Marketing Strategies with Rita Barry

Marketing often gets a bad reputation as something complicated, ambiguous, or even downright frustrating. Many business owners, especially first-time entrepreneurs, find themselves lost in the sea of marketing tactics, hoping to find the secret formula to success. In this blog podcast, Brittni and Rita Barry, the owner of the digital marketing agency Rita Barry & Co., break down why focusing on strategy, rather than just tactics, is key to a thriving business.

Understanding the Difference: Strategy vs. Tactics

Many entrepreneurs jump into marketing by focusing on tactics rather than strategy. They hear about trending methods—Instagram reels, TikTok videos, webinars—and assume that implementing these will automatically bring success. But marketing isn’t just about tactics; it’s about creating a strategy that aligns with business goals.

A tactic is a specific action you take—such as posting daily on social media or creating a webinar funnel. Strategy, on the other hand, is the big-picture plan that dictates why and how you use these tactics. A well-crafted marketing strategy ensures that every action you take is purposeful and measurable.

Common Marketing Mistakes Entrepreneurs Make

1. Jumping on Trends Without a Plan

Many entrepreneurs see others succeeding with a certain approach and assume it will work for them too. However, what works for a major influencer with a massive following and a large advertising budget may not work for a small business just starting out. Blindly adopting tactics without understanding their purpose often leads to wasted time and resources.

2. Lack of Clear Goals and Metrics

It’s easy to get caught up in social media posting without knowing if it’s actually driving business growth. A common mistake is assuming that likes, shares, and follows directly translate to sales. In reality, successful marketing requires clear objectives and a way to track progress—whether that’s through website traffic, lead conversion rates, or revenue growth.

3. Ignoring the Importance of Messaging

Marketing is not just about showing up—it’s about communicating the right message to the right audience. Many businesses struggle with vague or broad messaging that fails to resonate with their ideal customers. The more specific and tailored your messaging, the more effective it will be.

4. Failing to Drive Traffic Strategically

Having a great offer, course, or lead magnet is only half the battle. The real challenge is getting people to see it. Many entrepreneurs assume that simply posting on social media will generate enough traffic, but in reality, most successful businesses rely on multiple sources of traffic, including paid advertising, search engine optimization (SEO), and partnerships.

How to Build a Marketing Strategy That Works

1. Start with Your Business Goals

Before deciding on tactics, clarify what you want to achieve. Are you looking to increase sales by 20%? Generate 1,000 new leads? Expand your email list? Identifying your goals will help you determine which marketing methods will be most effective.

2. Choose the Right Traffic Source

Instead of relying solely on organic social media, successful entrepreneurs diversify their traffic sources. Some effective strategies include:

• Lead Magnets: Freebies like eBooks, checklists, or templates that attract potential customers.

• Low-Cost Front-End Products: Self-liquidating offers like $4.99 digital guides or $27 mini-courses to generate leads.

• Paid Ads: Facebook, Google, and YouTube ads allow for rapid testing and scaling.

• SEO and Content Marketing: Blog posts and YouTube videos that drive long-term organic traffic.

• Partnerships and Collaborations: Guest blogging, podcast interviews, and joint ventures that expand reach.

3. Test and Optimize

One of the biggest secrets behind successful marketing is constant testing. Large brands and influencers run multiple versions of ads, landing pages, and emails to see what works best. Even without a huge budget, small businesses can test messaging through:

• Running low-cost Facebook ads to see what resonates with their audience.

• Tracking email subject lines and click-through rates.

• Using analytics to see which social media posts drive the most engagement and conversions.

4. Create a Multi-Funnel Approach

Many successful businesses don’t rely on just one funnel or sales path. Instead, they use multiple entry points to lead customers to their main offer. For example, a coaching business might have:

• A free webinar funnel.

• A book funnel offering a low-cost introductory product.

• A high-ticket coaching funnel targeting premium clients.

By diversifying traffic sources and optimizing conversion points, businesses can create a more sustainable marketing system.

Marketing Success Takes Strategy, Not Just Hustle

Marketing doesn’t have to be overwhelming, but it does require intentional planning. Instead of chasing the latest trends or randomly posting on social media, take a step back and create a strategy that aligns with your business goals. Whether through lead magnets, paid advertising, or high-converting funnels, the key is to focus on what works for your business and scale from there.

Want to Assess Your Marketing Strategy?

If you’re unsure about where your marketing stands, check out the Marketing Quiz at marketingquiz.co. This free assessment helps business owners identify strengths and opportunities for improvement, making it easier to create a data-driven strategy.