Onboarding - Marketing Strategy

Email

Your Name & Surname

Your title (MD, CEO, Founder, Owner, etc)

Who will represent your business and take lead on this project?

Does your business have a slide deck template?

Yes

No

Please upload your business slide deck template so that we can build the strategy on the template. Upload a file or drag and drop. up to 10MB

BUSINESS

In this section, we’ll collect information on your business. Gaining a deep understanding of your business is fundamental to creating a tailored marketing strategy. This includes insights into your mission, values, products or services, target audience, and unique selling points. By thoroughly understanding your business, we can align our marketing efforts with your goals, ensure consistency in your brand messaging, and highlight what makes your business stand out in the marketplace. This foundational knowledge is key to developing a strategy that accurately reflects your brand and drives meaningful engagement with your audience.

Business Name*

Business website link*

Does your business have an updated business organogram (focused on the business not staff)*

Yes

No

Please upload your business organogram Upload a file or drag and drop. up to 10MB

When did the business start?*

Do you have a Business Strategy document that you are willing to share?*

Yes

No

Please upload your Business Strategy document Upload a file or drag and drop. up to 10MB

When is your financial year end?*

In terms of staff, what is the size of your business?*

What opportunities are in your industry at the moment and why should you invest in them?*

When last was your website updated or revamped?*

Please summarise your business (sales pitch)*

Is your business B2B or B2C (check all that apply)?*

B2B

B2C

Business 2 Business: Please download this document, complete the Target Market information, and upload it below. Upload a file or drag and drop. up to 10MB

Business 2 Customer: Please download this document, complete the Target Market information, and upload it below. Upload a file or drag and drop. up to 10MB

When should we implement the marketing strategy?*

Do you have a breakdown of your annual marketing expenses?*

Yes

No

If you have a file or sheet to submit on the annual marketing expenses, please submit below Upload a file or drag and drop. up to 10MB

Or provide full details of your annual marketing expenses below:

Which of these marketing tasks would you like to continue with?

BRAND

In this section, we’ll focus on your business brand to build on its foundation. Understanding your brand’s identity, values, and voice is essential for creating a cohesive and impactful marketing strategy. By delving into what defines your brand, we can ensure that all marketing efforts consistently reflect and enhance your brand image, fostering stronger connections with your target audience and reinforcing your market position.

What is your business VISION?*

What is your business MISSION?*

How would you DEFINE your business?*

What is your business' CORE VALUES?*

If your business has a slogan, please share*

What differentiates your brand from the rest?*

What is your business problem statement (the gap you noticed in the market and tailored your offering towards)?*

What are your business KPIs for year one and two?*

What is the biggest contributing factor to your brand credibility?*

Do you have a Corporate Identity (CI) ready to share?*

Yes

No

Please upload your official Corporate Identity (CI): Upload a file or drag and drop. up to 10MB

Do you have a logo?*

Yes

No

Please upload a high resolution logo Upload a file or drag and drop. up to 10MB

When last did you rebrand (logo)?*

What is your value proposition?*

CUSTOMER ANALYSIS

Understanding the voice of the customer (VoC) is crucial for business success. A detailed customer needs assessment identifies primary and secondary needs, revealing any unmet gaps. Addressing these helps businesses anticipate future demands. Analyzing pain points uncovers current challenges and service gaps, allowing companies to adjust their offerings to meet customer expectations. Customer expectations include desired service levels, essential product features, and support needs, all impacting the customer journey. By mapping this journey and analyzing crucial touchpoints, businesses can enhance satisfaction, encourage loyalty, and reduce churn risk, fostering a stronger connection with their audience.

VOICE OF CUSTOMER (VoC) FRAMEWORK - TARGET AUDIENCE 1

1. Customer Needs Assessment

Primary needs:*

Secondary needs:*

Unmet needs:*

Future needs:*

2. Pain Points Analysis

Current challenges:*

Service gaps:*

Process friction:*

Value misalignment:*

3. Customer Expectations

Service level:*

Product features:*

Support needs:*

Value expectations:*

CUSTOMER JOURNEY MAPPING - TARGET AUDIENCE 1

1. Awareness Stage

First touch points:*

Information sources:*

Key messages:*

Channel preferences:*

2. Consideration Stage

Evaluation criteria:*

Comparison points:*

Decision factors:*

Information needs:*

3. Decision Stage

Purchase triggers:*

Conversion points:*

Decision barriers:*

Support requirements:*

4. Retension Stage

Usage patterns:*

Support needs:*

Loyalty factors:*

Churn risks:*

Add another Target Audience?

