A strategy is a set of choices about where your money and effort go, and, just as importantly, where they stop going. The engagement starts with evidence: your analytics, your market, your competitors’ actual footprint, what each channel could plausibly return for a business your size. It ends with a document that makes the choices explicit and sequences them by impact.
What makes it executable is specificity. Not “invest in content” but which twenty pages, targeting which terms, in which order, at what cost, expected to move which number. Every line has an owner and a review date. And the plan is written to work whether your team delivers it, I do, or a mix of both.
The strategy engagement delivers
- Situation audit: channels, measurement, content and competitive position
- Channel-by-channel opportunity sizing with honest expected returns
- A sequenced twelve-month roadmap with budgets and owners
- The not-doing list: activities to stop funding, and why
- KPI framework and reporting cadence for holding it all accountable
- A working session to pressure-test the plan with your team