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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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