Strategy and the marketing plan
The two terms are often used interchangeably, but there's a practical difference. The strategy sets the direction: who you sell to, what sets you apart, and where to focus. The marketing plan turns that direction into steps, priorities, and phases that can be carried out and tracked. A strategy without a plan stays an idea. A plan without a strategy becomes a to-do list with no single goal holding it together.
When you need it
- You've been advertising for a while and can't say clearly what's working and what isn't.
- You're launching a new business or product, or entering a new market.
- Every vendor you work with suggests a different channel, and nothing settles the choice.
- Your message changes from one campaign to the next, so customers never form a consistent impression of you.
- You want to know where to put a limited budget first.
What the strategy usually covers
- Understanding the business
- a detailed conversation about what you sell, to whom, what's been tried, and what came of it.
- The audience
- who your potential customers are, what they need, and what moves them toward a decision or holds them back.
- Competitors
- how they present themselves, where they overlap, and where there's room for you to stand out.
- The message
- what your brand should say, in what tone, and what it should stop saying.
- Channels and priorities
- which channels to start with, why, and what can wait.
- The customer journey
- the steps from first hearing about you to getting in touch or buying, and where people might drop off.
- What we'll track
- the indicators that show whether the plan is heading in the right direction, based on what can be measured in your situation.
- A phased plan
- what happens first, what follows, and what gets reviewed after each phase.
Service limits
A strategy sets direction and reduces random spending, but it doesn't guarantee a volume of sales or a number of customers. Results also depend on the product, pricing, execution, and the market.
How I work on it
- Discovery sessionI ask about the business, your customers, your goals, and what's been tried.
- Review what's in placeyour website, accounts, past ads, and your data if there is any.
- Audience and competitor analysis
- Shaping the strategyin clear language that anyone in your company can understand and act on.
- Discussion and sign-offI walk you through the plan and its reasoning, and we adjust what needs adjusting before signing it off.
What I need from you
- Time for the first discovery session, and candid answers about the business and its challenges.
- Any data you have: sales, inquiries, past campaign results.
- View access to your analytics or ad accounts, if they exist.
- Input from whoever deals directly with customers in your company, if possible.
FAQ
I'm already advertising. Do I need a strategy?
If your ads are working and you know why, you may not need one right now. But if you're spending without knowing which part of that spend is paying off, a strategy helps you stop guessing.
Does it work for a new business with no data yet?
Yes. In that case the plan is built on an understanding of the market, the audience, and competitors, and it includes what should be tested first to check the assumptions.
How long does it take?
It depends on the size of the business and how much information is available. I give an estimated timeframe after the first discovery session.
Can you carry out the plan once it's done?
Yes, through the other services I offer. You can also carry it out with anyone else; the plan is designed to be usable either way.