The one question every small business owner asks
After more than two decades of supporting women in business, the question we hear most often is not about tax, websites or funding. It is this: Where do I find people who would want to pay me for my product or service? The answer is almost always the same: write a marketing strategy. Not a glossy corporate document, but a clear, practical plan that explains who you serve, what you offer, and how you will reach the right people.
Why you should write a marketing strategy
A marketing strategy forces you to move from “I hope someone buys this” to “I know exactly who needs this and where to find them.” It connects your business mission to the daily actions that generate income. With around 5.6 million private sector businesses in the UK, according to the Department for Business and Trade’s Business Population Estimates for 2024, a vague approach to finding customers is no longer enough. A strategy gives you focus.
For a small business, a written plan usually means fewer wasted hours, clearer messaging and a steadier pipeline of enquiries. Women-led businesses already contribute an estimated £85 billion to the UK economy each year, according to the 2024 update to the Alison Rose Review of Female Entrepreneurship. A written strategy helps you claim your share of that opportunity without guessing.
Marketing spend in the UK continues to shift towards digital channels. The Advertising Association and WARC reported that UK advertising spend reached £36.6 billion in 2024, with online advertising taking the largest share. For a small business, this does not mean you need a six-figure budget. It means your customers are already searching, scrolling and comparing online, so your strategy needs to meet them where they are.
It is not just for big business
Marketing strategies are as relevant to a woman selling handmade hats online or running a consultancy from her kitchen table as they are to global brands. You do not need a marketing department, a big budget or a business degree. You need a few quiet hours, honest answers about your business, and a willingness to test and refine your ideas.
Small and medium-sized enterprises make up 99.9% of the UK business population, GOV.UK figures from 2024 show. Most of those businesses operate with fewer than ten employees. A marketing strategy is not about matching corporate campaigns. It is about working out where your best customers are and how to speak to them directly. Our Women in Business: Key UK Facts page sets out the scale of that opportunity.
Your strategy can be simple and private
Your strategy is a working document. External factors change: new competitors appear, customer habits shift, and platforms update their algorithms. A good marketer treats the strategy as a living guide, not a one-off essay. Do not pressure yourself to write the perfect plan on the first attempt. Nobody else needs to read it unless you want them to. If you do want feedback, choose someone you trust, such as a business mentor, coach or a peer from a local enterprise group. There are also free and low-cost resources online.
How a strategy changes your daily decisions
- It aligns your daily actions with the bigger picture. When you know what you are working towards, the tasks you choose each day stop being random and start supporting your goals.
- It improves how you prioritise your time. You can spot busywork and redirect your energy towards activities that bring in customers.
- It makes spending decisions easier. When you know which channels reach your ideal customer, you stop paying for advertising that does not convert.
There is real satisfaction in knowing your efforts count. A strategy also helps you notice when you go off track. For many women founders, time is split between business, caring responsibilities and other commitments, so clarity matters even more. Instead of ending the week wondering what you actually achieved, you can point to progress against clear objectives. Networking becomes more efficient too. You will know what you need right now, be able to describe it succinctly, and connect with the right people rather than collecting business cards from anyone in the room. That focus reduces the anxiety many people feel at networking events and builds relationships based on mutual support.
What to include in your first marketing strategy
The following elements are enough to get most women-led small businesses started.
- Business mission and objectives. What does your business stand for, and what do you want to achieve in the next 12 months?
- Market research. Use a mix of primary research (talking to potential customers) and secondary research (industry reports, Office for National Statistics data, trade press).
- Customer segmentation. Describe your ideal customer: demographics, needs, behaviours, and where they spend time online and offline.
- Competitor analysis. Who else serves this market? What do they do well, and where are the gaps?
- SWOT analysis. Identify your strengths, weaknesses, opportunities and threats.
- Marketing mix. Decide your product or service offer, pricing, promotional channels, and how customers will buy from you. Today that usually includes a mix of website, email, social media, local search and strategic partnerships. Our guide to growing your business presence online covers the digital elements in detail.
- Budget and metrics. Set a realistic budget and choose a few key performance indicators, such as website enquiries, email sign-ups or conversion rates.
UK resources to help you research and write your strategy
In the UK, there are plenty of places to find reliable help. The British Library’s Business & IP Centres offer free access to market research databases and expert advice. Your local Growth Hub or chamber of commerce can point you towards training and mentoring. The Federation of Small Businesses and GOV.UK publish practical guidance on planning and reaching customers. You can also explore our free digital support for women in business for practical next steps.
Make a start today
If you want to know where to find people who will pay you for what you do, the first step is to write a marketing strategy. Keep it simple, keep it current, and use it every week. A good strategy will not win customers on its own, but it will show you exactly where to look.
