Why every business needs a marketing strategy

Boxers & Briefs Podcast #28: The importance of having a marketing strategy with Teresa Ma’aelopa

Building brand awareness, standing out from competitors, and improving returns doesn’t happen by accident. It requires a well-thought-out marketing strategy that connects your business goals with the right tactics to achieve them.

Teresa Ma’aelopa, senior marketing strategist and founder of Marketing Architect, has spent 20 years helping businesses cut through the marketing noise. After seeing how small and medium-sized businesses struggled to access the same level of strategic marketing knowledge as large companies, she created Marketing Architect to bridge that gap.

The difference between strategy and tactics

Most business owners think marketing means jumping straight into social media posts, Google ads, or other promotional activities. Teresa calls this approach ‘spray and pray’ – trying everything and hoping something sticks.

“A tactic is what most people see marketing as, like your social media or Google ads,” Teresa explains. “The strategy is the foundation that determines which tactics are right for you. It makes sure you’ve got the right things happening that align with your business goals.”

Without strategy, businesses end up doing what Teresa describes as ‘random acts of marketing’ – activities that operate in silos rather than working together towards common objectives.

Common marketing mistakes businesses make

Beyond not having a strategy at all, Teresa sees several recurring problems in how businesses approach marketing.

Setting the wrong goals

Many businesses focus on vanity metrics rather than meaningful outcomes. Having a million Facebook followers might sound impressive, but it won’t help your business if those followers aren’t engaging with your content or becoming customers.

“The number of followers you have doesn’t convert into engagement,” Teresa notes. “Facebook’s a perfect example – how many people you personally follow pop up in your news feed anymore? Very few. You need people engaging with you regularly.”

For social media, meaningful metrics focus on engagement quality rather than follower quantity.

Not measuring what matters

Teresa regularly encounters businesses spending thousands on Google ads or other marketing activities without knowing what they’re getting in return. They receive reports from agencies but don’t understand what the data means or how to act on it.

“A really good piece of advice is if you don’t understand it, you need to get at least a surface level understanding so you can’t have the wool pulled over your eyes,” she says. “There are a lot of cowboys out there when it comes to SEO and analytics.”

Business owners should be able to say for every pound spent, they get a specific return. If you can’t track your sales from service inquiries, start asking customers “How did you hear about us?”

Poor alignment between marketing and sales

Many businesses still treat marketing and sales as separate departments. Marketing brings in leads, and sales converts them. But Teresa argues this approach is outdated.

“Marketing is not just about leads coming in the door. Those two departments should be aligned because that’s how you’ll get your best outcomes.”

How small businesses can compete with larger companies

Small businesses don’t need to take on bigger competitors head-to-head. Instead, they should leverage their natural advantages.

“The benefit of small businesses is the agile nature – you’ve got the ability to shift and adapt so much faster than a big business,” Teresa explains.

The key is finding your niche and identifying your real point of difference. Not what you think makes you special, but what sets you apart from competitors in ways that matter to customers.

“Your point of difference is only a point of difference if it’s your strength and not your competitor’s strength,” Teresa emphasises. “Making sure you’re analysing your competitors is important to understand your true point of difference.”

Balancing short-term needs with long-term growth

Most businesses face the challenge of needing immediate cash flow while building long-term brand value. Teresa’s advice is to prioritise based on your current situation and budget size.

If you need short-term leads right now, focus on lead generation activities, but make sure you’re still telling your brand story through those communications.

The mistake many businesses make is stopping all marketing when times are good. Teresa points to the construction industry as an example – when work was plentiful, trades stopped marketing. Now they’re scrambling for the next job.

“Marketing is not a silver bullet. You can’t just turn marketing on and people will walk through the door. It takes time, so having a marketing strategy ready means when you get to tough times, you can start turning the tap on.”

Cost-effective strategies for limited budgets

When money is tight, Teresa recommends going back to your data to identify your most profitable customer segment, then targeting that group specifically.

“Go out and target that group and keep it very targeted. Don’t go broad,” she advises.

The channel you choose depends on your audience. If they’re surfers, maybe Instagram and Facebook work best. If they’re business professionals, LinkedIn might be more appropriate.

The key is talking to their specific needs and pain points. “Marketing is not talking about your product or service. It’s talking to the customer about the emotion they’re feeling and the problem they’re having.”

Future trends to watch

Teresa sees artificial intelligence continuing to revolutionise marketing, but warns it’s not ready to do everything automatically.

“AI cannot feel human emotion or understand the intricacies of us as human beings. We need to take whatever comes out of that and adapt it to make it suitable.”

She predicts a future where understanding how to prompt and teach AI becomes integral to marketing success.

Interestingly, Teresa also sees opportunities in traditional marketing methods that many businesses have abandoned. Direct mail (now called ‘lumpy mail’), networking, and strategic partnerships can cut through the digital noise more effectively because fewer businesses use them.

“The old stuff is now disruptive marketing,” she notes. “It can be more costly per item but have much more cut through than any digital campaign.”

The authenticity advantage

With AI making it easier for businesses to sound similar, authenticity becomes even more valuable. Networking helps develop this authenticity by forcing you to tell your story repeatedly and learn from others.

“The more you network and talk to people, the more you develop your own authenticity because you get better at telling your story,” Teresa explains.

For businesses ready to move beyond guesswork and random marketing activities, Teresa’s approach offers a clear path forward. By starting with strategy, setting proper measurements, and staying true to what makes your business unique, you can compete effectively regardless of your size or budget.

The businesses that plan and prepare during good times are the ones that survive when things get tough. Don’t wait for famine to think about your marketing strategy.

This article and podcast is proudly brought to you by Gilligan Sheppard, the problem solvers in business who believe in thinking differently.