The difference between a marketing strategy and a marketing plan
In my last blog for 2024, we covered planning your 2025 marketing strategy and if you’ve done that (before 2025), snaps to you.
But strategy is only half the story.
To actually make your marketing happen (and see results), you need a plan to make it happen. And yes, while they’re often mentioned together, they’re completely different.
So, let’s look at the difference between a marketing strategy and a marketing plan, how they work together, and why you need both to get the most out of your marketing.
What is a marketing strategy?
Your marketing strategy is your big picture thinking.
It’s the “why” behind everything you do in marketing. Think of it as your starting point, the foundation for all your efforts.
This is where you figure out what you’re aiming for and why it matters to your ideal clients.
A marketing strategy answers questions like:
- Who are your ideal clients?
- What are your goals? (Spoiler alert: “Get more sales” isn’t detailed enough.)
- What sets your business apart from the competition?
Your marketing strategy helps you focus your efforts and helps stop you wasting time (and money) chasing marketing ideas that don’t actually align with your goals.
Benefits of a Marketing Strategy
Clear direction
You’ll know exactly what you’re aiming for, so you’re not throwing spaghetti at the wall and hoping something sticks.
Your marketing strategy keeps you focused, keeps you focused, so instead of trying every new marketing trend, or bright new shiny marketing thing that pops up, you can concentrate on what works for your business.
This saves you time, effort, and a heap of unnecessary stress.
Better decision-making
It’s easier to say yes or no to new ideas or opportunities when you’ve got a clear strategy.
Every marketing decision can be measured against your strategy, helping you check if it supports your business and marketing goals. Without this, you might waste time chasing squirrels (shiny new ideas) that might sound great, but don’t end up working for your business.
A strategy makes it clear what’s worth your time and what isn’t. It gives you the confidence to focus on what matters and say no to anything that doesn’t fit – without second-guessing yourself.
Consistency
Your marketing messaging stays on point, making it easier for your ideal clients to trust you.
When your messaging is consistent across all platforms, it builds that all important Know, Like, & Trust factor.
People know what to expect from you, and connect with your business and who you are. When you’re consistent with your messaging to your ideal clients they connect and like you (your products or services). This helps build their trust in you and your business – and when people trust you they buy from you.
So, whether they’re scrolling through social media, opening an email, or visiting your website, consistency helps turn leads into loyal clients.
What is a marketing plan?
If your strategy is the “why,” your marketing plan is the “how.”
Your marketing plan is your to-do list that brings your strategy to life. A plan outlines what you need to do, when to do it, and how to measure whether it worked.
For example:
- If you’re an accountant with a strong understanding of the building industry, your marketing strategy might say: “Attract 6 new business clients in the building industry within 12 months by positioning the firm as a trusted expert in financial advice for tradies.”
- Your plan might include actions to take across:
- Social media, eg Post two LinkedIn updates each week about cash flow tips and client success stories.
- Newsletter, eg Send a monthly email with actionable advice on managing cash flow and meeting compliance deadlines.
- Website, eg Create a landing page specifically for tradies, highlighting relevant services and client testimonials.
- Digital advertising, eg Run targeted Google Ads promoting your expertise in financial advice for builders and plumbers.
- Local sponsorships, eg Sponsor a tradie-focused event or networking night in your area.
- SEO, eg Publish blogs like “5 Common Tax Mistakes Tradies Make” or “How to Improve Cash Flow in Your Building Business.”
A plan is all about getting stuff done. It breaks your strategy into clear, actionable steps. It’s also where you decide what tools, platforms, and resources you’ll need to implement your strategy.
Benefits of a Marketing Plan
Execution-ready
A marketing plan is your step-by-step roadmap for actually getting things done.
No more sitting there wondering, “What should I do next?” or feeling overwhelmed by the endless list of possibilities.
Your plan tells you exactly what needs to happen, when it needs to happen, and who’s responsible for it (even if that’s just you).
It keeps everything organised and moving forward, so you’re not winging it or letting things fall through the cracks.
Measurable outcomes
A good plan doesn’t just tell you what to do; it shows you how to track whether it worked.
- Are more people visiting your website?
- Did those LinkedIn posts lead to any enquiries?
- Are your social posts generating engagement?
- Are your ads delivering results?
A plan helps you figure out what’s working so you can focus on that and stop wasting time on things that aren’t.
No more throwing money at random ideas and hoping something sticks. You’ll know exactly what’s driving results and where you might need to change.
Consistency in action
Everyone involved (even if it’s just you wearing multiple hats) knows what to do and when.
A plan ensures you stay on track, even when life or business gets busy. It’s the difference between posting on social media three days in a row and then ghosting for weeks versus having a regular, reliable presence that builds trust with your ideal clients.
Consistency isn’t just about getting things done; it’s about showing up for your ideal clients in a way that makes them feel they can count on you, aka trust you. And that leads to business.
How they work together
Here’s where the magic happens: your strategy and plan work best as a team.
Without a strategy, your plan is just a to-do list with no real direction. And without a plan, your strategy is just wishful thinking.
Let’s look at an example:
Marketing Strategy
- Goal: Attract 6 new business clients in the building industry within 12 months by positioning the firm as a trusted expert in financial advice for tradies.
