For many business owners, marketing can feel like an expensive guessing game. You try a few Instagram ads here, hire a social media manager there, maybe even invest in a new email platform or website — and yet, something still doesn’t click.
According to Marketing & Brand Strategist Kyllie Knight, the problem isn’t a lack of effort — it’s a lack of cohesion. “Most founders come to me feeling like they’ve tried everything,” she explains. “But in reality, they’ve been sold slices of marketing without a whole strategy to bring it all together.” Here, Kyllie shares five essential tips every business owner should follow to create a marketing strategy that’s not just reactive — but holistic, scalable, and aligned with their brand’s long-term vision.
Stop looking for the next quick fix
It’s tempting to think the next ad campaign or social media manager will be the turning point — but jumping from one tactic to the next rarely builds momentum.
“Before you invest in another isolated tactic, step back and ask: how does this fit into my greater business goals?” says Kyllie. “Without that alignment, even the most beautifully executed campaigns will fall flat.” Start with strategy, not tools. Get clear on what success looks like — then build toward it with intention.
Anchor your marketing in a clear brand message
One of the biggest disconnects Kyllie sees is between a founder’s vision and the way it’s communicated online. “Your brand message should act as a north star — guiding your content, your copy, and your customer journey,” she explains. “If you can’t articulate your value clearly, your audience won’t get it either.”
Founders who skip this step often feel like their marketing doesn’t “sound like them” or fails to connect with the right audience. The fix? Develop a brand voice and message that’s consistent, emotionally resonant, and true to the product experience.
Map the entire customer journey — Not just the top of funnel
Many lifestyle brands pour their energy into generating awareness — through influencers, Instagram Reels, or PR — but fail to nurture or convert those new eyeballs. “A strong marketing strategy considers every stage of the customer journey — from first touchpoint to repeat purchase,” says Kyllie. “It’s not just about getting attention but building a relationship.” This means mapping content, emails, and customer support strategies that create trust and loyalty long after the initial click.
Know what to measure — and why?
Feeling unsure about where to spend money often comes down to unclear metrics. Vanity stats like follower count or likes may feel encouraging, but they rarely translate to revenue on their own.
“If you don’t know what success looks like, how can you grow it?” asks Kyllie. “You need metrics that actually reflect your goals — whether that’s customer lifetime value, conversion rates, or average order size.” Tracking the right data not only improves decision-making, but also helps business owners feel confident delegating or outsourcing when the time is right.
Create a strategy you can own — Then delegate
The dream is to grow a team and get out of the marketing weeds — but many founders find themselves micromanaging because they don’t trust that others “get it.”“That’s usually because the strategy still lives in the founder’s head,” says Kyllie. “You can’t delegate well if there’s no clarity to share.” A holistic strategy acts as a blueprint: it allows you to brief freelancers, onboard team members, and ensure every campaign stays on-brand — even when you’re not involved in every decision.
For Kyllie, marketing isn’t about doing more — it’s about doing what matters, in the right order, with the right structure. For lifestyle brands especially, where emotional connection is everything, strategy isn’t optional. It’s what turns a good product into a loved brand. “You don’t need to be a marketing expert to lead a great marketing strategy,” says Kyllie. “You just need the right foundation — and someone to help you build it.”
Kyllie Knight is the owner of a successful digital marketing agency and a brand and marketing strategist who helps business owners of lifestyle brands, create holistic marketing strategies that drive growth without chaos. Through her 1:1 Signature Marketing Clarity Program she empowers founders to take back control of their brand, their message, and their marketing future.
