You know that Sunday night feeling?
When you're staring at your content calendar for the week ahead, realizing you don't know what to post, no clear direction, and you're just… hoping something sticks?
Or worse: when you launch something new, cross your fingers, and wonder why it didn't convert the way you expected?
If you've been winging your marketing efforts, you're not alone.
Most product or service solopreneurs I work with have tried everything: social media strategies, email sequences, funnels, webinars, freebies. They've consumed every marketing course, followed every expert, and implemented every tactic they could squeeze into their already-packed schedule.
And yet, it still feels like guessing.
Because here's the truth: Tactics without strategy is just expensive guessing.
Why "Winging It" Stops Working: No Marketing Goals
In the early days of your business, winging it might have worked. You hustled, tried everything, threw spaghetti at the wall, and some of it stuck.
But now? You're 5, 7, maybe 10 years in. You've built something real. You have clients, a reputation, expertise that's undeniable.
And winging it is exhausting.
You're working harder than ever, but growth feels slow. You're not sure what's actually working, so you keep doing everything—just in case.
Here's what happens when you wing your marketing:
- You waste time on tactics that don't move the needle. Because you're not sure which ones matter most, so you try them all.
- You second-guess yourself constantly. Was it the headline? The offer? The timing? You're never quite sure what went wrong (or right).
- You burn out. Because without a plan, every week feels like starting from scratch.
- You miss opportunities. Because you're reacting instead of planning strategically.
Sound familiar?
Here's the good news: You don't have to keep guessing.
What an Effective Marketing Plan Does
A marketing plan isn't a 50-page document you write once and never look at again.
It's not some corporate strategy deck that takes six months to build.
A real marketing plan is a roadmap. It tells you:
- Where you're going
- What are you actually trying to achieve?
- Revenue goal?
- More leads?
- Brand visibility?
- Who you're talking to
- Who's your ideal client?
- What do they need to hear from you?
- What you're saying
- What's your core message?
- How does it differentiate you from everyone else?
- How you're showing up
- Which channels matter most for your business (not everyone else's)?
- What success looks like
- How do you know if it's working?
- What are you tracking?
When you have a plan, marketing stops feeling like chaos.
You know what to do next. You know what to say yes to (and what to ignore). You can finally stop second-guessing every post, every email, every offer.
You stop winging it. And you start seeing results.
The Difference Between Marketing Strategies and Tactics
Most marketing advice focuses on tactics:
- "Post 3x per week on Instagram!"
- "Launch a webinar funnel!"
- "Start a podcast!"
- "Try Facebook ads!"
And sure, those can all work. But only if they're part of a strategic plan.
Here's an example:
Let's say you decide to start posting on Instagram 3x per week because some guru said it's the key to growth.
You show up consistently.
You create content.
You engage with comments.
But after three months… nothing. No new leads. No sales. Just exhausted.
Why?
Because you didn't ask the strategic questions first:
- Is your ideal client even on Instagram, or are they on LinkedIn?
- Are you talking about what you want to say, or what they need to hear?
- Is your content designed to build awareness, nurture trust, or drive conversions? (You need all three, but at different stages.)
- Do you have a clear path from Instagram post → lead magnet → email sequence → offer?
Tactics without strategy = spinning your wheels.
Strategy + the right tactics = growth.
What If You Could Stop Guessing?
Imagine this:
You sit down on Monday morning with your coffee, open your marketing plan, and know exactly what you're working on this week.
You're not scrambling for content ideas.
You're not wondering if you should be doing more.
You're not second-guessing your messaging.
You have clarity. You have focus. And most importantly, you have a plan that's working.
Here's what that looks like in practice:
- You know your Q4 revenue goal, and you know exactly which offers and campaigns will get you there
- You have a content strategy that aligns with your business goals (not just random posts
- You're tracking what's working, so you can double down on what drives results
- You're saying no to distractions because you know what works
- You're building momentum instead of starting from scratch every week
That's what a strategic marketing plan gives you.
