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.
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
Activation plan, budget and KPIs
Execution, measurement and optimisation
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
Digital advertising (Google Ads/PPC, podcast and app advertising, social media marketing, online media advertising)
Traditional advertising (radio, TV, print media)
Middle of Funnel – Building trust, nurturing leads
Social media (organic)
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
Enhanced social media engagement
Employer branding and recruitment marketing
If you’re experiencing recruitment challenges and need advisory,
we also specialise in employer branding and recruitment marketing.