Essentially, a marketing strategy is a plan of action devised to promote your company and its products or services. Ideally, it should be a 12-month plan which should consider your objectives, sales targets, target markets and what activities you are going to undertake in order to reach them.
It should also help you identify your best customers, understand their needs and implement the most effective marketing methods to reach them.
It’s vital that you know what success looks like to have any chance of achieving it. By putting together a comprehensive marketing strategy you will give yourself clearly defined goals which can be shared with your wider team.
Obviously, as with any long-term planning, ad hoc tactics will have to be employed at different stages and a good marketing strategy will allow for this.