Marketing Strategy
When there are more marketing ideas than time or budget, I help you decide what deserves attention first. We work through the audience, offer and available evidence, then record message priorities, channel roles and an ordered plan. The scope confirms any research, workshops and implementation support.
Recognise the pattern
You may be preparing a launch, reviewing a changing offer or deciding where to invest next. Strategy is useful when those decisions need to be made together rather than channel by channel.
Questions that guide the strategy
We work through these questions using your business information and the evidence available, then record the decisions that should guide the next brief or campaign.
Whose decision matters?
What does the business need this marketing to achieve?
What are you offering, and why should the audience consider it?
What makes the promise credible?
Where should attention lead?
What the work can include
Clear boundaries
Research depth, consultation involvement and the form of the documented strategy are agreed before the engagement begins. The scope can cover audience and offer priorities, message structure, channel roles and a practical roadmap.
Implementation is a separate scope unless expressly included. If your decisions are already clear, we can discuss the website, campaign or content project directly.
From thinking to action
The agreed direction gives the next website, campaign or content brief a starting point. Implementation is separate unless it is included in the scope.
Separate the central problem from the requests and symptoms surrounding it.
Define the audiences, messages and routes that deserve priority.
Put the work in order, showing which decisions or materials are needed before the next stage can begin.
Questions before committing
The initial scope is defined around the decisions and roadmap required. Ongoing implementation support is separate and only included when explicitly agreed.
Research can be scoped, but its depth depends on the decision being made, the evidence already available and the practical budget.
The agreed deliverable can include audience and offer priorities, key messages, the role of each channel and a practical plan for implementation. We confirm the format and level of detail before work begins.
If several operational and marketing issues are connected, HBSOS diagnosis may be the better starting point.
Preparing the brief
Scope and investment
I review the starting material and clarify the decisions with you, then set out the proposed deliverables, client inputs and investment. The quote confirms timing and any specialist or ongoing work included.
Initial enquiries establish fit and scope. A paid diagnosis is a separate engagement if several connected questions need a deeper review.
My Most Trusted: a relevant project exampleSee how the brand foundation and website explanation were connected around the audience and relationship process.
After the priorities
Once the audience, offer and channel priorities are clear, Funnels can map the route from first contact to an agreed action. Conversion Psychology can assess how clearly each stage supports the visitor’s decision. Page building and campaign production are scoped separately.