What Should a Marketing Strategy Include?

Estimated Read Time: 6 minutes

A marketing strategy should include six key components: market research, audience definition, positioning, marketing channels, content plan, and performance measurement. Together, these elements help local businesses stay visible, consistent, and effective in reaching their community.

When local businesses say, “We tried marketing, but it didn’t work,” it’s usually not the effort — it’s the missing structure.

A marketing strategy is more than a collection of ideas; it’s a system for growth. And every strong system shares a few universal components that keep your message aligned, measurable, and meaningful.

Let’s break down what your strategy needs — and how to make each part work for your local business.

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1. Market Research: Who Are You Really Talking To?

Every good strategy starts with understanding your market — the people, trends, and local dynamics that shape how your customers buy.

What to research:

• Demographics: Age, location, and income level of your ideal customers.

• Behaviors: How they search online, what social platforms they use, and what content they trust.

• Competition: What nearby businesses offer — and what gaps exist.

📊 According to BrightLocal (2024), 98% of consumers use the internet to find information about local businesses before visiting.

Tip: Use free tools like Google Trends and AnswerThePublic to discover what your audience is searching for in your area.

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2. Audience Definition: Clarity Beats Volume

Your audience isn’t “everyone.” The clearer you are, the stronger your message becomes.

Define:

• Your primary audience (core customers).

• Your secondary audience (referrers, collaborators, or influencers).

Example: A local fitness studio’s audience isn’t “people who work out” — it’s busy parents looking for convenient wellness solutions near Inglewood.

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3. Positioning: Why Should They Choose You?

Positioning defines how your business stands out. It answers, “Why you?”

For Equity Digital clients, this often means translating authenticity into a clear value promise: what you do differently, who you serve best, and what emotion your brand evokes.

Local positioning statement example:“We help Inglewood entrepreneurs grow visibility through storytelling and strategy that feels authentic — not corporate.”

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4. Marketing Channels: Where Should You Show Up?

Not every platform deserves your time.Identify where your customers actually spend attention.

Top channels for local businesses:

• Google Business Profile: Local SEO and maps visibility.

• Instagram & Facebook: Community engagement.

• Email Marketing: Direct connection for offers and retention.

• Events & Partnerships: Real-world presence that reinforces your online message.

📈 HubSpot’s 2024 Marketing Trends Report shows that local businesses using 2–3 consistent channels outperform those spreading across 5+ platforms by 37% in engagement and ROI.

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5. Content Plan: Tell Stories, Not Sales Pitches

Your content is how your brand breathes online.Plan it like a conversation — not a campaign.

Use a content mix that combines:

• Educational posts (teach your audience something useful).

• Community features (highlight other local businesses or customers).

• Behind-the-scenes content (show your process, team, and values).

🗓️ Keep a monthly calendar to stay consistent — and remember: one good story told across platforms beats 10 disconnected posts.

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6. Measurement: Know What Success Looks Like

If you can’t measure it, you can’t improve it. Set clear metrics tied to your goals:

Goal Type	Metric to Track
Awareness	Website visits, search impressions, reach
Engagement	Comments, shares, saves, DMs
Conversions	Calls, form fills, appointments
Retention	Repeat customers, newsletter opens

Pro Tip: Track what happens locally. Google Business insights, check-ins, and mentions from nearby customers tell the real story.

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7. Bringing it all together.

A strong marketing strategy doesn’t just help you plan — it helps you prioritize.When you understand each component, you stop wasting energy on tactics that don’t fit your goals.

If you’d like a personalized review of your current setup, consider scheduling a Marketing Systems Audit — it’s the fastest way to see where your plan can improve.

Read next: How Do I Create a Simple Marketing Plan for My Business?

Or, if you’re ready to see how your current efforts measure up:

Schedule a Marketing Systems Audit (a practical snapshot of where your marketing stands today.)

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Key Takeaways (Scannable Summary)

• Every marketing strategy needs six components: research, audience, positioning, channels, content, and measurement.

• Focus on the right people — not everyone.

• Simplicity and consistency create real visibility.

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FAQ

1. What’s the difference between a marketing plan and a marketing strategy?

   A strategy defines your goals and direction. A plan details the actions you’ll take to reach them.

2. How often should I update my marketing strategy? Review it quarterly or anytime your business goals change.

3. What’s the most important part of a marketing strategy? Alignment — every component should connect back to your audience and goals.