Many entrepreneurs make the same mistake when starting a business—they focus on building their product or service first and think about marketing later. By the time they realize they need leads and sales, they’ve already invested time and money without a clear plan to attract customers.

This is a pattern I see with over 60% of my clients. They come to me after launching, asking for help with digital marketing, but they haven’t researched their competition, defined their audience, or planned how to reach potential customers.

If you’re thinking about launching a business, here’s why your marketing strategy should come first.

Why Marketing Should Be a Priority Before You Launch

A great business idea isn’t enough. Without a clear marketing strategy, you might struggle to:

  • Stand out from competitors – If you don’t study the market, how will you position yourself differently?
  • Identify your ideal customers – Who is your target audience, and what problems do you solve for them?
  • Choose the right marketing channels – Should you focus on SEO, paid ads, social media, or partnerships?
  • Build brand awareness – If no one knows you exist, how will they buy from you?

Too often, business owners assume that marketing can be figured out after they launch. But this approach leads to wasted resources and slow growth.

The Risks of Launching Without a Marketing Plan

By skipping marketing strategy, entrepreneurs set themselves up for:

1. Wasted Money

Many invest in infrastructure, inventory, and office space before validating if there’s enough demand. Later, they realize they need a different approach, but much of their budget is already spent.

2. Slow Growth

Without a plan to attract customers from day one, businesses experience a slow start. It takes time to build visibility and trust—something that should begin before launching, not after.

3. Marketing That Feels Like an Afterthought

When marketing isn’t part of the initial plan, it often gets rushed. Businesses end up relying on trial and error rather than a focused strategy. This leads to inconsistent branding, messaging, and poor results.

What You Should Do Instead

To set up your business for success, focus on these key marketing steps before launching:

1. Conduct Market Research

Understand the competition, industry trends, and customer demand. Identify gaps in the market and how your business can stand out.

2. Define Your Unique Selling Proposition (USP)

What makes your product or service different? Why should customers choose you over others? Your USP should be clear in all your marketing efforts.

3. Build a Marketing Funnel

Map out how potential customers will find you, engage with your brand, and convert into paying clients. This will help you determine which marketing channels to prioritize.

4. Test Before You Invest

Run small, targeted marketing campaigns to validate demand before making large investments. This can include Google Ads, social media ads, or content marketing to gauge interest.

Final Thoughts

A marketing strategy isn’t just a tool to promote your business—it’s the foundation of your success. If you plan your marketing before launching, you’ll have a clear roadmap to attract customers, generate leads, and grow sustainably.

If you’re thinking of launching a business and need help with your marketing strategy, let’s talk. A well-planned approach can save you time, money, and frustration.

Click here to book a free consultation

And if you want to DIY, then I found this video quite nice if you want to try out creating a marketing plan