- Ideal clients: Building industry professionals such as plumbers, builders, and electricians running small businesses.
You could add more demographic information like turnover, location, number of employees. Also psychographic information about why your ideal clients choose you. If you’re unsure, about your ideal client, check out my blog on the basics of defining your target market. - Key message: Helping you make smarter decisions for a more profitable business future.
- Differentiation: Your specialised understanding of the building industry, from compliance requirements to cash flow challenges, sets you apart from other accountants.
The strategy sets the direction by clarifying the goals, target market (ideal clients), messaging, and what makes your business unique.
The marketing plan translates this into actionable steps, assigning responsibilities, and outlining timelines and metrics to track progress.
Marketing Plan
- Social media:
- Action: Post two LinkedIn updates each week featuring cash flow tips, client success stories, and tax updates tailored to tradies.
- Responsibility: The social media manager creates posts, with oversight from the accountant for an industry/compliance review.
- Timeframe: Weekly, every Tuesday and Thursday.
- Measurement: Track LinkedIn engagement metrics, including likes, comments, and clicks, and aim for a 10% increase in profile views over three months.
- Newsletter:
- Action: Send a monthly email with actionable advice on cash flow management, compliance deadlines, and profitability tips for tradies.
- Responsibility: The marketing content manager drafts content with oversight from the accountant for an industry/compliance review. Marketing software automates the send.
- Timeframe: Sent on the first Wednesday of each month.
- Measurement: Monitor open and click-through rates, with a goal of achieving a 20% open rate and at least five inquiries over 12 months.
- Website:
- Action: Create a dedicated landing page for tradies, highlighting relevant services and client testimonials.
- Responsibility: Collaborate with a web designer and marketing content manager to develop the page.
- Timeframe: Launch within the first quarter.
- Measurement: Track visits to the page using Google Analytics and aim for a 15% conversion rate to inquiries.
- Digital advertising:
- Action: Run targeted Google Ads promoting expertise in financial advice for builders and plumbers. Ads direct clicks to the new landing page.
- Responsibility: Engage a digital advertising specialist to manage the campaign.
- Timeframe: Start the campaign after the landing page launches in Q2 and run for three months.
- Measurement: Monitor click-through rates and inquiries generated, aiming for at least 10 inquiries per month.
- Local sponsorships:
- Action: Sponsor a tradie-focused networking event in your area, including branded banners and a short presentation.
- Responsibility: Marketing manager coordinates with event organisers and prepares materials.
- Timeframe: Sponsor one event per quarter.
- Measurement: Track leads generated at the event, aiming for at least three new inquiries.
- SEO:
- Action: Publish one blog per month, such as “5 Common Tax Mistakes Tradies Make and How to Avoid Them.”
- Responsibility: Marketing content manager writes the content with oversight from the accountant for an industry/compliance review; uploads and optimises it.
- Timeframe: Monthly, by the 15th of each month.
- Measurement: Track organic search traffic to the blog and monitor keyword rankings for relevant terms, aiming for a 20% increase in search traffic within six months.
See the difference?
The strategy sets the stage, and the plan executes the steps.
Why a plan without a strategy wastes your marketing dollars
Marketing without a strategy is like throwing spaghetti at the wall and hoping for the best. Sure, a few strands might stick (yay for sticky spaghetti 😊), but most of it will fall to the floor.
And what does that leave you with? A mess, wasted effort and, most frustratingly, wasted money.
Even if some of your marketing activities do work, without a strategy, you won’t know why. Was it the right message, the right platform, or just plain luck?
And what about the stuff that didn’t work? Why didn’t it stick?
Without a strategy guiding your plan, you’re left guessing, and guessing costs money.
Without a strategy, you might find yourself throwing money at random ads, creating content that misses the mark, or targeting the wrong people entirely. And let’s be real, nobody wants their hard-earned dollars going to waste – or spaghetti on the floor ☹.
The good news?
A solid strategy paired with a clear plan means every action has a purpose. It stops you from wasting dollars on ads, posts, or campaigns that don’t hit the mark. It’s the difference between marketing that works and marketing that’s just noise.
So before you jump into your next marketing campaign, take the time to map out the “why” behind your plan. Your bank account (and your sanity) will thank you.
Do you really need both?
In short: Yes.
A marketing strategy helps you:
- Understand your ideal clients.
- Clarify what makes your business unique.
- Set goals that actually matter.
A marketing plan helps you:
- Take action.
- Stay consistent and organised.
- Measure your progress and adapt as needed.
Skipping one or the other means you’re either working without direction or without a clear plan of action. And neither will get you the results you’re looking for.
Where to start
If you’re feeling a bit overwhelmed, don’t stress, you’re not alone. There are stacks of business owners who find themselves stuck because they’re trying to do both without the time or expertise to do either well.
That’s where working with an expert (like Starfish Marketing) comes in.
I help business owners just like you create your marketing strategy and action plan that actually make things happen. No jargon, no fluff. Just clear, actionable marketing that works.
Understanding the difference between a marketing strategy and a marketing plan is the first step in making your marketing work for you.
Strategy gives you direction; a plan keeps you on track. Together, they make every marketing dollar count.
Want to learn more about how these two can transform your business? Let’s chat. I’d love to help you make your marketing happen.
