HomeChecklists and templatesMarketing strategy template
Marketing strategy template
Set the long-term direction for your marketing before you plan the details. Each section is pre-filled with a worked example you can replace with your own.
This template is for founders and small business owners who want a clear view of where their marketing is heading over the next two to three years. Use it before you write a yearly marketing plan, or when sales have stalled and you need to rethink the basics.
Every box is pre-filled with an example for a fictional fresh dog food brand. Work through the sections in order, replace each example with your own answer, then download, copy or print the result. Aim for clear, honest answers rather than polished wording.
Market and competitors
Describe the market you compete in and who else is chasing the same customers. Include indirect options too, such as a cheaper alternative or doing nothing at all.
Positioning
Say who you are for, what you offer and why you are different, in one or two sentences. This is the idea every piece of marketing should support.
Ideal customer
Describe the one type of customer you most want more of. Be specific enough that you could picture them walking into a room.
Value proposition
Explain the main benefit customers get, the problems you take away and why they should believe you. Use the words your customers use.
Brand voice
Describe how your brand sounds in writing and in conversation. Give a few words that describe it and a few that do not.
Channel strategy
Decide which channels do which job: getting found, building trust and keeping customers. Keep the list short enough to do well.
Growth model
Explain how the business will grow and which numbers drive that growth. Keep it simple enough to sketch on the back of an envelope.
Risks
List what could stop the strategy working and what you would do about it. Review this list at least once a year.
Your edits save in this browser only. Nothing is sent anywhere.
Tips.
What makes the difference when you put it to work.
- Talk to a handful of real customers before you fill in the ideal customer and value proposition sections. Their words are usually better than yours.
- Pick one main positioning idea and repeat it everywhere. Trying to stand for several things at once makes you easy to forget.
- Study competitors' websites, reviews and ads, not just their prices. Their negative reviews often point to the gap you can fill.
- Share the finished strategy with anyone who writes, designs or sells for you, so every message points the same way.
- If you want a second pair of eyes, Infinity can work through your strategy with you as part of a monthly marketing retainer.
Questions, answered.
What is a marketing strategy?
A marketing strategy is your long-term approach to winning and keeping customers. It sets out who you serve, how you are different, what you promise and which channels you will use to grow. It then guides the day-to-day decisions in your marketing plan.
What is the difference between a marketing strategy and a marketing plan?
The strategy explains where you are going and why, often looking two to three years ahead. The plan sets out the specific actions, budgets and dates for the next 12 months. A plan without a strategy tends to turn into a list of unconnected tactics.
What are the 4 Ps of marketing?
The 4 Ps are product, price, place and promotion. They are a simple way to check that what you sell, what you charge, where you sell it and how you promote it all fit together. Service businesses often add people, process and physical evidence to make 7 Ps.
How do I write a positioning statement?
A simple structure is: for [target customer] who [need], we are the [category] that [key difference], because [proof]. Keep it to one or two sentences and test it with real customers. It is an internal guide, so it does not need to read like a slogan.
How often should I review my marketing strategy?
Review it properly once a year, and sooner if something big changes, such as a new competitor, a new product or a shift in who is buying. Your core positioning should stay steady for several years, while channels and tactics can change more often.
Related free resources.
More checklists, templates and tools that go with this one. See them all
Audits, positioning and a plan for every channel.
Want it done for you?
Tell us what you need. Charlie will come back with a plan and a price, usually within one working day.