Ah, the sweet scent of success. It’s what every candle brand owner dreams of. But in a deeply competitive industry where passion and creativity are abundant, translating that energy into a lucrative business demands a well-thought-out and executed marketing strategy.
Don’t worry, we’re not going to bombard you with complex information about algorithms or jargon-filled PowerPoints. We are going to show you how to create a marketing strategy from scratch, breaking it all down into simple steps and sprinkling in some extra insights specific to the candle trade.
If you’re looking for candle business tips specifically for the early stages of your venture, read on.
What is a marketing strategy?
In essence, a marketing strategy is your brand's roadmap to success. It's the overarching plan that outlines how you'll connect with your ideal customers, communicate your unique value and hit your business goals. It’s the blueprint that guides your every marketing move, ensuring each action is intentional and impactful.
The difference between a marketing strategy and a marketing plan
Let’s just clear a few things up. Your marketing strategy is different from your marketing plan. According to Semrush, here is how they can be distinguished:
- Marketing strategy definition: The big-picture vision for how you’ll achieve your business’s goals. It sets the stage for how you’ll position your brand, who you’ll target and the brand values you’ll uphold.
- Marketing plan definition: The step-by-step details outlining how you’ll bring your marketing strategy to life. It focuses on specific processes, tools and tactics needed to reach your business goals.
Why is a marketing strategy important?
When it comes to the fast-paced business world, your marketing strategy is your survival kit. Without it, you're essentially wandering in the dark, hoping to stumble upon customers by chance. A well-defined strategy lights the way, making sure every step you take is purposeful and effective.
According to HubSpot, here’s why:
Provides direction
A marketing strategy outlines the route to your goals so that every marketing activity—from social media posts to email campaigns—works in harmony. No more wasted effort on tactics that lead nowhere.
Targets the right audience
You wouldn't promote high-end, expensive scented candles on a bargain-hunting website, would you? A strategy helps you pinpoint your ideal customers so you can tailor your message and reach them wherever they scroll or shop. Spark genuine connections, don’t shout into the void.
Builds brand identity
In an extremely competitive industry, what makes your candle brand special? Your strategy helps you establish a unique and memorable brand identity that resonates with your target audience. Move beyond just selling a product, leverage your brand to “sell” a lifestyle that people aspire to be a part of.
Maximises ROI
Marketing isn't about throwing money at every shiny new trend. A strategy means your budget is spent wisely, focusing on tactics that deliver tangible results.
Evaluates performance
"Gut feelings" won't cut it in the data-driven realm of marketing. A strategy allows you to track and measure your efforts, turning insights into actionable improvements. It involves learning, adapting and constantly refining your approach to stay ahead of the curve.
How to create a marketing strategy from scratch
While the following steps outline a general approach to building a marketing strategy, we'll also share some tailored tips specifically for candle business owners to illustrate what your strategy may look like.
Step 1: Conduct market research
Gather intel on your industry and competitors. Bring yourself up to speed with the latest trends: What scents are people loving at the moment? What types of candles are flying off the shelves? Identify your key competitors: What are they doing well? Where are they falling short? This information will help you position your brand strategically and carve out your own unique niche.
Here are some tools to help you gather this intel:
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Social media listening: Monitor conversations and hashtags related to candles and home fragrances on platforms like Instagram, Pinterest and TikTok to uncover emerging trends and consumer sentiment.
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Online surveys: Use tools like SurveyMonkey or Typeform to directly ask your target audience about their preferences, pain points and buying habits.
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Google trends: See what candle-related search terms are trending and gain insights into seasonal fluctuations in demand. Tools like Semrush can help you obtain this data.
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Industry reports and publications: Stay informed about market forecasts, consumer behaviour and emerging trends through industry-specific resources.
- Competitor analysis: Visit competitor websites and social media pages to analyse their product offerings, pricing, branding and marketing strategies. More on this below!
Remember, knowledge is power. The more you understand the landscape, the better equipped you'll be to tailor your marketing efforts and make a lasting impression. If you’re looking for more depth on how to carry out your market research, you may find this HubSpot article useful.