Yes

No

VOICE OF CUSTOMER (VoC) FRAMEWORK - TARGET AUDIENCE 2

1. Customer Needs Assessment

Primary needs:

Secondary needs:

Unmet needs:

Future needs:

2. Pain Points Analysis

Current challenges:

Service gaps:

Process friction:

Value misalignment:

3. Customer Expectations

Service level:

Product features:

Support needs:

Value expectations:

CUSTOMER JOURNEY MAPPING - TARGET AUDIENCE 2

1. Awareness Stage

First touch points:

Information sources:

Key messages:

Channel preferences:

2. Consideration Stage

Evaluation criteria:

Comparison points:

Decision factors:

Information needs:

3. Decision Stage

Purchase triggers:

Conversion points:

Decision barriers:

Support requirements:

4. Retension Stage

Usage patterns:

Support needs:

Loyalty factors:

Churn risks:

To help analyze your customer satisfaction levels, please provide examples of three customer profiles representing different experience levels. For each profile, include the customer's full name and email address:

1. A highly satisfied customer:*

2. A moderately satisfied customer*

3. A dissatisfied customer*

Do you have any client testimonials / reviews?*

Yes

No

Where are the testimonials being displayed?

Website

Google

Facebook

Internal Surveys

Other

Please share links to your client testimonials or copy and past them below

OFFERINGS

In this section, we will focus on your offerings, including your products and services. Understanding what you provide to your customers is critical for developing a marketing strategy that highlights the value and benefits of your offerings. By analyzing your products or services, we can identify key features, unique selling points, and potential areas for improvement. This ensures that our marketing efforts effectively communicate the strengths of your offerings and resonate with your target audience, ultimately driving sales and customer loyalty.

Name and explain your offerings*

What solutions does each offering provide?*

Is there a specific offering that you would like to focus on?*

Are there any offerings trending seasonally during the year?*

MARKET & COMPETITIVE ANALYSIS

The "Market & Competitive Analysis" uses Porter's Five Forces to assess the competitive landscape. It evaluates Competitive Rivalry by analyzing competitor intensity, differentiation, and market share. For the Threat of New Entrants, it considers entry barriers like capital needs and regulations. Supplier Power looks at the number of suppliers, switching costs, and control over resources. Buyer Power examines customer concentration, price sensitivity, and switching costs. The Threat of Substitutes focuses on alternative solutions and their performance. This analysis integrates a SWOT perspective by identifying strengths in capabilities and market position, weaknesses in limitations and challenges, opportunities in technology trends and growth areas, and threats from market risks and competition.

PORTERS FIVE FORCES ANALYSIS - COMPETITOR 1

1. Competitive Rivalry

Competitor:*

Competitive intensity:*

Differentiating factors:*

Market share distribution:*

2. Threat of New Entrants

Entry barriers:*

Capital requirements:*

Regulation/Compliance:*

Market access:*

3. Supplier Power

Number of suppliers:*

Switching costs:*

Supplier uniqueness:*

Resource control:*

4. Buyer Power

Customer concentration:

Switching costs:

Price sensitivity:*

Product differentiation:*

5. Threat of Substitutes

Alternative solutions:*

Switching costs:*

Substitute performance:*

Price-performance ration:*

SWOT INTEGRATION - COMPETITOR 1

1. Strengths

Internal capabilities:*

Competitive advantages:*

Unique resources:*

Market position:*

2. Weaknesses

Internal limitations:*

Competitive disadvantages:*

Resource gaps:*

Market challenges:*

3. Opportunities

Market gaps:*

Technology trends:*

Customer needs:*

Growth areas:*

4. Threats

Market risks:*

Competitive threats:*

External challenges:*

Resource threats:*

Add another Competitor?

