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Services · Digital strategy
Deciding what not to do, first.
Without a clear strategy you end up jumping from one tactic to the next. We tie the website, search, ad spend and content to what the business is trying to achieve, then let it get on with the job.
Talk about strategyStrategy before tactics
When digital marketing underperforms, the cause is usually a lack of direction rather than the wrong channel.
Before you put money into SEO, ads or content, we look at the bigger picture: how you're positioned, how things are performing now, where your customers come from and where you want the business to go.
From there we put together a plan that gets every channel working towards the same goal.
Your website, search, ads and content then pull in the same direction instead of competing for budget.
That means fewer wasted campaigns and a much clearer view of what's working.
Clear direction
Objectives agreed before the channels are chosen.
Joined-up channels
SEO, ads, the website and content run as one plan.
Measured growth
Decisions based on what the numbers show.
How the work runs
4 stages, brief to launch.
01
Discovery and diagnosis
We start with a proper look at where you are now.
That covers how your channels are performing, what competitors are doing and what the business needs commercially, so we can see what's working, what isn't and where the opportunities are.
02
Setting priorities
Based on what we find, we agree clear priorities.
That means deciding who you're targeting, which channels to use, how success will be measured and what order to do things in. Not everything needs to happen at once.
03
Joining up the channels
Once the direction is clear, we line everything up behind it.
SEO, paid ads, the website and content all work towards the same goal, which cuts out a lot of wasted effort and spend.
04
Review and refinement
Markets change, and the strategy should change with them.
We review results regularly, look again at the priorities and adjust as new opportunities come up.
Where it has worked.
Straight answers
The questions people ask us.
Most strategy projects take 4 to 6 weeks.
That includes the discovery work, looking at your market and competitors, reviewing each channel and putting the plan together.
It takes a little time up front, but it saves months of reactive marketing later.
A digital strategy sets the direction: your goals, how you're positioned, which channels matter most and how success will be measured.
A marketing plan covers the doing: the campaigns, timelines and tactics.
The strategy decides what to do and why, and the plan decides how. Without the strategy, marketing tends to turn into a collection of unconnected activities.
Yes, and it should.
Markets shift, competitors change what they're doing and your own results will show up new opportunities. A good strategy gives you structure but leaves room to adapt.
We'd suggest reviewing it every quarter so your marketing stays in line with your business goals.
From the blog
Useful reading.
Got a brief, a problem,
or a hunch?
Send it over. You will get straight thinking, a ballpark and a clear next step, not a sixteen-page proposal.
Talk about strategy