Let’s be honest, if you’ve ever started a business, you’ve probably made this mistake. I know I have. You get an exciting idea, you jump into action, and before you know it, you’re knee-deep in logo designs, social media posts, and website layouts. You tell yourself, “I’m building my business.” But here’s the truth: you’re not. You’re marketing. And that’s not the same as developing a business strategy.
Most entrepreneurs, especially those who are new, confuse a marketing strategy with a business strategy. It’s an easy mix-up, but getting it wrong can cost you time, money, and momentum.
So, what’s the difference? And more importantly, how can you fix this common mistake? Let’s break it down.
What Is a Business Strategy?
Think of your business strategy as the blueprint for your entire operation. It answers the big-picture questions:
What problem are you solving?
Who is your ideal customer?
How will you make money?
What sets you apart from competitors?
What are your long-term goals?
A solid business strategy lays the foundation. It helps you determine pricing, revenue streams, operational processes, and customer service policies. Without it, you’re just throwing things at the wall and hoping they stick.
Example: Imagine you want to open a coffee shop. Your business strategy would define whether you’re targeting busy professionals who need a quick grab-and-go option, or coffee enthusiasts looking for a cozy, sit-down experience. It would also outline how you price your drinks, how you source your beans, and whether you plan to expand or stay local.
What Is a Marketing Strategy?
Once you have a business strategy in place, your marketing strategy comes into play. This is your action plan for attracting and converting customers. It covers things like:
Branding and messaging (your logo, colors, and the story you tell)
Customer outreach (email marketing, social media, content creation, advertising)
Lead generation (getting people to notice and engage with your brand)
Sales funnels (how you turn a curious visitor into a paying customer)
In simple terms, your marketing strategy is how you communicate your business strategy to the right audience. If you don’t have a clear business strategy, your marketing efforts will feel scattered and ineffective. Does this sound familiar?
Example: If you own that coffee shop, your marketing strategy would decide how you attract customers—whether through Instagram-worthy latte art, loyalty programs, or influencer partnerships. If you don’t have a clear business strategy, you might waste money advertising to people who don’t even drink coffee.
The Common Entrepreneurial Trap
Many business owners, especially solopreneurs and small startups, skip the business strategy step and jump straight into marketing. They create social media pages, run ads, and try to generate buzz without knowing exactly what they’re selling, who they’re selling to, or how they’ll sustain the business long term.
This often leads to frustration. You pour time and money into marketing, but the results are weak because the foundation (your business strategy) isn’t strong.
How to Fix It: 5 Actionable Steps
If you realize you’ve been marketing without a real business strategy, don’t worry—you’re not alone, and it’s fixable! Here’s what to do:
1. Pause and Define Your Core Business Strategy
Before spending another dollar on ads or social media, answer these questions:
What is my unique value proposition? (What makes me different?)
Who is my target audience? (Be specific—age, location, pain points, desires)
How will I make money? (Products, services, pricing, recurring revenue?)
What’s my long-term goal for this business? (Growth, selling, lifestyle business?)
2. Nail Down Your Offer
A vague business won’t sell well. Ensure your offer is clear and irresistible:
What exactly am I selling?
How does it solve a problem or fulfill a need?
Why should someone buy from me and not my competitor?
How do I price my product or service profitably?
Example: If you’re a freelance graphic designer, is your offer focused on brand identity for startups, social media graphics for influencers, or high-end website design? Knowing this helps refine your marketing approach.
3. Build a Sustainable Revenue Plan
Many entrepreneurs focus on marketing but forget profitability. Ensure you have a strategy for making money:
Are you pricing your product/service correctly?
How many sales do you need per month to break even and profit?
Can you create recurring revenue (subscriptions, memberships, retainers)?
4. THEN Create a Marketing Strategy
Once your business strategy is solid, start thinking about how to attract customers:
Which platforms do my ideal customers use? (Instagram? LinkedIn? YouTube?)
What type of content will engage them? (Videos, blogs, podcasts, testimonials?)
What’s my plan for converting leads into paying customers?
5. Track & Adjust
A strong business (and marketing) strategy evolves. Monitor your results, tweak your approach, and stay adaptable. If something isn’t working, go back to your business foundation and refine it.
Final Thoughts
Marketing is exciting, but it’s not a substitute for having a real business strategy. If you’ve been focusing on marketing without a clear business plan, take a step back, reassess, and build a strong foundation first. When you get your business strategy right, your marketing will become much more effective—and you’ll stop feeling like you’re spinning your wheels.
So, have you made this mistake before? What changes are you making to fix it? Drop a comment and let’s chat!
Download my new book, The Art of Business Strategy: Mastering Growth and Scalability, to begin creating your strategy, available on Kindle and Amazon ebook or paperback.
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