Yes

No

PORTERS FIVE FORCES ANALYSIS - COMPETITOR 2

1. Competitive Rivalry

Competitor:

Competitive intensity:

Differentiating factors:

Market share distribution:

2. Threat of New Entrants

Entry barriers:

Capital requirements:

Regulation/Compliance:

Market access:

3. Supplier Power

Number of suppliers:

Switching costs:

Supplier uniqueness:

Resource control:

4. Buyer Power

Customer concentration:

Switching costs:

Price sensitivity:

Product differentiation:

5. Threat of Substitutes

Alternative solutions:

Switching costs:

Substitute performance:

Price-performance ration:

SWOT INTEGRATION - COMPETITOR 2

1. Strengths

Internal capabilities:

Competitive advantages:

Unique resources:

Market position:

2. Weaknesses

Internal limitations:

Competitive disadvantages:

Resource gaps:

Market challenges:

3. Opportunities

Market gaps:

Technology trends:

Customer needs:

Growth areas:

4. Threats

Market risks:

Competitive threats:

External challenges:

Resource threats:

MARKETING

In this section, we will learn about your marketing efforts to date. Understanding your past and current marketing activities is essential for evaluating what has worked well and identifying areas for improvement. By reviewing your marketing history, strategies, and campaigns, we can gain insights into your successes and challenges, allowing us to refine and optimize future efforts. This knowledge helps us build on your existing strengths, address any gaps, and create a more effective and cohesive marketing strategy moving forward.

Please list and explain the marketing challenges you have been facing*

What is your best channel for enquiries (check all that apply)?*

Website

Instagram

Facebook

TikTok

YouTube

Word of mouth

Referrals

Paid ad campaings

Other

Do you have a marketing budget?*

Yes

No

What is the marketing budget for the year?

On a scale of 1 (poor) to 10 (excellent), rate you current marketing efforts.*

What marketing efforts are you currently performing (check all that apply)?*

Newsletter

Sponsorship

Webinars

Press relations

Brand collaborations

Influencers

Speaking engagements

None

Paid ad campaings

Other

If other, please specify:

What PAID ADS are you running, or have you run in the past 6 months (check all that apply)?

Facebook

Instagram

Google

TikTok

None

Other

If other, please specify:

Please submit any paid ad campaign reports that you have for the last 6 months (PDF only) Upload a file or drag and drop. pdf up to 10MB

What marketing efforts would you like to continue with?*

Which marketing efforts you wish to continue with, has performed the BEST?*

Which of the marketing efforts you wish to continue with, DID NOT perform well?*

Who is responsible for your marketing efforts?*

Are there any specific themes that you would like to focus on, such as public holidays, annual celebrations, etc? Please name and explain*

What problems are you facing as a business that marketing can help address? (i.e., brand awareness, customer service, reputation, etc)*

Is there anything else that you would like to focus on from a marketing point of view?*

List your business' STRENGTHS:*

List your business' WEAKNESSES*

List your business' OPPORTUNITIES:*

List your business' THREATS:*

What lessons have you learnt so far with regards to marketing?*

At the moment, are there any action items that we should have a look at (any immediate red flags)?*

Do you have a CRM system?*

Yes

No

Which CRM system have you implemented?

Is it integrated with your marketing department?

SOCIAL MEDIA

In this section, we will perform an internal audit of your business’s social media activity. Evaluating your social media presence is crucial for understanding how effectively you engage with your audience, the types of content that resonate, and the overall impact of your social media efforts. By analyzing your social media channels, we can identify strengths, weaknesses, and opportunities for growth. This audit will inform our strategy, ensuring that your social media activities align with your business goals, enhance brand visibility, and drive meaningful interactions with your audience.

What social media channels does the business have?*

Facebook

YouTube

X

TikTok

Instagram

Google My Business

Other

If other, please specify:

What platform performs BEST?*

Facebook

YouTube

X

TikTok

Instagram

Google My Business

Other

Please share links to all of your business social media accounts.*

What are the current KPIs for social media (specify per platform)?*

Does your business follow a social media monthly content plan?*

Yes

No

How often do you post?*

Once a week

Twice a week

Three times a week

Four times a week

Five times a week

More...

If more than five times a week, please share details.

