What does a marketing strategy include?
A marketing strategy helps decide where to focus effort in order to achieve commercial objectives without spreading time and budget across too many initiatives.
Analysis of the current situation
I review positioning, offers, audiences, website, content, email marketing, social media, communication materials and the main indicators available.
Clarifying priority audiences
We define priority profiles, their problems, objections, decision criteria and level of maturity.
Offer and positioning analysis
I work on the value proposition, benefits, differentiation, proof, sales arguments and offer hierarchy.
Journey and touchpoints
I identify the stages from discovery to decision and the content or channels that can support each one.
Channel prioritisation
I select the channels that best fit your audiences, resources, sales cycle and ability to measure.
What you receive
The deliverable should make clear what to do, in what order and how to measure it.
- Marketing diagnosis
- Clarification of audiences and offers
- Journey analysis
- Channel recommendations
- Content and email recommendations
- Optimisation of conversion points
- KPI definition
- Prioritised roadmap
Why structure your marketing strategy?
To avoid scattered activity and connect marketing work to concrete commercial objectives.
Connect marketing and sales
Indicators should help determine whether you are moving towards more leads, meetings, conversions or revenue.
Make better use of existing content
Articles, webinars, presentations and case studies can be repurposed across several channels.
Improve consistency in your message
Your website, emails, social media and sales team should share a coherent value proposition.
Make better decisions
A strategy makes it possible to experiment with a clear objective and criteria for deciding what to keep or stop.
How the service works
1. Initial scoping
Business activity, objectives, offers, customers, markets, resources and existing actions.
2. Diagnosis
I analyse current assets and channels.
3. Audiences and journey
We define priority audiences and the main friction points.
4. Prioritisation
I rank actions by impact, urgency, complexity and resource requirements.
5. Roadmap
I turn the strategy into actions, owners, timelines and KPIs.
6. Implementation
You can execute internally or continue with operational support.
A strategy adapted to your company’s resources
A good strategy has to be executable. I would rather focus effort on a small number of well-managed actions than recommend an intensive presence on every channel without the capacity to sustain it.
Frequently asked questions
Is marketing strategy only for large companies?
No. It is particularly useful for SMEs because it helps prioritise limited resources.
What is the difference between marketing and communication?
Marketing works on the market, audiences, offer and customer journey; communication focuses more on how messages are expressed and presence is built.
Does the service include execution?
It can be limited to strategy or continue into implementation depending on the actions involved.
Do I need data before we start?
No, although data improves the diagnosis. If tracking is missing, one of the first actions may be to set it up.
How long does a marketing strategy remain valid?
The overall direction can remain relevant for several months, but actions should be reviewed as results and market conditions evolve.
Can you work with the sales team?
Yes. In B2B, their feedback on objections and customers is particularly valuable.