Have a business or product you want to advertise more effectively, but don't know where to start?

Will Forte looks panicked and says,

Make your own marketing strategy by finding your target audience and goals, developing a unique value proposition, and choosing the proper marketing channels, like social media.

Step 1: Find Your Target Audience & Set Your Goals 🎯

Know Your Audience

Think of your ad like sending a text. You wouldn’t text everyone in your contacts, right? You’d send it to someone who cares.

Adam Sandler points at himself curiously. Your target audience is that “someone.” They’re the people who actually need, want, or are curious about your offering.

Quick Tip👇

Ask yourself:

  • Who would use or love my product/service?

  • What age group or interest fits best?

  • Where do they hang out online?

Example

Let’s say you’re promoting a local sneaker brand. Your audience might be:

  • Teens who love streetwear

  • Sneaker collectors

  • Young adults looking for affordable but stylish kicks

Define Your Goal

Your goal gives direction. Are you trying to:

  • Get more followers?

  • Drive traffic to your website?

  • Increase sales?

Be specific! “Sell 20 pairs of sneakers this month” is better than “get more sales.” 🎯

Scenario Quiz 1: Finding Your Audience & Goals 🧠

Scenario: You’re starting a small online store selling handmade friendship bracelets. You want more people to check out your Instagram shop.

Question: Which of the audience members matches the following goal: "Grow Instagram followers by 15% this month"?

A. Parents

B. Teens and college students

C. Corporate executives

D. General public

Quiz

Which option is the best?

Step 2: Develop Your Unique Value Proposition (UVP) 💡

A unique value proposition (UVP) is what makes you stand out — it’s the “Why you?” message that tells people why your product or service is worth their attention.

Jess Goldblum, dressed in a stylish black suit, shrugs his shoulders in thought.

Your UVP answers:

Why should someone choose you over everyone else?

It’s what's specialabout your product or service. It tells your target audience why they should care about what you're offering.

Example

If your sneakers are made from recycled materials, your UVP might be:

Sneakers that look good and do good — made 100% from recycled materials.

Keep it short, honest, and memorable. And avoid buzzwords! Speak like a human, not a robot.

Step 3: Choose the Right Marketing Channels 📱

A person holding a phone. A rocket and several social media icons emerge from the phone. The text reads: Now comes the fun part — where do you share your message?

You wouldn’t advertise your teen fashion brand in a newspaper, right? You’d go where your audience already is.

Examples

  • Snapchat or TikTok→ great for short, catchy videos 👻

  • Instagram → perfect for visuals and stories 📸

  • Discord or Reddit → great for niche communities 💬

  • Etsy, Shopify, or Depop → if you’re selling products 🛍️

Pro Tip 👇

Each platform has its vibe. TikTok loves authenticity and humor. Instagram loves aesthetics. Match your ad style to the platform.

Scenario Quiz 2: Applying the Whole Strategy 🧠

Scenario: You’re launching a new smoothie brand made with local fruit. You want to grow awareness among young adults who care about health and sustainability.

Question: Which marketing channel fits best?

A. Print flyers around town

B. Newspaper ads

C. LinkedIn posts

D. TikTok videos & Instagram reels

Quiz

Which is the best option?

Putting It All Together: Developing a Marketing Strategy 🧭

So how do these steps turn into a strategy? Think of a marketing strategy like your map. It’s the roadmap showing how you’ll reach your goals. Here’s what a simple strategy might look like:

Example: Local Sneaker Brand Strategy

A table that shows the steps, what you'll do, and why it matters to effectively advertise (audio description below). To hear an audio explanation of the above chart, click the play button on the audio plaer below:

Notice how everything connects? 💡 Your strategy is just all your smart choices — audience, UVP, channel, content — working together toward one clear goal.

When you’re done, ask yourself:

  • Is my message clear and consistent?

  • Does every part of my plan connect back to my main goal?

If yes — you’ve got yourself a strategy!

Helpful Resources 🔗

A scientist holds up a bottle of green liquid and says, These steps were a way to get the ball rolling for you. Below you'll find some other resources you'll be able to look into as you work on effectively advertising your product or business:

Take Action

Here's the checklist broken down for you as you begin your process:

License:

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