Digital Strategy That Aligns Every Channel
Most marketing underperforms because the channels are run as separate projects by separate people. We map the whole picture: where demand actually comes from, what each channel is responsible for, and the order to fund things in so the spend compounds instead of competing with itself.
Everything you get
- Channel audit across search, paid, social and email
- Demand and keyword landscape mapping
- Competitor positioning and share-of-voice analysis
- Budget allocation and sequencing model
- Messaging and differentiation framework
- Funnel and conversion path design
- Measurement plan and attribution model
- Martech and tooling review
- 12-month roadmap with quarterly milestones
- Internal capability and hiring gap assessment
- Executive-ready strategy document
- Quarterly review and re-planning
The process
Where you actually are
An honest baseline across every channel: what's working, what's being credited with results it didn't produce, and what's quietly losing money. This usually involves fixing measurement before anything else, because most strategy decisions get made on numbers that were never trustworthy.
Where the demand is
We map the real search and buying landscape in your market: volume, intent, who currently owns it, and what it would take to take a share of it. This is the difference between a plan built on evidence and one built on assumptions.
What each channel is for
Paid captures existing demand. Organic compounds and lowers blended cost over time. Content earns the authority both depend on. When each channel has a defined job, they stop cannibalising each other's reporting and budget.
Sequencing and budget
Order matters more than ambition. We set what gets funded first, what waits, and what the trigger is to move to the next phase, so you're not funding a 12-month organic play while the site can't convert the traffic it already gets.
Handover and review
You get a document your team can actually execute against, with owners, milestones and the measurement plan attached. We reconvene quarterly to check the assumptions against reality and re-plan where the market moved.
What you actually get out of it
Stops channels competing
Without a shared plan, paid bids on terms organic already owns, and two teams claim the same conversion. Defining each channel's job removes the double-counting and the wasted spend that comes with it.
Sequencing beats ambition
Most plans fail because everything is a priority. Deciding what gets funded first, and what has to wait, is the part that determines whether any of it works.
Decisions on real numbers
Strategy built on broken tracking is guesswork with a nicer document. Fixing measurement first means the plan can be adjusted on evidence rather than opinion.
Something a team can execute
A strategy that only makes sense in the room it was presented in isn't a strategy. You get owners, milestones and success criteria written down, whether the work happens in-house or elsewhere.
Common questions
Is this useful if we already have an agency?
Often more useful. An independent strategy gives you something to hold delivery against, and it's a lot easier to judge whether an agency is performing when the plan didn't come from the agency.
What do we actually receive?
A written strategy document with the channel roles, budget sequencing, 12-month roadmap and measurement plan, plus a working session to walk your team through it and answer challenges.
How long does it take?
Typically three to five weeks, most of which is audit and demand mapping. Rushing that part is how you end up with a confident plan built on bad data.
Do you stay on to execute it?
Sometimes, on the pieces where I'm the right person. But the document is written to be executable by whoever you choose, and it stays yours either way.
What does this cost?
Every engagement is scoped individually, so there is no price list to point you at. What moves the number: how much of the work is a fixed-scope project versus an ongoing retainer, the size and complexity of the site or account, how competitive your market is, and whether your team executes the recommendations or I do. Paid media is priced as a flat monthly fee tied to scope, never as a percentage of your ad spend, because that would reward me for spending more of your money. You get a written scope and a fixed number before anything starts, and I would rather tell you the budget is better spent elsewhere than sell you a retainer that will not work.
Ready to grow with Digital Strategy?
Book a free discovery call. I'll come to it having already looked at your account.
Tools that answer this before you call me
Built for my own client work and free to use. If one of these tells you something alarming, that's usually a good reason to talk.
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What slow or missed lead response is costing you in revenue terms.
Digital Strategy by industry
Enterprise & Fortune 500
Proven at the highest level, with active consulting engagements at Fortune 500 organisations and years of embedded experience inside a Fortune 100.
Professional Services
Consultancies, accountancies, and B2B service businesses that need to generate qualified pipeline without compromising their brand.