What tools are you making use of for social media (Hootsuite, Canva etc)?*

Do you have any social media reports to share?*

Yes

No

Please upload any reports (PDF) for the last 3 months for all platforms (followers, likes, comments, engagement, etc): Upload a file or drag and drop. up to 10MB

PAID ADS

In this section, we will learn about any paid advertising you have been doing. Understanding your experience with paid ads is essential for assessing their effectiveness and return on investment. By reviewing your past and current ad campaigns, including platforms, budgets, targeting strategies, and results, we can identify what has worked and what needs adjustment. This information allows us to optimize your future ad spend, improve targeting and messaging, and ultimately achieve better performance and higher ROI from your paid advertising efforts.

Are you running any paid ads at the moment?*

Yes

No

What KPIs do you have for paid ads (platform specific)?*

What paid ads have you performed/are you performing?*

Facebook

Instagram

Google

YouTube

X

TikTok

Other

If other, please specify:

Which of these platforms' paid ad campaigns have been the most successful in the past?*

What has failed in the past? *

What type of campaigns have you run (check all that apply)?*

Awareness - Raise awareness about your brand or product

Traffic - Send people to another page on Facebook or the internet, like a Facebook event, your website, or your app

Engagement - Get more engagement on Facebook, such as likes on your page, event responses, or messages

Leads - Collect leads through forms, messages, calls, and web pages

App promotion - Encourage people to install your app or perform an action with it

Sales - Convince viewers to buy your product through Facebook or on your site

Unsure

Do you have an agency or internal team running the ads?*

Agency

Internal team

Other

With what gaps can paid ads assist with?*

SEARCH ENGINE OPTIMISATION

In this section, we will focus on your SEO efforts. Understanding your approach to SEO is critical for enhancing your online visibility and driving organic traffic to your website. By analyzing your current SEO strategies, including keyword usage, on-page and off-page optimization, and technical SEO elements, we can identify strengths and areas for improvement. This insight will enable us to develop a comprehensive SEO plan that boosts your search engine rankings, attracts your target audience, and supports your overall digital marketing objectives.

Have you done SEO in the past?*

Yes

No

I don't know

Do you have an SEO plan/strategy in place?*

Yes

No

Is your SEO on a monthly plan?

Yes

No

Do you have a Google My Business Listing?*

Yes

No

Unsure

What does your traffic acquisition look like? (Volume / Source)*

Do you have SEO implemented?*

Yes

No

What KPIs do you have for SEO?

Do you have Google Analytics 4 set up?*

Yes

No

Unsure

What is your average monthly website traffic?*

Do you have conversion tracking set up?*

Yes

No

Unsure

Do you have Google Search Console set up?*

Yes

No

Unsure

What search terms/phrases do you want to rank for?*

Who are your perceived competitors from a Google ranking perspective?*

COMMUNICATION & CONTENT

In this section, we explore the different channels you use to communicate and the content you are currently pushing out. Understanding your communication strategies and content distribution is vital for ensuring consistency and effectiveness in reaching your audience. By examining the platforms you utilize, the type of content you produce, and your overall messaging, we can identify what resonates with your audience and what can be improved. This analysis helps us craft a content and communication strategy that amplifies your brand voice, engages your audience, and supports your marketing goals.

What channels are you currently making use of to communicate with your customers/prospective customers (check all that apply)?*

WhatsApp for Business

Press release

Blog

LinkedIn article

Newsletter

None

Other

If other, please specify:

Which channels would you be keen to explore?*

WhatsApp for Business

Press release

Blog

LinkedIn article

Newsletter

None

Other

What KPIs do you have for communications?*

What is the frequency for each of them?*

SALES PROCESS

In this section, we will learn about your sales process. Understanding how you attract, engage, and convert leads is crucial for optimizing your sales funnel and improving overall efficiency. By examining each stage of your sales process, from lead generation to closing deals, we can identify strengths, bottlenecks, and opportunities for enhancement. This insight allows us to develop strategies that streamline your sales process, increase conversion rates, and ultimately drive revenue growth for your business.

Do you currently have a sales process?*

Yes

No

Please explain how your process works.

What has worked and what has not worked?

