Marketing Strategy

How I can help your business

Introduction

A little about me

I am a marketing consultant based in London, I work with a wide range of clients helping them to take a strategic view over their marketing, and aligning their activity to business objectives. Many businesses, and of all sizes, struggle with creating a clear marketing strategy because they often:

  • Don’t have the time or mindspace to look at the business objectively and strategically
  • Struggle with prioritising marketing over their core business product or service
  • In-house marketing teams are consumed with tactical marketing and channel activities
  • Find it hard to articulate the business objectives in a way that marketers can grasp
  • Don’t have the strategy tools and experience to do it correctly

If any of these resonate with you, please read on and find out how I might be able to help. 

Overview

What is a marketing strategy?

Simply put, marketing strategy is the process of describing how a business will go about achieving a set of business goals. It takes account of the marketing activity that has already taken place, as well as consumer research and behaviours, the audiences the business is trying to reach, as well as what the competition is doing.

At this point, it is then possible to start articulating how, through marketing, it will be possible to achieve these goals through pricing, product, channel marketing, content and brand voice. A good marketing strategy will identify who your best customers are, highlight their problems and identify consumer gains for each market segments.

Business Benefit

Why is marketing strategy so important?

The marketing landscape is changing fast and is predominantly being driven by technological innovation. To achieve long term success every business needs a strategy that is adaptable and able to flex with new innovations, as well as customer behaviours. The main reasons marketing strategy is so important are:

  • That a good strategy will give you an organisational edge over your competition
  • It will align the goods and services that you produce with specific consumer need
  • It helps mitigation when things change or go wrong
  • It provides coordination between the marketing function and the rest of your business
  • Ensures that financial and other resources are deployed in the right way to reap the maximum benefit
  • Fixes spend and budgets in advance associates them with expected outcomes

Essentially a good marketing strategy will provide a roadmap of how your business will achieve its goals.

Insight

Start with consumers

I truly believe that all good marketing strategies always have to start with customers or consumers. Without it, it is impossible to construct an effective strategy if you do not understand the pains and gains your customers have. This can take many forms, sometimes a business already has a wealth of consumer insight that just needs synthesising, other times additional research needs to be commissioned. The following sources of insight can be very useful when pulling together [customer value propositions]:

  • In-house surveys and research
  • Commissioned research
  • Customer interviews
  • Customer service data
  • Sales data
  • Omnibus surveys

Whatever your situation, if need help [designing your value proposition] then drop me a line.

Marketing Mix

Channel Strategy

The art of a good marketing strategy is the selection of the right promotional mix of marketing channels to achieve your business goals. Each channel is complex and ever-changing in itself, so building a good strategy is both reflective and predictive. It should capitalise on new opportunities but does not rely upon historical performance. The main channel pillars of a modern marketing plan will include:

Search Engine Optimisation (SEO)

Email Marketing

Events & Experiential

Search Engine Marketing (SEM)

Content Marketing

Advertising

TV, Cinema, Radio, Print & Outdoor, Display Advertising

Social Media Marketing (SMM)

Public Relations

I have an in-depth knowledge of most channels but also know my limitations, so I also work with a network of specialist marketers that I can draw on supplement your strategy. For many channels I provide my own marketing services, so if this is of interest please get in touch.

Content Strategy

Not just words and pictures

Increasingly content is becoming a key part of the marketing mix, this is because it is so central to other channels, for example, SEO. Articulating how content will connect and compliment each of these channels, and how the produce the optimum amount of content to service all marketing activity is now becoming an art in itself.

Having worked in media for over 15 years, [content strategy] has been part of work-life since the early days of the internet. Working out how content integrates with your marketing strategy is probably what I do best. I’ve growing brands from a couple of million monthly online reach to over 380 million globally.

Marketing Planning

Translating words into budgets

A key part of a marketing strategy is planning, digesting all the potential activity that could be undertaken and formulating a specific plan that marketers than then build tactical plans from. These days flexibility is paramount together with delivering on business objectives.

So if you need someone who is very familiar with excel and is adept at translating strategy into tangible numbers and outcomes, then book a free consultation.

How I can help your business?

Whenever embarking on a new strategy that will have a long-lasting impact on your business it is important to get it right first time and have flexibility built into the plan. Using an experienced marketing consultant will help you avoid many of the pitfalls of planning at this level.

If you are serious about improving your marketing and results then you will need someone who is accountable and honest, as well as keeping you accountable to the vision too! The key benefits of using someone like me are:

Actionable Insights

You will learn more about your customers and potential customers than you ever imagined.

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Better Decisions

You will have the benefit of someone who is on your side and will help you work through thorny issues, and support you making hard decisions. You’ll also have the security of knowing that every decision that has been made is back up with insight or is data lead.

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Better Results

Once implemented a new marketing strategy will start yielding results straight away. Often the best way to approach rollout is an agile methodology where feedback is gathered from every piece of activity, then refined and iterated upon.

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Security

Knowing that you have a robust plan around your marketing plan will help you sleep better at night and knowledge that when things do change or go wrong, that you have a mitigation plan at hand to overcome these obstacles.

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Interested in marketing strategy now?

Drop me line if you have any questions or want to book a no obligation consultation.