How to Create a Successful Marketing Strategy
A digital marketing strategy is a tool that'll help your business absolutely kill it online.
It’s not just a fancy document; it’s full of creative ideas, hashtag magic, platform-specific goals, and campaigns that’ll reach your target audience beyond just random posts.
Think of it as the GPS for your online presence—it helps you figure out how to reach your goals with intention, not just by winging it.
Why You Need a Marketing Strategy
The Struggle is Real
Let me guess—you’re a solo entrepreneur offering services, and you feel like your online marketing strategy is all over the place.
One minute you’re excited about a new post, and the next, you’re discouraged because it didn’t get the engagement you hoped for. Sound familiar? Whether you're a coach, consultant, or freelancer, figuring out how to market your services consistently can feel overwhelming.
Marketing strategies help you cut through that noise. If you’ve ever found yourself staring at your screen wondering what to post, when to post, or feeling burned by social media projects that are just NOT bringing in results, then this is for you.
A well-thought-out marketing strategy the focuses on content and social media will be your cheat code. It gets you out of that rut and gives you a game plan that makes sense for your business.
What Makes a Good Strategy?
A great marketing strategy aligns your business goals with your online activities.
It takes the guesswork out of what to post, where to post it, and when. It allows you to leverage your strengths, highlight your unique services, and connect with your audience in ways that build trust and authority. More importantly, it saves you time—so you can spend more time focusing on the parts of your business that you actually love.
Before you start with content and social media marketing, you’ll need to do the following:
Start with a goal.
Do your marketing analysis
Know your customers
Know your product and resources
Further refine your objectives
Outline techniques
Set a budget
Create a marketing plan
Once you get to the last step, you’ll need to figure out how to execute a good online strategy that includes social media and content marketing. Let’s break that down step by step.
Step 1: Start with Blogging (Don’t Run Away Yet)
Why Blogging is Still Relevant
I get it—blogging isn’t always at the top of the list when it comes to marketing your services. You might be thinking, “Isn’t blogging kind of dead?” Nope, not at all. If anything, it’s more important than ever. For solo entrepreneurs, especially service providers like coaches, consultants, or creatives, blogging gives you a platform to showcase your expertise. You don’t need to write every day, but having a well-written blog can do wonders for building credibility.
Think about it: when potential clients are researching a service, they’re not just looking for anyone—they’re looking for someone who knows their stuff. A blog allows you to demonstrate your knowledge, share your insights, and answer questions your ideal clients might have. Plus, blogging is fantastic for SEO. Every blog post is another opportunity for your website to show up in search engine results when people are Googling solutions to their problems.
How to Get Started with Blogging
The first step is coming up with blog ideas based on the keywords that matter for your industry. Not sure where to begin? Start with your unique selling proposition (USP). What do you offer that others in your niche don’t? Once you’ve nailed down your USP, think about the types of questions your clients frequently ask. These questions make great blog topics!
Still struggling for ideas?
Tools like AnswerThePublic or Ubersuggest can help you kickstart the brainstorming process. Try to come up with at least 15 blog titles. That’s six months of content right there if you post twice a month!
Pro tip: batch your writing. Once you have your topics, schedule a block of time to write several posts at once. It’s a huge time saver, and you’ll get page views faster!
Blog Content That Converts
When writing your blog posts, focus on providing value. What can you offer your readers that they can’t get elsewhere? Maybe it’s a behind-the-scenes look at how you run your business, or a step-by-step guide on how to solve a specific problem. Your blog is your space to connect, so keep it conversational. Let your personality shine through while showing off your expertise. And don’t forget the CTA (call to action). Whether it’s booking a consultation or signing up for your newsletter, always guide your readers to take the next step.
Step 2: Get Creative with Your Campaigns
Why Creativity Matters in Marketing
Now for the fun part—creative campaigns. This is where you can ditch the boring and bring out your creative genius. In today’s saturated online world, it’s not enough to just post content. You need to create something that’s memorable. Your followers are scrolling through hundreds of posts a day, so you have to give them a reason to stop and engage with your content.
For service providers, creativity in marketing is key to standing out. Whether you’re a yoga instructor, business coach, or web designer, your creative campaigns will help potential clients remember your name. The more unique and engaging your content is, the more likely people are to share it, talk about it, and—most importantly—book your services.
How to Create Engaging Campaigns
Start by brainstorming campaigns that align with your brand’s personality. Think about what makes your business unique and how you can communicate that creatively. One of my favorite examples is a local yoga instructor who started a "Pose of the Day" challenge on Instagram. Every day, she posted a picture of a yoga pose with a caption explaining the benefits, then encouraged her followers to try it and share their own photos using a branded hashtag. Not only did this engage her current followers, but it attracted new ones who wanted to participate in the challenge.
Here’s another idea: let’s say you’re a career coach. You could create a social media campaign where you share daily tips on how to improve your resume or ace an interview. At the end of the week, host a live Q&A session where you answer follower questions. It’s interactive, it’s valuable, and it positions you as an expert in your field.
