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How to Build a Marketing Strategy

  • Writer: ELEVA Marketing Ltée
    ELEVA Marketing Ltée
  • Mar 31
  • 2 min read


Creating an effective marketing strategy is not just about posting on social media or launching a Google Ads campaign. It's above all a structured approach focused on measurable objectives.


Every action must fit into a broader vision, supported by well-chosen tactics and repeatable processes.


In this article, we’ll explore the strategic dimension of marketing, and explain how experienced marketing managers turn strategy into semi-automated systems to ensure performance, consistency, and scalability.



1. Theoretical Foundations of a Marketing Strategy


1.1 The SOSTAC Model

One of the most widely used frameworks for structuring a marketing strategy is the SOSTAC model:

  • Situation (market analysis, competition, internal data)

  • Objectives (SMART: Specific, Measurable, Achievable, Realistic, Time-bound)

  • Strategy (overall orientation)

  • Tactics (tools and channels used)

  • Action (implementation)

  • Control (KPIs, dashboards)


1.2 Positioning and Segmentation

Before thinking tactics, answer these questions:

  • Who is my target audience?

  • What is my unique value proposition?

  • What is my competitive advantage?


Segmentation (demographic, behavioral, psychographic) allows for effective targeting, while positioning ensures differentiation.



2. From Strategy to Tactics: Creating a Cohesive Ecosystem


A good marketing strategy is worthless without coherent execution. Every tactic must support the overall goal and be integrated into a structured process.


2.1 Common Tactics Examples

  • SEO & Content Marketing: improve organic visibility

  • Advertising (Meta, Google): generate qualified traffic

  • Influencer Marketing: build brand awareness and credibility

  • Organic Social Media: create a community

  • Email Marketing: retention and nurturing

  • Lead Generation & Funnels: conversion


Each tactic can be designed as a funnel or a loop, depending on your needs.



3. Industrializing the Strategy: Processes & Automation


Top marketing managers don’t treat each campaign as a one-off project: they implement semi-automated systems to ensure smooth execution of recurring actions.


3.1 Example: SEO & Content

Objective: Generate targeted organic traffic Sub-tactics:

  • Keyword research (monthly)

  • SEO article creation (editorial calendar)

  • Publishing via CMS (auto-scheduled)

  • Tracking via Google Search Console and Analytics


3.2 Example: Meta Ads

Objective: Generate leads or e-commerce sales Sub-tactics:

  • Visual creation using Canva or Figma

  • Audience variations (A/B testing)

  • Scheduling via Meta Business Suite

  • ROAS analysis with automated dashboards


3.3 Example: Email Marketing

Objective: Retention or conversion Sub-tactics:

  • Automated segmentation (user behavior)

  • Automated sequences (Mailchimp, ActiveCampaign)

  • A/B testing for subject lines and content

  • Performance tracking (opens, clicks, conversions)



4. Continuous Monitoring and Optimization

No strategy is sustainable without tracking. High-performing managers use real-time dashboards to measure the impact of every tactic.


Recommended Tools

  • Google Looker Studio: centralize KPIs

  • Notion or ClickUp: action planning

  • CRM (HubSpot, Pipedrive): customer relationship tracking


They run weekly or monthly reviews and adapt tactics based on the observed results (A/B testing, ROI, conversion rate).



Building a strong marketing strategy means thinking in systems. From strategic vision to operational sub-tactics, everything must be connected, measurable, and partially automated.


Treating every channel as part of a larger ecosystem increases efficiency and results.


Need help structuring your marketing strategy?Contact ELEVA and get a custom full-funnel plan with semi-automated processes and measurable results.


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