Marketing Strategy – How to Define your Vision, Purpose, Unique Selling Points & Target Audience

Updated: Jun 11


It is important that all businesses have their own, clear and concise, marketing strategy. One that is it not only visionary and drives your business in the right direction, but also considers how it will stand out from its competition, make profits and deliver customer value.


Clear Goal Marketing explains how to go about defining things like your business’s vision, unique selling points (USPs) and target audiences, easily but effectively.

Purpose & Strengths

Investigating our key business purpose and strengths are a great way of finding out what our “USPs” or Unique Selling Points are.  These are the things that our business does well, or better than its competitors, and considers what generates the most profits.


Think about the following questions and create a list:

  • What are your business’s key strengths?

  • What is your business known for in your sector?

  • What drives your profits?

  • What is your business passionate about?

  • Who is your preferred customer or client? (See below)

Target Audience

This is about identifying potential purchasers of your product or service.  Ask yourself the following questions and make as many notes as you can: 

Who is your target audience? 

Think about creating a client AVATAR – it can be fun to draw a picture of your ideal client to pinpoint EXACTLY who you intend to target. 


With a precise person in mind your marketing is more likely to resonate with your target.  Try to avoid the pitfall of marketing to everybody and attracting nobody. 

  • Age, sex, location, type of business?

  • What do you know about your target audience?


Who would you prefer and enjoy to work with?

Value, Joy & Profit 

Take your list and give them marks out of 5, 1 being low, 5 being high for Joy, Value and Profit.

JOY – enjoyment rating, how much you like doing this task? 1-5

VALUE – how good are you at this task, competence level? 1-5

PROFIT – how much can money can you make out of this skill? 1-5

The purposes and strengths with the highest scores should, in theory, be the skills or tasks you enjoy the most, have high competence in, and have the most business or profit-making potential.  

Once you have defined your Purpose, Strengths, Unique Selling Points and Target Audience the next stage is Strategic Marketing Planning - Market Research and Turning Pains into Gains – read more here

Clear Goal Marketing offers marketing management services to small to medium-sized businesses, read more about the services we offer here – Clear Goal Marketing’s services page

Related Blogs

Creating a marketing strategy for your business

Strategic Marketing Planning:  Market Research and Turning Pains into Gains

Marketing Strategy & Tactical Planning:  Differentiation & Key Marketing Tools

Marketing Messaging:  Defining Customer Needs, Key Messages & Call to Actions

​Effective Marketing Planning: Implementation & Results


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