Marketing strategy
We choose where your money and attention go.
Afterwards you know where your growth needs to come from, what marketing has to do about it, and what you drop from now on. Not a forty-slide plan. A framework you can test every campaign and every euro against.
What you get
One framework you can test every decision against, and a list of what you stop doing.
What is a marketing strategy?
A marketing strategy fixes what you want to achieve, with whom, with what message, and through which channels. WIT.agency makes four choices for this: your goal, your audience, your message and your channels, each with what doesn't fit. We start from where your growth needs to come from, look at what you do today and what that delivers, and only then choose where you focus. You get a workable framework instead of a bulky plan.
It differs from a marketing audit: an audit establishes where you stand, a strategy determines where you're headed. And it differs from a brand strategy: a brand strategy says what you stand for, a marketing strategy says how you reach customers with that.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“We do everything and nobody can say why.”
As long as everything is possible, nothing happens. That's where this conversation starts.
What we look at
Four choices. And four times a no too.
A strategy is a series of choices, and every choice excludes something. That's why each of the four also comes with what doesn't fit. Where the weight falls, you only find out once the numbers are on the table.
Goal
Where does growth need to come from?
More customers, bigger customers, or more from the same customers. Those three each need a different plan, and most companies try all three at once.
Audience
Who is this, and who deliberately isn't?
We sharpen who you want to reach and who you let go of. That second part is the hard half, and the reason most plans dilute.
Message
Why would someone choose you?
One reason that holds up and that your competitor can't also claim. Without that reason, every channel becomes an expensive way to say the same thing as everyone else.
Channels
Which channels get a job, and which do you let go?
We split the work across the channels that fit your audience and your budget. And we name which one you are better off stopping.
What it comes down to
From a list of actions to a series of choices.
What's there now
Goal: more brand awareness, more leads and more customer loyalty. Channels: social media, email, trade shows, SEO, ads and content.
Everything is in there, so nothing was chosen. A plan like that doesn't survive the first quarter.
What's there afterwards
Goal: bigger contracts in existing sectors. Audience: technical buyers in construction. Channels: search and trade shows. Everything else gets cut this year.
Four choices with a no attached. Every action can now be tested, and what doesn't fit is instantly visible.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
One framework that fits on one page, with the reasoning behind it. We go through it together, and after that it's yours.
- 01The four choices, each with what doesn't fit
- 02Where we believe the growth comes from, with the numbers attached
- 03What each channel needs to do, and what you stop
- 04A split of budget and attention
- 05What needs to happen first, and what can wait
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What's the goal, who do you need to reach, and what's already been tried.
at the table
Audit
We look at your numbers, your channels and your market. What works, what costs money, and what's never been checked.
grant access
Choices
We lay out the choices with the consequences attached, and where we say no. Without that no, it's a wish list.
decide
Writing
Goal, audience, message and channels in one plan, with what needs to be cut and who does what.
review
Landing
A session with whoever executes it. We adjust what turns out unworkable in practice.
bring your team together
Where it varies
If recent research exists, we use it. If your goal is already set and it's only about channels, it starts at step three.
Where it never varies
Something always gets cut. And we never write a plan we know your team can't execute.
What it costs
No rate card. One number.
A marketing strategy for a business with one audience and two channels is a different job than one for an organisation with four audiences in three countries. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How many audiences you serve.
One audience, or also candidates, partners and multiple sectors.
How much already exists.
Recent numbers and a clear direction, or a blank page.
How many channels are in play.
Two channels, or a mix with trade shows, sales and partners.
One market or several.
Each extra market needs its own choices, not a translation of the first.
Honestly
Sometimes you need something else.
You don't yet know what's going wrong today.
Look at Marketing auditYou don't have a channel problem, you have a brand problem.
Look at Brand strategyThe plan is there, but nobody guards the execution.
Look at Fractional CMOYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does a marketing strategy cost?
There's no fixed rate, because scope varies by company. Price depends on the number of audiences, existing research, the number of channels, and the number of markets.
Is a marketing strategy a fixed package?
No. The four choices are fixed, since without those four it isn't a strategy. How deep we go on each choice isn't.
How long does a marketing strategy take?
A marketing strategy runs from intake to the worked-out framework, and that timeline mostly depends on how fast the choices get made.
Do we get a thick document?
No. You get a framework that fits on one page, with the reasoning behind it for whoever wants to read it.
Do you also execute the strategy?
Yes. We can take on execution ourselves or manage your team and partners, and sometimes the answer is that your executors are fine and only lacked direction.
Who needs to be involved on our side?
Whoever can make the call, and whoever has to execute it. Usually that's leadership plus someone from sales and someone from marketing.
What's the difference with a brand strategy?
A brand strategy determines what you stand for and how you sound. A marketing strategy determines how you reach customers with that: which goal, which audience, which message, which channels.
Does this work for an SME too?
Yes, and the choices weigh heavier there. With a small budget, every channel you add is one that pulls attention away from the rest.
Choose first. Then spend.
The call where we work out whether a marketing strategy makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call