MARKETING STRATEGY
AND EXECUTION

STRATEGY FOR EVERY STAGE OF
THE MARKETING FUNNEL

When we design a marketing strategy, it needs to work. 

We start by asking what your overarching short and long term business goals are. We then work on defining the marketing objectives to support them and the corresponding KPIs to measure the strategy’s performance. 

If you’re a new company or a company seeking to enter a new market, raising awareness of your brand within your target market will be one of your marketing objectives. 
 
Perhaps you’ve been around for a while – but you’ve had reputational issues and/or sales have slumped; or you want to grow sales and expand. In this case, you might need to build trust and confidence in your product or service, or generate more leads or tender invites. 

It may be that you’re getting plenty of leads but you need support converting them. 

Or – is it all of the above?

We identify where you need help and build a strategy to support your goals.

OUR APPROACH

Prior to developing a marketing strategy, we may recommend we undertake quantitative and/or qualitative research and analysis, along with a review of your brand strategy (or development of a brand strategy if you don’t have one). 

This step ensures we have an in-depth understanding of your target markets, brand promise, value proposition and positioning statements, which will underpin the marketing strategy.

How we approach strategy development

Review your overarching business goals

Perform an assessment of your marketing funnel. This looks at how you currently acquire leads and how those leads are managed.

Evaluate your target audience

Define marketing objectives

Determine platforms, channels and tools

Campaign ideation

Activation plan, budget and KPIs

Execution, measurement and optimisation

TACTICS

Your marketing solution may include all or some of the following, depending on whether you require a whole-of-funnel approach or support in a specific area.

Top of Funnel – Brand awareness

SEO

Digital advertising (Google Ads/PPC, podcast and app advertising, social media marketing, online media advertising)

Traditional advertising (radio, TV, print media)

Media relations

Middle of Funnel – Building trust, nurturing leads

Social media (organic)

Email marketing

Content marketing

Events

Webinars

Media relations

Bottom of Funnel – Conversion

Website conversion rate optimisation

Proposal and tender templates and content advisory

After-sales – Retention and advocacy

After-sales email sequencing

Personalised email marketing

Feedback surveys

Enhanced social media engagement

Influencer identification

Employer branding and recruitment marketing

If you’re experiencing recruitment challenges and need advisory,
we also specialise in employer branding and recruitment marketing.

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