, and what makes you the better choice?

• Target Audience: Who exactly are you talking to? If you try to market to everyone, you market to no one.

• The Core Offer: What is the specific solution you provide to help your clients?

• The Objectives: What are the hard facts and figures of your desired end results?

Once you have this clarity, you can devise a marketing plan that accurately targets the right people, in the right places, and in the right way.

Strategies are not set in stone

Your marketing strategy is a living document. It is not a prison sentence. As you implement your plan, you will gather data. You might find that your intended audience is slightly different than you thought, or that one platform outperforms another.

When that happens, you tweak. You can amend your target platforms, your financial goals, or even your service packages. Both your strategy and your plan can be simple, one page documents. Do not let their simplicity fool you into thinking they are optional. They are the backbone of any professional business.

How do you feel about creating your marketing strategy? Do you have one in place, or have you been avoiding it because it feels too corporate? Share your thoughts and questions in the comments below.