Step 2: Set S.M.A.R.T goals
Setting goals is like lighting a candle in a dark room—it provides focus and clarity, and let’s face it, it helps you keep calm. Without them, your marketing efforts can feel scattered and directionless. Not just any goal will do. S.M.A.R.T goals help you turn ambition into achievement.
Step 3: Define your target audience
Trying to appeal to everyone is a recipe for diluted messaging and wasted resources. It's like trying to be a jack-of-all-trades—you end up mastering none.
Defining your target audience is about identifying the people who are most likely to fall head over heels for your brand. It's about understanding their demographics, interests, pain points and online habits. Creating buyer personas—fictional representations of your ideal customers—can help you paint a vivid picture of who you're trying to reach. Think of it as a detailed character sketch for your marketing efforts.
Here is a template and example to help with the creation of your buyer personas:
Eco-Chic Emily
Demographics
Age: 35
Location: Urban area
Occupation: Customer Service Manager
Income: £35,000.00 per annum
Interests and values
- Sustainability and eco-consciousness
- Home décor and interior design
- Wellness and self-care
- Minimalist aesthetics
- Supporting small businesses
Pain points
- Concerns about the environmental impact of traditional candles
- Difficulty finding candles with unique, sophisticated scents
- Desire for candles that complement their modern home décor
Online behaviour
- Active on Instagram and Pinterest, seeking inspiration and discovering new brands
- Follows eco-friendly influencers and home décor accounts
- Values authenticity and transparency from brands
How to reach them
- Highlight your brand's commitment to sustainability and ethical sourcing.
- Showcase your unique scents and stylish designs through visually appealing content.
- Partner with eco-conscious influencers or home décor bloggers.
- Use targeted ads on social media platforms like Instagram and Pinterest.
Remember, your target audience might include several different personas. In creating detailed profiles for each one, you'll be able to tailor your marketing efforts to resonate with their specific needs and desires.
Pro tip: Don't be afraid to get specific with your buyer personas. The more detailed they are, the more effective your marketing will be.
Step 4: Conduct competitor analysis
Competitor analysis is like a friendly game of chess, but with scented candles instead of pawns. It involves scoping out your opponents' moves to understand their strengths, weaknesses and overall game plan.
Now, we're not suggesting you go head-to-head with the industry titans like Jo Malone or Yankee Candle just yet. Instead, focus on those playing in your league: local businesses, online shops with a similar vibe or even that crafty neighbour selling candles at the farmers' market.
Visit their websites, stalk their social media and even (gasp!) buy a candle or two. What scents are they pushing? How are they packaging their products? What's their brand voice like—do they share stories that make you laugh out loud? Or does their content get you daydreaming of a luxury lifestyle? Feel free to refer to this checklist during your competitor analysis research:
- Product offerings: What types of candles do they sell? What are their unique selling points?
- Pricing: How do their prices compare to yours? Are they offering discounts or promotions?
- Branding: What is their brand voice and visual identity? What emotions do they evoke?
- Marketing tactics: What channels are they using? What type of content are they creating? How are they engaging with their audience?
And before you ask, this isn't about copying, it's about learning. Understanding your competition allows you to spot gaps in the market, fine-tune your messaging and offer something truly unique that'll make your customers say, "Ooh, I need that candle in my life".
Step 5: Craft your key brand messaging
Your key brand messaging is the soul of your marketing strategy. It's the words and emotions that encapsulate your brand's essence and resonate with your target audience. It's what sets you apart in a crowded market and makes people choose your candles over the countless others. Here’s a quick guide on how to figure out the main messages you want to get across to your potential customers:
- Define your core values. What do you stand for? Sustainability? Handcrafted luxury? Supporting local artisans? Your values should be the bedrock of your brand, informing every decision you make and every word you write. Example: A brand championing sustainability might emphasise eco-friendly ingredients, recycled packaging and a commitment to minimising their environmental impact.
- Determine your tone of voice. Your brand voice is the personality that shines through in your marketing. Are you playful and relatable, like a best friend spilling some gossip? Or are you sophisticated and elegant, the embodiment of a luxurious spa escape? Both are valid and both are appealing, but to entirely different crowds!
Example: Compare the fun and youthful tone of a brand like CAVO to the more artsy, refined tone of Diptyque. See the difference? Pro tip: Visit brands’ social media pages to see their brand voice in action.
