Building a strong foundation

When planning your B2B marketing, it's very tempting to dive straight into shiny, exciting marketing communication tactics such as digital advertising, social media content, PR and events.  But without putting a sound marketing strategy in place first, you unfortunately run the risk of your marketing activity falling flat (wasting time and money in the process).

Strategy and planning may not always be seen as the most thrilling elements of marketing, however they are absolutely critical to get right in order to have a successful business.  

As any tradesperson will tell you, it’s vital to get your foundations solid - first understand why your business exists, who your customers are and what problems you solve for them. Consider where you want it to be in the future vs how you are positioned now. From these solid foundations, you can then start to build a successful plan to achieve your goals with well-planned and co-ordinated marketing activity.

I can help you get clear on these questions through the steps below. Choose an option according to where you are in your business planning process. Or if these don’t quite fit with your needs, then let’s discuss an approach that works for you.

 

Please contact me at:

Email
vikki@freshperspect.co.uk

Tel
07946 281943

 
“Vision without action is a daydream. Action without vision is a nightmare.”
— Japanese proverb


Marketing Audit

“Where are you now?”

As a fresh pair of eyes on your organisation, I will work with you to assess your current market situation, including:

  • how well your customer is defined

  • how your external market is performing (growth, trends, PESTLE factors)

  • how differentiated your value proposition is vs your competition

  • how well your current marketing activity and assets are working

This work will be summarised into a situational analysis report, highlighting your key gaps and acting as the foundation on which the successful marketing strategy is built.

Marketing Strategy

“How can you win?”

Typically run as a facilitated 1/2 day workshop, I will work with you and your team to develop strategies that will ensure your organisation wins in your market and meets your long term goals.

We’ll work on getting clear on:

  • Your Business Why - why the business exists and why you do what you do

  • Your Vision, Mission and Long term Goals

  • The Business Objectives that the marketing strategy should deliver on

  • The Winning Strategy with which those objectives will be met

  • Which Markets to prioritise

  • Your Customer - profiling and the journey they take from awareness to loyalty

Marketing Plan

“Let’s make it happen!”

Time to get tactical! With the foundations now in place, we can now look at the key marketing programmes and campaigns that will form the backbone of the marketing plan.

I will deliver a written plan that will include suggested campaigns with on and offline tactics, as well as key messaging and brand tactics.

The plan will also include a comprehensive content calendar with timings and budget so that activity can be effectively tracked.

Leaving you free to make the plan happen through your own team, a trusted agency or by retaining me as a flexible marketing resource.