Marketing Strategy

Marketing Strategy in Surrey — Clarity, Focus, Results

Turn scattershot marketing into a growth system.
A solid marketing strategy aligns your brand, audience, and budget around a clear plan that wins attention and converts it into revenue. Based in Guildford and serving Surrey, we help ambitious businesses build a practical, measurable strategy—so every channel, campaign, and piece of content pulls in the same direction.

Why a Strategy (Not Just More Tactics)

Tactics without strategy are expensive experiments. A joined-up plan delivers:

  • Clarity: Know exactly who you’re for, what you offer, and why you’re different.

  • Focus: Spend time and budget on the few things that move the needle.

  • Consistency: Joined-up messaging across website, content, search, social, and email.

  • Efficiency: Build once, repurpose everywhere, and reduce duplicated effort.

  • Accountability: Measurable goals, defined KPIs, and a cadence for improvement.

What We Deliver (Your Strategy Toolkit)

We don’t leave you with a slide deck. You’ll get a field-ready pack your team can use the same day:

  • Positioning & messaging (value proposition, proof points, elevator pitch)

  • Ideal customer profiles & personas (jobs, pains, triggers, buying committee)

  • Channel plan & budget (organic, paid, partnerships, events)

  • Content & SEO plan (pillars, topics, keyword themes, editorial calendar)

  • Lead gen & lifecycle (offers, funnels, emails, automations, nurture paths)

  • Website roadmap (UX priorities, CRO tests, key pages, trust elements)

  • Experiment backlog (A/B tests, creative hypotheses, learning goals)

  • Measurement model (KPIs, dashboards, attribution approach, review rhythm)

  • 90-day action plan (who does what, when, and how we’ll know it worked)

Our Strategy Framework (Simple, Practical, Repeatable)

1) Diagnose
We audit your market, competitors, past campaigns, analytics, messaging, and website performance. We identify quick wins and deeper blockers.

2) Define
We sharpen your positioning, audience segments, and core offer. We agree goals and guardrails: timelines, budget, approvals, and success criteria.

3) Design
We shape the channel mix (SEO, content, social, email, PR, paid media), map journeys, and build the editorial calendar and campaign concepts.

4) Deploy
We align teams, set up tracking, and launch with a clear 90-day plan—quick wins first, compounding plays next.

5) Measure
We track leading and lagging metrics: visibility, engagement, pipeline, revenue. Monthly insights focus on what to do next.

6) Improve
We double down on winners, iterate under-performers, and add new experiments to the backlog.

Positioning & Messaging (Make Choice Easy)

People choose the brand that explains value fastest. We craft:

  • Value proposition that speaks to outcomes (not features)

  • Differentiators you can defend (category POV, service model, proof)

  • Message hierarchy: homepage promise → service benefits → proof/CTA

  • Elevator pitch & boilerplates for sales decks, PR, and social bios

Ideal Customers & Segmentation (Who You’re For)

We define the buyers most likely to succeed with you:

  • ICPs & personas: goals, pains, triggers, objections, success indicators

  • Buying committee: who influences, who decides, who uses

  • Journeys: search behaviour, content needs, decision criteria, trust signals

  • Prioritisation: which segments to target first, and why

Channel Strategy (Meet Customers Where They Are)

We recommend the channel mix that fits your audience and budget:

  • Website & SEO: service pages, topic clusters, FAQs, local SEO for Surrey searches

  • Content marketing: long-form guides, case studies, calculators, short videos

  • Social media: platform-specific plans (Instagram, LinkedIn, TikTok, YouTube)

  • Email & CRM: lead magnets, nurture flows, lifecycle triggers, retention

  • Paid media: search/shopping, paid social, retargeting, creative testing

  • PR & partnerships: thought leadership, directories, events, co-marketing

Rule of thumb: Start with 2–3 primary channels you can run well, expand as momentum builds.

Content & SEO Plan (Education That Converts)

We build a calendar rooted in search intent and buyer questions:

  • Content pillars aligned to your services and ICP problems

  • Keyword themes for each pillar (short- & long-tail, local variants)

  • Formats by funnel stage (TOFU/MOFU/BOFU) and platform

  • Production rhythm with repurposing (one hero piece → multiple cut-downs)

  • On-page SEO standards: titles, meta, H1–H3, internal links, schema

Offers, Funnels & Lifecycle (From Interest to Action)

Strategy becomes revenue when the path is clear:

  • Compelling offers: audits, calculators, checklists, free trials, workshops

  • Landing pages: one promise, one CTA, strong proof (testimonials, stats)

  • Nurture flows: welcome series, education tracks, case-study drips, re-engagement

  • Sales enablement: one-pagers, comparison tables, ROI stories, proposal templates

  • Post-purchase: onboarding emails, usage tips, review asks, referral nudges

Budgeting, Forecasting & Experimentation

We apply funnel math so expectations match reality:

  • Forecast models: traffic → CTR → conversion → pipeline → revenue

  • Budget split: owned (website/content/SEO) vs. paid (search/social) vs. brand

  • Experiment backlog: hypothesis, metric, variant, sample size, next action

  • CRO focus: headlines, forms, offers, proof, page speed, navigation

Website Roadmap & CRO (Make Progress Inevitable)

Your website is the conversion engine. We plan:

  • Must-have pages: homepage, service pages, pricing/approach, proof, contact

  • Trust layer: testimonials, case studies, logos, accreditations, policies

  • UX fixes: navigation clarity, mobile menus, readable typography, contrast

  • Performance: image optimisation (WebP), script hygiene, Core Web Vitals

  • CRO tests: above-the-fold value prop, sticky CTAs, form steps, live chat

Measurement That Matters

No vanity dashboards—just the numbers that link to outcomes:

  • Visibility: impressions, rankings, share of voice

  • Engagement: time on page, scroll depth, video plays, saves/shares

  • Acquisition: sessions by channel, cost per lead, cost per acquisition

  • Conversion: form fills, calls, bookings, assisted conversions

  • Revenue: pipeline value, win rate, customer acquisition cost vs. LTV

Cadence: weekly check-ins (doing), monthly reviews (learning), quarterly planning (direction).

Example 90-Day Plan (How We Start Fast)

Days 1–30 — Audit & quick wins

  • Fix critical technical SEO/CWV issues, clarify homepage/service messaging, add trust signals.

  • Set up dashboards, UTM tracking, and a light content calendar (1–2 hero pieces).

Days 31–60 — Build momentum

  • Publish/supporting content (topic clusters), launch first lead magnet + email nurture.

  • Start first paid test (search or social) + CRO test on top service page.

Days 61–90 — Scale winners

  • Expand what’s working; cut what isn’t.

  • Add second lead magnet, deepen nurture, roll out successful CRO patterns across pages.

Packages (Example Structures)

We’ll tailor scope and pricing after a quick consultation. Use these as starting points:

Strategy Sprint (4 weeks)

  • Discovery workshop & audit

  • Positioning & message map

  • Channel plan & 90-day roadmap

  • KPI framework & dashboard setup

  • Handover session + next steps

Growth Plan (8–10 weeks, most popular)

  • Everything in Sprint

  • Editorial calendar & SEO/Content pillars

  • Offers/funnel design + first lead magnet

  • Website CRO plan + first test

  • First paid media pilot & reporting

Fractional CMO (3–12 months)

  • Quarterly strategy & monthly plans

  • Team leadership & vendor management

  • Integrated content/SEO/social/paid programme

  • CRO & analytics cadence

  • Board-level reporting & budget planning

Mini Success Stories

  • Professional services: Clear positioning + new service pages + LinkedIn content raised qualified enquiries by 35% in 90 days.

  • Local retailer: SEO content pillars and a simple offer funnel increased organic revenue by 48% year-on-year.

  • Hospitality group: Website refresh + social calendar + community ads lifted mid-week bookings by 22%.

FAQs

How long until we see results?
Quick wins appear within weeks (messaging clarity, UX, technical fixes). Sustainable gains typically compound over 3–6 months, depending on competition and cadence.

Can you work with our existing team/agency?
Absolutely. We can lead strategy while your team or current suppliers execute, or we can provide full execution across content, SEO, social, and paid.

Do you lock us into a single platform?
No. We’re platform-agnostic—WordPress, Squarespace, Shopify, HubSpot, GA4, Looker Studio and more.

What about budget levels?
We’ll propose a split that fits your goals. Many SMEs start with a focus on owned channels (website, content, SEO) while testing a light paid layer.

Can you help with brand positioning too?
Yes—see our Branding service. Strategy and brand are strongest when developed together.

How to Prepare (So We Hit the Ground Running)

  • Share recent performance: analytics access, top pages, best/worst campaigns.

  • Clarify goals: revenue targets, timelines, constraints, “must wins.”

  • Audience insight: customer lists (for patterns), reviews, sales FAQs.

  • Assets: brand guidelines, product/service descriptions, case studies.

  • Decision makers: who approves what, and when.

Why Choose Marketing Management Surrey

  • Joined-up team: strategy, content, SEO, social, web and analytics under one roof.

  • Local insight: Guildford-based with hands-on knowledge of Surrey audiences.

  • Clear, accountable process: no jargon—just plans, execution, and measurable results.

  • Momentum mindset: decisive 90-day starts, monthly improvements, and long-term value.

Ready to Build a Strategy That Works?

Let’s turn marketing into a system that delivers consistent growth. We’ll begin with a quick consultation, review your current setup, and map a focused plan for the next 90 days.