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Observe your audience. Pay attention to how your ideal customers communicate on social media and other platforms. What language do they use? What topics spark their interest? This will help you fine-tune your messaging to speak their language and connect on a deeper level.
- Set clear brand guidelines. Create a brand identity guide that outlines your key messaging, tone of voice, visual elements and more. This maintains consistency across all your team and marketing channels, building brand recognition and trust.
We recommend investing time and effort in this step, as nailing your key messaging can pay off big time. You know your key messaging is well-crafted when it…
→ Is distinguishable from your competitors
→ Speaks your customers’ language
→ Can be adapted to multiple marketing channels
→ Builds brand credibility
→ Creates an emotional connection
→ Influences buying decisions
Step 6: Choose your marketing channels
Choosing the right marketing channels is like selecting the perfect fragrance for your home—it needs to complement your brand and appeal to your target audience. With a plethora of options available, it's easy to feel overwhelmed, so we’ll break it down for you.
Paid media
The fast track to reaching a wider audience, but it comes with a price tag. Paid media includes targeted ads, sponsored content and paid partnerships. It's a powerful tool for boosting visibility and driving immediate results, but requires careful planning and budgeting.
Owned media
Your brand's digital home base, where you set the rules and control the narrative. This is your stage to showcase your products, share your story and build a direct connection with your audience. It’s also where you can attract organic traffic by optimising your website for search engines, essentially creating a virtual window display that draws in curious customers. Use your blog and social media to share expert insights, tips and behind-the-scenes glimpses, establishing your brand as a trusted authority in the industry.
Earned media
Earned media refers to the buzz generated by others about your brand. How do you earn it? By creating exceptional products, providing stellar customer service and building an in-person and online community that loves to share their experiences. This free type of marketing manifests as…
- Shares on social media
- Posts about your business on X or Threads
- Reels posted on Instagram mentioning your brand
- Short-form videos on TikTok
Step 7: Create, track and analyse KPIs
KPIs, or Key Performance Indicators, are the measurable metrics that gauge the success of your marketing efforts. They act as your compass, guiding you towards your goals and helping you understand what's working and what's not.
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Create KPIs: Identify specific, measurable goals aligned with your marketing strategy. Examples could include website traffic, social media engagement, email open rates or conversion rates.
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Track KPIs: Utilise analytics tools like Google Analytics, social media insights and email marketing platforms to monitor your chosen KPIs regularly.
- Analyse KPIs: Interpret the data to gain valuable insights into your marketing performance. Identify trends, pinpoint areas for improvement and make data-driven decisions to optimise your strategy.
Step 8: Bring your marketing strategy together
Documenting your strategy isn't just about creating a pretty document—it's about transforming your vision into a tangible plan. Think of it as your marketing bible, guiding your every move and making sure everyone on your team is on the same page.
Your documented strategy might include the following components:
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Executive summary: Your strategy's ‘elevator pitch’—a snapshot of your big-picture goals, who you're targeting, and how you plan to reach them.
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Brand identity: Where your brand's personality shines. It includes defining your values, developing a unique voice and creating a visual identity that's instantly recognizable.
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Marketing plan and tactics: The nitty-gritty of your marketing efforts, including the specific channels (social media, email, etc.) and tactics (contests, influencer partnerships, etc.) you'll use to achieve your goals.
- Budget allocation: How much are you willing to invest in your marketing efforts? This section outlines your financial plan, making sure you're allocating resources wisely and maximising your ROI.
- Timeline and milestones: This section sets clear deadlines and milestones, keeping you on track and, most importantly, accountable for your progress.
Pro tip: your strategy is a living document that should be reviewed and adjusted regularly. As you gain new insights and the market evolves, don't be afraid to make changes and adapt your approach.
Now that you know how to create a marketing strategy, what’s next?
Congrats, you’ve made it through the blueprint of building a killer marketing strategy! While it may not happen overnight, each focused step will take your candle business from just another option on the shelf to the brand people can’t stop talking about.
Want to keep the momentum going? Check out our Social Media Marketing Guide for more tips on how to amplify your reach and connect with your ideal customers—because a great strategy deserves the spotlight.