Developing effective, practical marketing strategy

Providing a clear direction and business-driven goals for your marketing activities

I am often approached by clients who know they need to do more marketing, but don’t want to dive into expensive promotions, events or social media, without having a clear strategy and confidence that they are saying all the right things to target audiences who really want and need their products.

Strategic focus on customers and markets

Before you start investing in marketing campaigns, websites or events you need to be clear about your target customers. Who exactly are they? What are their most compelling needs? What are the implications of not addressing those needs?

I will work with you to draw out the key features and capabilities of your products and services and map those onto customers’ most pressing challenges. At the same time we consider the strengths and weaknesses of competing products and services, so we can identify where you have a strong competitive advantage and where others have the edge.

From this point it is usually clear which market segments or niches are going to be most receptive and profitable. I will support your strategic decisions, balancing short-term revenue against goals such as developing key markets and protecting margins.

All successful marketing is built on clear, compelling propositions – specific reasons why a customer would buy what you are offering. When the benefits of your products or services come from subtle technical advantages, you need to be sure that your marketing balances clear messages with technical insight and accuracy.

By drawing out the true market strengths of your products and services, I create very powerful, easily understood marketing and sales messages. These form the basis of all your awareness-building and lead-generation; they should also be at the heart of many sales conversations.

Marketing messaging and sales propositions

Your marketing really captures the value of our precision machines and software for a specialised and demanding audience. The product literature, articles and web pages you have written have been key in our lead generation and sales campaigns.
Phillip Ruda, Director of Sales, CI Precision

Turning strategy into action

Once you have a strong marketing strategy and compelling propositions to take to market, I will help you create the core marketing materials that you need to underpin marketing campaigns and sales. This often includes new website texts, product literature and other content for the customer journey.

From 25 years of marketing experience, I can also help you select and brief a marketing agency, or mentor an in-house marketing person to provide your day to day marketing activity.