What Is the Number One Rule in Marketing?
The number one rule in marketing? Know your audience. This blog breaks down why understanding your customers is the key to effective marketing—and shows you how to do it in simple, actionable steps.
Wondering what a creative strategist does—and if your small business needs one? This blog breaks it down in simple terms, showing how creative strategists help you reach the right audience, improve your marketing, and grow your brand with confidence.
If you're a small business owner trying to grow your brand, attract more customers, or get better results from your marketing—this post is for you.
You may have heard the term creative strategist before and wondered, "Is that something my business needs?" The short answer: probably, yes.
Let’s dive into what a creative strategist does, why it matters for small businesses, and how hiring one can save you time, money, and stress.
A creative strategist is someone who blends business thinking with creative direction. They help your brand tell better stories, reach the right audience, and get measurable results through smart marketing and content planning.
They work behind the scenes to make sure every ad, video, social post, and website you put out actually serves a purpose—and gets results.
In short: creative strategists help you work smarter, not just harder.
Marketing can feel overwhelming—especially when you're wearing a lot of hats. You might:
It’s easy to burn time and money on things that don’t move the needle. That’s where a creative strategist steps in.
A creative strategist helps you:
If you’ve ever launched a campaign that flopped—or had no idea whether your marketing efforts were working—a creative strategist can change that.
Here are the core responsibilities:
Creative strategists use tools like TikTok Creative Center, Meta’s Ad Library, and even competitor ads to understand what your audience cares about, how they talk, and what grabs their attention.
They look at:
What are your competitors doing? What’s working for them? What gaps can you fill?
By studying your competition, a creative strategist can:
This is the game plan. A creative brief helps everyone on your team get clear on:
Without a brief, your marketing can feel scattered. With one, everything works together.
Once your campaign is live, a creative strategist reviews the data:
They use this info to refine your strategy, so you don’t keep throwing money at ads that don’t convert.
Creative strategists often act like a mini project manager. They help:
Great creative strategists are:
Here’s the reality: most small business owners don’t have the time (or energy) to run their business and act as a full-time marketer.
Hiring a creative strategist gives you a partner who can:
Whether you're launching a new product, running seasonal promotions, or building a content strategy—this kind of support can make a huge difference.
To get results, creative strategists use tools like:
According to MagicBrief, creative strategists in the U.S. earn anywhere between $68,500 to $103,000 depending on experience and the market.
For small businesses, hiring a freelancer or a consultant is often more affordable—and scalable. Many charge by project, hour, or monthly retainer.
If you’re not ready to hire full-time, working with someone part-time or on a project basis (like with Gabriel Lawler Creative Services) can give you the same strategic boost without the overhead.
A lot of people confuse these two roles, and while they often overlap, here’s a breakdown:
Creative StrategistMarketing StrategistFocuses on messaging, ideas, and creative contentFocuses on overall campaign strategy and media planningWorks closely with designers and content creatorsWorks closely with operations and analytics teamsStrong in storytelling, branding, and visualsStrong in funnels, automation, and budgeting
In smaller businesses, one person might do both. But when possible, having someone focused on the creative side ensures your messaging actually connects.
Any business that relies on marketing—especially those with services or products that need explanation or storytelling (like wellness, home services, e-commerce, and creative fields).
Yes! They focus on crafting targeted messaging and campaigns that speak directly to your audience’s needs and pain points. This leads to higher engagement and better conversion rates.
Not at all. A good strategist helps you spend smarter, not more. They help you prioritize what channels and messages will have the biggest impact.
Look for someone with a strong portfolio, clear communication style, and experience working with small businesses. Ask about their process and results.
Marketing doesn’t have to be confusing, expensive, or overwhelming. With the right strategy, it becomes focused, creative, and effective.
A creative strategist helps you get there.
They take the guesswork out of what to say, how to say it, and where to say it—so your business can attract the right people and grow with confidence.
At Gabriel Lawler Creative Services, I work with small businesses across industries to build marketing that actually works—grounded in research, backed by data, and filled with personality.
Ready to get strategic? Reach out to me today and let's get started!