Your Marketing Plan Template (Without Overwhelm)
If you're thinking, "Okay, I get it. I need a plan. But where do I even start?"
Here's a simple framework you can use:
Step 1: Get Clear on Your Goals
What are you actually trying to achieve in the next 90 days? Be specific.
- Revenue goal? ($10K month? $50K quarter?)
- Lead generation goal? (100 new email subscribers? 20 sales calls booked?)
- Visibility goal? (Speaking gig? Podcast guest spots? Media feature?)
Pick 1-2 goals max. Focus is everything.
Step 2: Know Who You're Talking To
Who's your ideal client, and what's their biggest struggle right now?
Get specific. "Women entrepreneurs" isn't specific enough. "Women coaches 5-10 years in business who've tried everything and are exhausted by inconsistent results" is specific.
Step 3: Define Your Core Message
What do you want to be known for? What's the one thing people should understand about you and your work?
This becomes the foundation for all your content, emails, and offers.
Step 4: Choose Your Marketing Channels
You don't need to be everywhere. Pick 2-3 channels where your ideal clients actually hang out, and go deep.
For most solopreneurs, that's: Email + 1-2 social platforms (LinkedIn, Instagram, Facebook) + your website/blog.
Step 5: Map Your Content
What are you saying, and when? Create a simple content calendar that supports your goals.
- Awareness content: Blog posts, social posts, SEO-focused content that attracts new people
- Nurture content: Email sequences, case studies, thought leadership that builds trust
- Conversion content: Sales emails, webinars, calls-to-action that drive revenue
Step 6: Track What's Working
Pick 3-5 metrics that actually matter (not vanity metrics). Website traffic? Email open rates? Sales calls booked? Revenue?
Review monthly. Adjust as needed.
That's it. That's the plan.
It doesn't have to be complicated. It just has to be strategic.
Stop Winging It. Start Building.
If you've been guessing your way through marketing, I get it. You're busy. You're overwhelmed. And honestly? No one ever taught you how to build a strategic marketing plan.
But here's the truth: You can't scale what you're winging.
If you want consistent growth, you need a plan. Not a rigid corporate strategy deck, a real, actionable roadmap that tells you what to focus on and what to let go.
The good news? You don't have to figure it out alone.
Get Your Strategic Marketing Roadmap (Free)
I created a free resource to help you stop guessing and start building: Your Strategic Marketing Roadmap.
It's a step-by-step guide to creating a simple, actionable marketing plan that works for your business (without the overwhelm).
No more "just post consistently" advice. No more tactics built for people with teams and endless time. Just honest guidance for building a business while managing real life.
Download Your Free Strategic Marketing Roadmap →
Or Get Ongoing Support to Actually Implement It
Here's what I know from working with dozens of solopreneurs: The plan is the easy part. Implementation is where people get stuck.
That's why most of my clients start with the roadmap, then join the Strategic Marketing Membership for ongoing guidance, accountability, and support.
Inside the Membership, you get:
- Monthly live training on marketing strategy, content planning, and systems optimization
- Live Q&A sessions where you can get personalized feedback on your plan
- Co-working sessions for focused implementation time
- Resource library with templates, guides, and training
- Private community of women who actually get it
Because a plan without support is just a pretty PDF sitting in your downloads folder.
If you're ready to stop winging it and start building a marketing strategy that works, learn more about the Membership here →.
You've Got This. Let's Write a Marketing Plan.
You didn't get this far by winging it forever.
You built a real business.
You have expertise, a reputation, clients who love your work.
Now it's time to bring that same level of intention to your marketing.
Stop guessing. Stop exhausting yourself. Stop wondering why nothing's working.
Build a plan. Get support. Grow strategically.
Your business deserves it. And so do you.
Ready to stop winging it?
Download Your Free Strategic Marketing Roadmap →