Tailoring Campaigns for Different Platforms
Remember—different platforms need different content. Not every campaign works on every social media platform, so figure out which creative ideas fit where. Instagram is all about visuals, so make sure your campaign has eye-catching graphics or videos. On Facebook, longer posts with links to your blog or website tend to perform well. Twitter? Keep it short and sweet.
Don’t forget to measure the success of your campaigns. Use analytics tools to see what’s working and what’s not, and tweak your strategy accordingly.
Step 3: Platform-Specific Strategies
Why a One-Size-Fits-All Approach Doesn’t Work
Each social media platform has its own unique audience, vibe, and algorithm. Trying to post the same content across all of them is like trying to fit a square peg into a round hole—it just doesn’t work. Every platform serves a different purpose, attracts different types of users, and requires its own approach to content.
As a solo entrepreneur, your time is precious. You don’t have the resources to manage five different social accounts, run your business, and serve clients all at once. Instead of trying to be everywhere, choose two or three platforms where your ideal clients are most active. Then, craft content specifically for each one. By focusing on a few platforms, you’ll save time and get more bang for your buck, rather than spreading yourself too thin and seeing little engagement.
How to Optimize for Each Platform
Let’s break down how to tailor your content for some of the most popular social platforms to make sure your marketing efforts are focused and effective.
Instagram is the place for high-quality images, Reels, and Stories. This platform is all about aesthetics, so your content needs to look polished and professional. For solopreneurs, especially those offering services, Instagram is a powerful tool to showcase your expertise, build a personal brand, and connect with potential clients.
What Works: Client transformations, behind-the-scenes content, tips and tricks in your niche, Reels that show off your personality or a day in your life.
Best Practices: Use 15-20 relevant hashtags, interact with your audience through Stories and comments, and don’t forget to post regularly on your feed. Instagram’s algorithm favors consistency and engagement.
Instagram is also great for service-based entrepreneurs who want to build trust by showing their process. If you’re a fitness coach, for example, you can share workout videos, progress updates from clients (with permission), and even behind-the-scenes clips of your daily routine.
LinkedIn is your go-to platform if you’re in a more professional space or working B2B. It’s a place to share your insights, industry knowledge, and thought leadership. LinkedIn is where your expertise can really shine. Long-form content, case studies, and educational posts tend to perform well here.
What Works: Share valuable content like case studies, industry trends, tips, or personal stories that resonate with your audience. LinkedIn is all about building professional relationships, so it’s perfect for showcasing your services in a way that positions you as an expert.
Best Practices: Keep it professional yet engaging. Post about things that matter to your audience and encourage discussions in the comments. Regular posting—once or twice a week—keeps you on the radar of your network.
If you’re a business consultant, LinkedIn is the perfect place to share your client successes, discuss key trends in your industry, or share your approach to problem-solving in a way that draws in other professionals.
Facebook still reigns as a key platform for community-building and interaction, especially if you’re leveraging Facebook Groups. While organic reach on Facebook business pages has declined, Groups and interactive content like polls or live streams still get plenty of traction.
What Works: Create a private group for your clients or potential clients. This is where you can offer exclusive content, answer questions, and engage with your audience on a more personal level. Share content that encourages conversation, like client success stories, how-to posts, and even longer-form updates about your business.
Best Practices: Make your posts engaging with strong visuals and interactive elements. If you can, go live regularly or use videos, as they tend to get better reach. Facebook also loves personal stories, so don’t be afraid to get real and show your audience the human side of your business.
If you’re a service provider like a virtual assistant, you might consider joining Facebook Groups where entrepreneurs are looking for business support. Engage with the community by offering helpful advice and becoming a known resource.
Pinterest is often overlooked, but for certain businesses, it can be a goldmine. Pinterest is essentially a visual search engine, which means it’s an excellent platform for driving traffic to your website or blog. Service-based entrepreneurs, especially those in creative industries like design, coaching, or wellness, can thrive here.
What Works: Infographics, blog post previews, and content that’s actionable, like “how-tos” or step-by-step guides. Pinterest users are often searching for inspiration or solutions, so offer content that solves a problem.
Best Practices: Create eye-catching, vertical images that link directly to your website or landing page. Pinterest favors consistency, so pinning 5-10 times a day is ideal, but you can schedule content in advance to save time.
For example, if you’re a business coach, you can create pins that lead to your blog posts on how to grow a business, time management tips, or client testimonials. It’s all about using Pinterest to drive traffic to your own platform.
TikTok
TikTok has exploded in popularity, and it’s not just for teenagers anymore. If your audience is on TikTok, this platform is perfect for sharing quick, engaging, and often light-hearted content. For service-based solopreneurs, TikTok can be a great way to show your personality, offer bite-sized tips, or even demonstrate your process.