CONTRACTORS AND/OR TEAMS

In this section we need to know if your business has in-house teams to support each section of the marketing strategy or making use of contractors or need teams to assist.

In-house team support (check all that apply)*

Copywriter

Designer

Social media team

Paid ads specialist

SEO specialist

Public relations

Videographer

Photographer

Events coordinator

Website team support

Marketing manager

CMO/Head of Marketing/Marketing Director

Other

If other, please specify:

Which of the below is outsourced (check all that apply)?*

Copywriter

Designer

Social media team

Paid ads specialist

SEO specialist

Public relations

Videographer

Photographer

Events coordinator

Website team support

Marketing manager

CMO/Head of Marketing/Marketing Director

Other

What are your expectations from a marketing point of view?*

PERFORMANCE METRICS (AARRR)

The Performance Metrics (AARRR) framework evaluates business success across key stages. In Acquisition, we examine channel performance, cost per acquisition, traffic sources, and conversion rates to optimize how customers are brought in. Activation focuses on delivering first value, onboarding completion, initial engagement, and early satisfaction to ensure new users are fully onboarded. Retention looks at usage patterns, engagement metrics, churn indicators, and loyalty measures to keep users engaged over time. Referral evaluates NPS scores, referral rates, word of mouth, and brand advocacy to harness customer-led growth. Lastly, Revenue measures customer lifetime value, revenue per user, monetization efficiency, and growth patterns to maximize financial outcomes.

Acquisition

Channel performance:*

Cost per acquisition:*

Traffic sources:*

Conversion rates:*

Activation

First value delivered:*

Onboarding completion:*

Initial engagement:*

Early satisfaction:*

Retention

Usage patterns:*

Engagement metrics:*

Churn indicators:*

Loyalty meaures:*

Referral

NPS scores:*

Referral rates:*

Word of mouth:*

Brand advocacy:*

Revenue

Customer lifetime value:*

Revenue per user:*

Monetization efficiency:*

Growth patterns:*

CHANNEL ATTRIBUTION & OPTIMIZATION

The Channel Attribution & Optimization strategy involves analyzing each stage of the conversion funnel to enhance marketing effectiveness. At the top of the funnel, we focus on awareness metrics, reach efficiency, content performance, and entry points to understand how prospects discover us. In the middle of the funnel, we evaluate engagement rates, content consumption, lead quality, and nurture effectiveness to maintain interest and qualify leads. Finally, at the bottom of the funnel, we assess conversion rates, sales velocity, close ratios, and revenue impact to maximize sales outcomes and revenue growth.

Conversion Funnel Analysis – Top of Funnel

Awareness metrics:*

Reach efficiency:*

Content performance:*

Entry points:*

Conversion Funnel Analysis – Middle of Funnel

Engagement rate:*

Content consumption:*

Lead quality:*

Nurture effectiveness:*

Conversion Funnel Analysis – Bottom of Funnel

Conversion rates:*

Sales velocity:*

Close ratios:*

Revenue impact:*

STRATEGIC PRIORITIES

To drive growth, we focus on short-term improvements in processes and customer engagement, medium-term projects that enhance capabilities and explore new markets, and long-term initiatives to align with our vision and strengthen market position. Our implementation roadmap prioritizes quick wins for immediate impact, core projects crucial for long-term success, and strategic investments that ensure sustained growth, all supported by clear timelines, resource allocation, and success metrics.

Growth Priorities – Short-term (0-6 months):

Key initiatives:*

Resource needs:*

Expected outcomes:*

Growth Priorities – Medium-term (6-12 months):

Strategic projects*

Capability building*

Market expansion*

Growth Priorities – Long-term (12-24 months):

Vision alignment:*

Market position:*

Competitive advantage:*

Implementation Roadmap – Quick Wins:

Immediate actions:*

Resource allocation:*

Success metrics:*

Implementation Roadmap – Core Projects:

Key initiatives:*

Timeline:*

Dependencies:*

Implementation Roadmap – Strategic Investments:

Long-term bets:*

Resource requirements:*

Expected returns:*

Well done – you have reached the end of this exercise. We'll get started on your new marketing strategy.

DON'T FORGET TO CLICK THE 'SUBMIT' BUTTON BELOW!

Marketing Strategy

Glossary of terms