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Understanding what your marketing is going to achieve and deciphering the noise is the key to a functional and optimised marketing strategy!
Practice makes perfect, your marketing isn’t a one size fits all solution. Your business, area, market and personas are so unique. It takes time to find the right formula to you!
A marketing strategy is your overarching game plan or long-term goal; it defines who you are targeting, what your value proposition is, and what you want to achieve. A marketing tactic is the specific action or tool you use to execute that strategy.
Think of the strategy as the destination on a map and the tactics as the vehicle that gets you there.
Strategy Example: Position a local boutique as the premier sustainable fashion brand for young professionals in the city.
Tactic Example: Launching a targeted Instagram video ad campaign highlighting eco-friendly fabrics, or running an email marketing sequence offering a 10% discount to new subscribers.
Generally, it takes 4 to 6 months to start seeing measurable results from a Search Engine Optimisation (SEO) strategy. Unlike paid advertising, which can drive traffic instantly, organic search growth is a long-term investment.
Google’s spiders need time to crawl, index, and evaluate the authority of your new content. Initial traction usually appears as improved keyword rankings for less competitive, long-tail search queries, followed steadily by an increase in organic impressions and website conversions.
As a general rule of thumb, the Small Business Administration (SBA) recommends that profitable small businesses allocating 7% to 8% of their gross revenue to marketing if they are making less than £5 million a year.
However, this allocation varies depending on your business growth stage:
Launch Phase / High Growth: If you are a new business or launching a brand-new product, you may need to invest 12% to 20% of your projected revenue to build market awareness.
Maintenance Phase: Established brands with strong organic visibility can often sustain growth by reinvesting 5% to 10% of their revenue back into digital marketing.
Defining your target audience requires a blend of quantitative data analysis and qualitative customer research. You can build accurate buyer personas by following these three steps:
Analyse Existing Data: Review your website and social analytics (like Google Analytics 4) to find core demographic trends, such as age, location, gender, and preferred devices.
Identify Pain Points: Speak directly with current customers or your sales team. What specific problem does your product solve for them? What were their hesitation points before buying?
Conduct Competitor Research: Look at who your direct competitors are targeting in their ad copy and social media engagement to spot gaps in the market.
Prioritizing tasks in a fast-paced marketing department is best handled using the Eisenhower Matrix, which separates tasks by urgency and importance.
Junior marketers should focus on dividing their daily workload into four quadrants:
Do First: High-impact tasks with strict deadlines, like launching an ad campaign scheduled for today.
Schedule: Critical long-term strategic work without an immediate deadline, such as keyword research for next month’s blog posts.
Delegate: Tasks that can be automated or assigned to templates, like basic social media formatting.
Eliminate: Low-value, time-wasting activities that do not tie back to core marketing Key Performance Indicators (KPIs).
Weekly marketing reports should focus on data that reflects active performance trends rather than overwhelming stakeholders with vanity metrics. The specific data points depend on the channel you are managing:
For Paid Ads (PPC): Focus on Cost Per Click (CPC), Click-Through Rate (CTR), and Cost Per Acquisition (CPA).
For Organic Social Media: Track Engagement Rate (likes + comments + shares divided by total reach) rather than just raw follower count.
For Content Marketing/SEO: Prioritise Organic Traffic Impressions, Click-Through Rate from Search Engine Results Pages (SERPs), and targeted keyword ranking movements.
Digital marketing is the practice of promoting products, services, or brands using the internet and electronic devices. Unlike traditional marketing (like billboards, print ads, or TV commercials), digital marketing allows businesses to communicate directly with their ideal customers in real-time and track exactly how well their campaigns are performing.
The core pillars of digital marketing include:
Search Engine Optimisation (SEO)
Paid Search Ads (PPC)
Social Media Marketing
Email Marketing
Content Marketing (Blogging and Video)
A keyword is any word or phrase that a person types into a search engine like Google or YouTube when they are looking for information, a product, or a service.
In marketing, keyword research is the process of finding out exactly what terms your target customers are using. By naturally placing these specific keywords into your website text, blogs, and product descriptions, you help search engines understand what your page is about so they can show it to the right searchers.
