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A marketing strategy is a carefully devised plan of action to achieve a specific goal or set of goals. It involves making choices on where to allocate resources, determining the best course of action, and adapting to changing circumstances to maximize the likelihood of success.

A marketing strategy is a comprehensive plan outlining an organization’s approach to promoting and selling its products or services. It involves identifying target audiences, defining value propositions, selecting appropriate channels, and developing tactics to achieve marketing objectives, all aimed at gaining a competitive edge and achieving business goals.

Marketing Strategies

Creating a marketing strategy for a small business is challenging but necessary for long-term success. You must establish a practical plan that won’t put a burden on your limited overhead. Some general areas will need to be covered to produce the best traffic and engagement with customers.

Often small business owners wonder if should they try to compete with established or larger businesses. The short answer is, YES. Small businesses can be very profitable if you find your market and deliver value to your customers that they love.

What’s the difference between big business and small business marketing strategies?

Frankly, not a whole lot. The strategy starts the same but differs in the conversion. In a small business, the ratio of marketing dollars spent and conversion to business needs to have a lower margin. The other area that differs is there isn’t a dedicated marketing department equipped with a big budget.

In a smaller business, the hat of “marketer” often falls on the shoulders of the business owner. A difficult task when you are managing the day-to-day business, production, as well as marketing. To control it effectively you need to develop targeted goals to balance and meet attainable outcomes. Or, you could have me do it all!

Branding Strategies

Compelling brand positioning tells your story in a way that creates an emotional connection with customers. There are a myriad of means that you can use to tell your story, but it’s often most useful if you concentrate your efforts on several fronts.

Do you know the secret to an exceptionally successful marketing campaign? It’s using a well-thought-out brand positioning strategy that will make your company stand out in the mind of the consumer. Dominant brand positioning aligns your company with the right target audience and will result in increased sales.

Developing an effective brand positioning strategy requires an intimate understanding of the marketplace including your clients and competitors. More profoundly, we need to figure out how you uniquely fit the needs of your potential customers.

Your customers have many choices when it comes to which products they buy, or which services they use. Your marketing goal is to make sure that customers think of you when they need your product. A solid brand positioning strategy connects you and your product to your core audience. Some of the benefits of successful brand positioning include:

  • Staking out your position in the marketplace
  • Distinguishing you from your competitors
  • Creating a human bond with your customers
  • Guiding your overall market strategy
  1. Stress the value of your brand. The goal of focusing on the perceived value of a brand is to cause the consumer to feel good about purchasing the brand. For example, a consumer might buy high-end cosmetics based on the fact that the cosmetics are cruelty-free and not tested on animals. Another consumer might decide to shop at a clothing store that specializes in selling discounted designer clothes.
  2. Problem and solution branding center on the concept that you are uniquely suited to meeting the customer’s need. An air conditioning service could, for instance, promise a same-day response to repair calls.
  3. Compete outright with competitors. Think about the many automobile and insurance advertisements that use this technique. Taking on your competition is a robust method, if done right, but also risks alienating consumers if they view it as dishonest and misleading.
  4. Authority voices, such as popular online influencers, can propel a brand into consumer consciousness through an effective marketing campaign. The use of a familiar face to market your brand helps aid in creating an emotional connection with your audience because they already possess an awareness of the famous figure.

She is genuinely interested in my success

I worked with Connie Kroskin in a few different ways over the last couple years and I imagine will be again for future needs. She helped me gain focus in my business message and create a formula that worked specifically for my marketing needs. I reference it often still. She is genuinely interested in my success and thoughtful in building my business strategy.

Jeannine Marie
Jeannine Marie Photography

I have at least doubled my business

All I can say is that my business was slow and I didn’t know what to do. Connie assessed my business, had me do a rebranding with a new image, had me do an open house and do regular newsletters. Since then I have been busy. So for very little cost I have at least doubled my business. I’d recommend her to anyone who is ready to make important changes. And she is a delightful person to work with.

Warren King
Warren King Natural Healing

Connie is my go-to person

Connie Kroskin updated and changed the trajectory of Animal Bridges. I started with the initial meeting and never looked back. Connie is my go-to person for all my marketing needs. She listens and understands my business and makes it easy for others to understand too!

Elaine Garley
Animal Bridges

Couldn’t recommend her highly enough

Connie was absolutely fantastic in helping our small business make the transition from homegrown to professional. Connie was very helpful in tailoring her services to what our team needed and in doing so, has helped us completely reshape the image of our company. Couldn’t recommend her highly enough.

Josh Augustine
Small Business Owner

Connie has been great for my business

Working with Connie has been great for my business. She is the total marketing package for any business. Connie has designed my logo, website, email campaigns and social media platforms. She has great insights and talents that could benefit any business looking to leave no stone unturned for taking their business to the next level.

Sarah Elliott
Elliott Therapeutics

Connie is a Brand and Marketing expert

Connie is a Brand and Marketing expert for small business. She’s a strategic, out-of-the box thinker who provides practical as well as innovative solutions to accomplish your goals. Working with Connie was a breeze. She provides a step-by-step process with markers along the way that match your needs. She’s clear in her contracts, beginning, middle, and end, while also being available to help you pivot and explore state of the art solutions. I highly recommend Connie Kroskin for your Brand and Marketing needs.

Jan Hoistad
Dr. Jan Hoisted Partners

For My Growing Business

Connie Kroskin has been exceptional in creating the momentum around my growing business. Graphic Design, business cards, LinkedIn posts and advertising. Whether I need the complete package or advising and direction, Connie makes it happen. And most of all, being excited about helping to grow my business. Thanks Connie.

John Melbye
Become Demand Driven

Connie was one of the best Art Director’s I worked with

Connie was one of the best Art Director I worked with. Connie was able to pull together projects with an innovative and strategic balance. She was very detailed and engaged every step of the way and could provide thoughtful and creative solutions that were above the level expected. I would love the chance to work with Connie again.

Michele Knapp
Project Manager

I highly recommend that you get in touch with her

Connie understands how to help tap into creativity. She helps individuals and businesses find a new way to attract the customers or ideas that you desire. I experienced her 12-month creativity workshop and after one session it was transformative. I highly recommend that you get in touch with her for your marketing, creative or inspiration needs.

Anne Pryor
LinkedIn Trainer

Very strong marketing plan

I have had the privilege of working with Connie for the last month. Connie is very organized and professional. Connie is a great listener, she has asked for my input and then has put together a very strong marketing plan to help achieve my sales goals.

I highly recommend Connie for all of your Marketing Strategy needs.

Mark Patun
Sales Person

I highly recommend working with Connie

I highly recommend working with Connie. She helped me put a new Web site together and is a delight to work with — kind and professional — and smart and savvy. Both her Web site and marketing expertise were invaluable and I learned a lot. Connie also works faster than the speed of light! With just a few simple instructions, she was off and running! I look forward to working with her again on future projects.

Cass Erickson
Writing For the Workplace

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