What Works: Short, engaging videos with clear hooks in the first few seconds. Share tips, tutorials, or show how your services work. TikTok is great for more casual, authentic content—don’t be afraid to show your personality!
Best Practices: Keep your videos short (15-60 seconds) and use trending sounds or hashtags to increase your visibility. TikTok’s algorithm favors content that keeps people engaged, so keep experimenting with different types of videos until you find what resonates with your audience.
If you’re a personal trainer, TikTok is an ideal platform to share quick workout routines, fitness tips, or behind-the-scenes snippets of your training sessions. The platform loves content that’s both informative and entertaining.
YouTube
YouTube is a content powerhouse and one of the best platforms for long-form video content. If your business relies on tutorials, education, or deep dives into specific topics, YouTube is a platform where you can truly showcase your expertise. Plus, since it’s owned by Google, it’s an SEO goldmine, making it easier for people to find your content over time.
What Works: In-depth tutorials, how-tos, or educational content. YouTube is great for building trust with your audience through longer videos where you explain your services in detail or share valuable insights.
Best Practices: Focus on creating content that addresses your audience’s pain points. You can also repurpose content from your blog or social media into video format. Regular posting is important on YouTube, as well as optimizing your video titles, descriptions, and tags for SEO.
For example, if you’re a life coach, you can create a YouTube series on topics like “How to Set Boundaries in Business” or “5 Steps to Overcome Self-Doubt.” Use YouTube as a space to establish authority and build a loyal audience that trusts your expertise.
Step 4: Hashtags – Your Secret Weapon for Visibility
Why Hashtags Are Important
Hashtags aren’t just trendy add-ons to your posts—they’re a way to categorize your content and make it discoverable. For solopreneurs, using the right hashtags can help you reach a wider audience without paying for ads. They help potential clients find you based on their interests and needs.
But, it’s not just about throwing random hashtags at the end of a post. It’s about finding hashtags that are relevant to your services and target audience. This is where research comes in.
How to Find the Right Hashtags
Start with a core hashtag that’s relevant to your business. For example, if you’re a personal stylist, you might start with #PersonalStylist. Then, dive into the “hashtag vortex.” Click on that hashtag, see what other hashtags are being used alongside it, and keep going. You’ll eventually build a list of 40-50 highly relevant hashtags.
You don’t need to use all of them at once, but having a list ready will help you mix and match on future posts, keeping your content fresh and discoverable.
Step 5: Content Distribution – Getting Your Content Seen
The Importance of Content Distribution
Creating great content is only half the battle. You also need a solid plan to get that content in front of the right people. This is where content distribution comes in. Whether it’s blog posts, social media content, or email newsletters, you need a strategy for how to spread your message.
As a solo entrepreneur, you don’t have the luxury of a full marketing team, so you’ve got to be smart about how you distribute your content. Repurposing is your best friend here—take one piece of content and turn it into multiple formats.
How to Distribute Your Content Efficiently
Let’s say you write a blog post. Here’s how you can distribute it:
Social Media: Break down the key points into bite-sized posts for Instagram, LinkedIn, and Facebook. Use quotes, stats, or tips from the blog and pair them with engaging visuals.
Email: Send a snippet of the blog in your next newsletter, linking to the full post on your website.
Video: Turn your blog post into a short video or Reel where you summarize the key points. This works especially well for Instagram and TikTok.
By spreading your content across different platforms in different formats, you’re maximizing its reach without creating new content from scratch every time.
Step 6: Content Auditing – Keeping Your Strategy Fresh
Why You Need to Audit Your Content
Here’s something a lot of people skip—content auditing. A content audit is a regular review of your existing content to see what’s working, what’s not, and what can be improved. As a solopreneur, it’s easy to fall into the trap of “set it and forget it,” but that’s a mistake. Marketing trends change, your audience’s needs evolve, and your content needs to keep up.
By auditing your content, you’ll identify areas that need updating, posts that can be repurposed, and underperforming content that needs to be reworked or retired.
How to Conduct a Content Audit
Start by reviewing your analytics. Look at your social media metrics, website traffic, and email open rates. Identify the content that’s driving the most engagement and conversions. Then, compare it to the content that isn’t performing as well. Ask yourself: What’s the difference? Is it the topic? The format? The platform?
Once you’ve gathered your insights, make a plan to update or improve your underperforming content. It could be as simple as tweaking the title or call to action, or it might require a full rewrite. Whatever the case, auditing your content regularly keeps your strategy fresh and relevant.
Conclusion: Ready to Get Started?
Now that you’ve got the full breakdown of creating a marketing strategy for your business, it’s time to put it into action! If you’re feeling a bit overwhelmed, don’t stress. You don’t have to do this alone. I’m here to help you create a tailored marketing strategy that fits your business and your goals.
Let’s chat! Book a consultation with me, Jameela Ghann, and we’ll map out your next steps. Together, we’ll turn your marketing efforts into something that brings in real results. Click the link below to get started—your future self will thank you.
