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:
If any of these resonate with you, please read on and find out how I might be able to help.
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.
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:
Essentially a good marketing strategy will provide a roadmap of how your business will achieve its goals.
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]:
Whatever your situation, if need help [designing your value proposition] then drop me a line.
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:
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.
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.
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.
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: