We get it. At Paradox Studios TT, we’ve worked with several entrepreneurs across Trinidad and Tobago and other countries like the United States and others who were already spending on social media, running ads, or working with freelancers but still not seeing results.
Some had a marketing plan but no real strategy. Others had a strategy in their heads but nothing documented, planned, or executed.
If that sounds familiar, this post is for you.
We’re going to break down the difference in plain and help you figure out exactly which one your business needs right now.

What’s a Marketing Strategy (and Why Does It Matter)?
Your marketing strategy is your business compass.
- Who are we really trying to serve?
- What problem are we solving for them?
- Why should they choose us?
- What makes our voice, offer, or story stand out?
A sustainable skincare brand in Saint Vincent decided they were done competing on price. Their strategy? Speak only to women aged 25–40 who care about ingredients, local sourcing, and minimalist self-care. Their entire brand shifted from packaging to voice to where they advertised.

What’s a Marketing Plan Then?
- What platforms will we use (Instagram, WhatsApp, Google)?
- What are we promoting and when?
- What’s our budget?
- How are we measuring results?
📌 Real Application: Let’s say your strategy is to reach health-conscious young professionals in Barbados. Your plan might be:
- Instagram Reels every Monday (fitness tips)
- Email every 2 weeks (new smoothie launches)
- Partner with 1 local gym per month
- Allocate $400 BBD for IG + Google ads
See the difference? Strategy gives you the why. The plan gives you the how. And when they’re aligned? That’s when business gets exciting.
- Boosting posts with no targeting
- Hiring someone to “do social media” without direction
- Spending on ads without understanding their audience
Without strategy, your plan has no foundation.
Strategy vs Plan
Marketing Strategy
- Big picture: Who you are + who you serve
- Built from insight, brand values, and research
- Helps you stay consistent in your message
- Guides long-term vision and positioning
Marketing Plan
- Daily and weekly execution: What you’ll do, when and how
- Built from your strategy and available time/budget
- Helps you stay focused and organized
- Guides short- to mid-term marketing actions
Summary:
- Marketing Strategy is built from research and brand values. It defines who you serve, how you stand out, and where you’re headed long-term.
- Marketing Plan is built from your strategy and practical resources. It lays out what to do, when, where, and how, over the short to mid-term.
Self-Check: Where Do You Stand Right Now?
- Do I know exactly who I’m trying to reach (not “everyone”)?
- Do I know what makes my brand different?
- Do I have a calendar or system that tells me what to post or promote each week?
- Am I measuring results or just hoping something works?
If the last two made you pause, it’s time to build a better plan.
Action Step: Download Your Free Marketing Plan Template
- SMART goals
- Audience breakdown
- Channel strategy
- Monthly content calendar
- Budget and tracking sections
Let’s Build Your Strategy & Plan
✔️ Monthly plans for content, SEO, and campaigns
✔️ Support across Barbados, Jamaica, Saint Lucia & beyond
FAQs: The Plan vs Strategy Questions You’ve Been Asking
2. Can I use the same strategy forever?
Not quite. Your message should stay rooted but revisit strategy every 6–12 months, especially if you’re launching something new.
3. Is a marketing plan something I should update monthly?
We recommend reviewing it every month but building it out quarterly. That way, you stay flexible and focused.
4. Can you help me even if I’m just starting?
Absolutely. Whether you’re launching or scaling, we build with your level, your budget, and your island in mind.