MARKETING STRATEGY & PLANNING
A practical marketing strategy you can actually use
Based in Norwich, working with businesses across Norfolk and throughout the UK.
Marketing can easily become a long list of things you feel you should be doing.
Social media. Emails. Advertising. Content. SEO. Events. A website that probably needs looking at.
Plenty of ideas, but no real sense of what deserves your time, budget or attention first.
I help established small businesses step back, look properly at what is happening and create a clear, practical direction for their marketing.
No enormous strategy document filled with theory. Just a plan built around your business, your customers, your resources and what you are actually trying to achieve.
Most businesses I work with are not short of ideas. Usually, there are too many.
Perhaps your marketing has developed bit by bit over the years. Different activities are happening, but there is no clear plan connecting them. Or you know you need to make changes, but you are unsure what should come first.
You might be:
putting time into marketing without knowing what is working;
jumping between activities depending on what feels urgent;
struggling to explain clearly what makes your business different;
sitting on plenty of ideas but lacking a realistic plan to implement them;
preparing to invest more in marketing and wanting clearer direction first.
A good strategy helps you decide what matters, what can wait and what you can stop worrying about altogether.
You probably don’t need more marketing ideas
You need to know which ones are worth pursuing.
What we’ll work on
Every strategy is shaped around the business, but we will usually look at six key areas.
Where the business is going and what your marketing actually needs to help achieve.
What you are already doing, what is working and where there are gaps or wasted effort.
Who you need to reach, what matters to them and what influences their buying decisions.
What makes your business a credible choice and how you can communicate that more clearly.
The useful indicators that will tell us whether the plan is moving in the right direction.
Two ways to work with me
01 /Marketing Planning Session
For businesses that need clarity and direction, but are happy to take the plan forward themselves.
We will work through your current marketing, business objectives and priorities together, then turn those conversations into a focused plan for the months ahead.
Before the session, I will gather some background information so that we can spend our time making decisions rather than starting from scratch.
We’ll cover:
your current objectives;
your key audiences;
what is and is not working;
positioning and messaging;
the channels worth focusing on;
your immediate priorities;
a practical 90-day action plan.
Best suited to: business owners or small teams that can implement their own marketing but need an experienced outside perspective and a clearer plan.
02 / Full Marketing Strategy & Plan
For businesses that need a deeper review and a clear marketing direction for the year ahead.
This is a more comprehensive piece of work. I will review your existing marketing, research your market and competitors and work with you to establish where your marketing needs to focus.
You will receive a clear strategy and practical plan that you or your team can work from.
Typically includes:
review of your current marketing;
business and marketing objectives;
audience review;
competitor and market research;
positioning and key messaging;
channel recommendations;
campaign and content opportunities;
prioritised marketing plan;
suggested timings and responsibilities;
practical ways to measure progress.
Best suited to: established businesses that need to bring their marketing together, reposition, prepare for growth or make more informed decisions about where to invest.
How it works
01/UNDERSTAND
We start with your business: where you are now, what is changing and what you want marketing to help achieve.
I look at your existing activity, audiences, competitors and wider market.
02/ REVIEW
03/ PRIORITISE
When we deliver, it’s not just a finished product - it’s a solution you can trust, backed by real care and effort.
I turn those decisions into a clear, practical marketing plan.
04/PLAN
When we deliver, it’s not just a finished product - it’s a solution you can trust, backed by real care and effort.
05/IMPLEMENT
A strategy has to work in the real world
I am not going to recommend every marketing channel simply because you could be using it.
And I will not create a plan that requires more time, budget or people than your business actually has available.
The aim is to make better decisions about your marketing - where to focus, what needs improving and what is simply creating more work than value.
Sometimes that means doing more.
Sometimes it means doing things differently.
And sometimes the most useful recommendation is to stop doing something altogether.
Frequently Asked QUESTIONS
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The strategy establishes the direction: what you are trying to achieve, who you need to reach, how you want to position the business and where your marketing should focus.
The plan turns that into action - what needs doing, when and by whom.
For most small businesses, the two work best together.
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No. I am based in Norwich and work with businesses throughout Norfolk, but I also support clients elsewhere in the UK.
Strategy projects can be delivered online, in person or through a combination of the two.
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Yes.
You can take the completed plan and implement it yourself, or I can stay involved through my Ongoing Marketing Support service and help turn the strategy into consistent activity.
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You may not need a full strategy project.
For a specific challenge or decision, a Marketing Clarity Session may be a better fit.
READY TO WORK TOGETHER?
Ready to get some clarity around your marketing?
If your marketing feels busy, inconsistent or slightly disconnected, we can start with a straightforward conversation about where the business is now and what you are trying to achieve.
I will help you work out what kind of support would actually be useful.
