What you get
A strategy isn't a hundred-slide deck that gets read once. Our goal is a working tool you come back to every time you make a marketing decision. It typically includes:
- a concise summary of the market, your competitors and where your company stands among them;
- a profile of key customer segments: what matters to them, what stops them from buying, where they look for solutions;
- positioning and core messages for each segment;
- the role of each channel and the order in which to launch them;
- budget scenarios and the metrics used to measure results;
- a plan of priority actions with clear ownership.
Who needs a strategy, and who doesn't yet
You need one if you're launching a new product or entering a new market, if several channels are running at once with no big picture, if the business is growing and gut-feel decisions no longer work, or if you plan to significantly increase your marketing budget and want to know where it should go.
It may be overkill for a very small business with one sales channel that performs consistently. There, it makes more sense to invest in improving that channel than in a lengthy document. A strategy also won't replace the product: if customers aren't happy with what you sell, marketing will only speed up their disappointment.
Full strategy or a marketing audit
A full strategy covers the market, audience, positioning, channels and plan. It's the largest scope of work, and it pays off for new products, major business changes or large budgets.
An audit of your current marketing is a shorter format. We look at what already works, where money and customers are being lost, and deliver prioritized recommendations. It's a fit when the basics are clear but results fall short.
A strategy for a specific initiative — for example, expanding into a new region or launching online sales for a company that has only sold offline.
Why the customer journey matters
Few people buy after their first contact with a brand. A person first becomes aware of a problem, then compares options, reads reviews, comes back to the website and only then reaches out. Each stage needs its own channels and messages.
For example, social media and video help you get noticed; search and comparison articles help you get chosen; remarketing and email help bring people back. When a business puts everything into one stage and leaves the rest empty, customers get lost in between. In the strategy, we spell out what happens at each step and who owns it.
Working with channels
We aren't tied to a single tool, so we can compare channels honestly. SEO delivers a steady flow of traffic but grows slowly. PPC brings customers right away but stops when the budget does. Social media builds trust and awareness but rarely drives direct sales in complex niches. Email and loyalty programs work with people who have already bought.
The strategy defines the right mix of these tools for your business and the order in which to launch them.
We also prepare budget scenarios. Minimum: what to do if money is tight and you need to focus on one or two channels. Baseline: a balanced set of tools for a steady flow of customers. Extended: what to add if early results confirm the hypotheses and the business is ready to grow faster. For each scenario, we explain what you give up and what risks you take on. That way, budget decisions are deliberate rather than based on “whatever we can spare.”
For a deeper look at the competitive landscape, we can run a separate competitor analysis.
What we need from you
- Time with the owner or a senior leader for interviews — without it, the strategy will be disconnected from real business goals.
- Access to data: website analytics, ad accounts, your CRM or at least a sales spreadsheet.
- A conversation with your sales team: they know what customers ask and why they walk away.
- Honest information about unit economics: margin, average order value, repeat purchases.
- Contacts of a few customers for short interviews, if possible.
How to tell the strategy is working
We don't promise that a strategy alone will increase sales by a specific percentage. It gives your decisions structure; results depend on execution, the market and the product. What the strategy does include are metrics that show whether you're moving in the right direction: customer acquisition cost, share of repeat purchases, conversion rates at key stages.
To measure these metrics, you need properly configured analytics. If that's a problem, we recommend starting with a web analytics audit. Revisit the strategy once results from the first tests come in, rather than leaving it on the shelf.
Common mistakes
- Copying a competitor. Their channels may work because of a different budget, brand or product.
- Launching everything at once. Then it's impossible to tell what drove the results.
- Targeting “everyone.” A message for everyone resonates with no one.
- Separating marketing from sales. Leads that nobody follows up on in time never become customers.
What affects the cost
- Format: a full strategy, an audit or a single-initiative strategy.
- Number of markets, products and audience segments.
- Data availability: whether analytics and a CRM are in place or everything has to be gathered from scratch.
- Research depth: whether customer interviews, surveys or in-depth competitor analysis are needed.
- Support after the presentation: help with launch and plan reviews.
FAQ
Do I need a strategy if ads are already bringing in customers? Not necessarily, but it helps if you plan to grow: what works at your current volume doesn't always scale.
Do you only write the strategy, or execute it too? We can do both. But we write the strategy so that any team can execute it, including your own.
Do you account for AI search and new channels? Yes, if they're relevant to your audience. But we don't chase trends for their own sake: every new channel has to be justified.
How often should the strategy be reviewed? When the product or market changes, or results differ significantly from expectations. Short regular reviews are more useful than rare major ones.
Why Promodex
Since 2015, Promodex has brought marketers, SEO specialists, advertising experts, designers and developers together on one team. That's why our strategies account not only for channels but also for whether your website is ready for them, whether analytics is set up and how much effort implementation will take. We explain where every recommendation comes from and tailor the engagement to your goals and budget.
