Strategy Before Tactics

Posting randomly is not marketing. Strategy answers three questions first: who exactly is the customer, where do they spend attention, and what journey takes them from stranger to buyer?

Key Concepts

• Define one primary audience persona: demographics, problems, watering holes
• The funnel: awareness → interest → decision → action → loyalty; every channel serves a stage
• Choose 2 channels you can do well over 6 done badly
• Set one number per stage: reach, engagement, leads, sales, repeat rate
• Competitor audit: what do the best in your niche do weekly? Learn, then differentiate

Try It Yourself

Write one persona for a business you know: age, problem, where they scroll, what they search. Then map one funnel stage to one channel for them.