As we head towards 2026, it’s time to get serious about how your business is going to market and not just survive 2026 but thrive in it.
I speak to so many business owners and leaders who are doing great work; but when it comes to marketing, they’re still winging it. And that’s where the problems start.
If you want your marketing to work harder for you next year, here are my five top tips for building a smart, grounded and effective marketing strategy for 2026.
1. Have a Marketing Plan (Seriously. Have one)
You’d be surprised how many small and medium-sized businesses are running without a clear marketing plan. In fact, a 2024 survey said 68% of them didn’t have one.
Not having one is like setting off on a journey without knowing which route you’re taking. You might eventually get somewhere but probably not where you intended, and not without wasting a lot of time and money.
A marketing plan doesn’t need to be fancy or over-engineered. Even a one-page outline can make a huge difference. What matters is that you’re deliberate about what you’re doing, who you’re targeting, and how you’ll measure success.
Write it down, share it with your team and / or marketing suppliers, and use it to guide your actions throughout the year.
2. Make AI Your Marketing Partner
AI isn’t just a buzzword anymore, it’s a tool that’s transforming how businesses communicate, create and compete.
Whether you’re already using AI or just dipping your toes in, 2026 is the year to step it up.
AI can help you:
- Save hours every week on repetitive marketing tasks
- Generate creative ideas and content
- Understand customer data more deeply
- Keep your business competitive
If you ignore it, you risk falling behind. But if you embrace it, AI can give you more time to focus on the things that truly move the needle.
3. Get Crystal Clear on Your Ideal Clients
This one sounds basic, but it’s where many businesses trip up. You need absolute clarity on who your most profitable, best-fit clients are and who isn’t worth your time.
Small businesses simply don’t have the budget or bandwidth to market to everyone. Every piece of marketing activity should be aimed squarely at the people most likely to buy, stay and refer.
Before you try a new tool, platform or campaign, ask: Will this help me get closer to the right audience? If not, skip it.
4. Be Real. Authenticity Wins
AI might be everywhere, but one thing it can’t replicate is you. People still buy from people. And in a world of AI-generated everything, authenticity is your greatest competitive advantage.
So in 2026, double down on showing the real people behind your business.
- Write the way you speak.
- Show the personality behind the brand.
- Share your values, your opinions, your story.
Your audience wants to know who they’re doing business with and why they should trust you. Let them see you and your business.
5. Find Your Marketing Tribe
Marketing can feel lonely, especially if you’re doing it on top of running the business. That’s why it helps to surround yourself with people who get it. Those working with similar budgets, similar time constraints, and a similar appetite to learn and grow.
That’s exactly what my Virtual Marketing Coffee Breaks are about: business owners and leaders coming together once a month to share experiences, learn practical marketing tactics, and stay motivated.
If you’re tired of doing it all on your own, come and join us. You’ll leave every session with fresh ideas, confidence and clarity.
Final Thoughts
2026 isn’t about chasing the next shiny marketing trend. It’s about being intentional, embracing new tools, and staying human.
So before the year starts, ask yourself:
- Do I have a plan?
- Am I using AI effectively?
- Do I know exactly who I want to reach?
- Does my marketing sound like me?
- Have I found my marketing tribe?
If you can say yes to all five; you’re already ahead.
Who am I and why do I share?
Hello, I’m Kara Stanford, a successful Strategic Marketing Consultant, Mentor and Trainer with over 25 years of experience. I want YOU to succeed, using marketing to fuel that success.
Too many amazing small businesses fail to achieve their potential because they haven't got their marketing right. I'm here to change that!
I blend years of marketing experience working with medium to small businesses AND sound marketing knowledge, learnt from the best in the world.
I then share my knowledge and wisdom so YOU know what marketing to do, when and why to make your small business the raging success it should be.
