Marketing Strategy
Get clear on who your target audience and ideal clients are, what you want to say to them, and what actions you want them to take.
"I don't know what to post because I don't have a strategy."
"I'm posting consistently, but I'm using AI to write it, and it doesn't really sound like me."
"I'm showing up, but I have no idea if any of it is actually working."
If any of that sounds familiar, your problem is likely to be a lack of a marketing strategy. Without one, marketing will always feel like a chore rather than something that genuinely works for your business.
What I do (and what I don't)
I'm not a traditional marketer: I probably won't talk to you about product placement, pricing strategy, or the full marketing mix. That's a different discipline, and some people do it brilliantly.
I do communications and content strategy. I help service-based, mainly B2B businesses get clear on their messaging and positioning, their audience, where to find them, and how to reach them.
Getting this right changes everything that follows. When you know exactly who you're talking to and what you want them to feel, the copy almost writes itself.
Here's what it looks like in practice:
Marketing strategy and planning
A clear, practical strategy for how your business shows up and communicates, who you're talking to, what you're saying, which channels make sense for you, and how it all fits together. Not a lengthy document that sits in a drawer, but something you can actually use. I'll also help you figure out which marketing channels are worth your time and which ones you can safely ignore (spoiler alert, it’s probably TikTok).
Content plans
Knowing your strategy is one thing. Knowing how to consistently execute it, week after week, is another. I turn strategy into a practical content plan, a clear roadmap of what to create, when, and why, so you stop staring at a blank page, wondering what to post.
Content audits
Before you write another word, it's worth understanding what's already out there. A content audit looks honestly at what you have, what's working, what isn't, and where the gaps are. Most businesses skip this step. Most businesses also wonder why their content feels like it's going nowhere.
Ideal Client Profile (ICP) and target audience work
Your ideal client profile (ICP) is the foundation of everything. If you don't know exactly who you're talking to, their challenges, their priorities, and what keeps them up at night, your marketing will always feel ‘off’. I help businesses get specific about who their best clients really are, so every piece of content speaks directly to the right person.
PR and press releases
I've been on both sides of the journalist's desk, which means I know what makes a press release worth reading and what makes it go straight in the bin. I can write press releases, identify the right contacts, and follow up on your behalf, giving your business the kind of coverage that money can't buy.
How I work
This is strategy and ‘thinking’ work. My job is not to execute. I'm not here to manage your social media accounts or schedule your posts (if you really don’t want to do it yourself, we can have a conversation, or I can connect you with trusted partners who do this, day in, day out). My job is to make sure that when content goes out, it's the right content, for the right people, saying the right thing.
Each new client relationship starts with a conversation about where your business is now and where you want it to go, and we work from there. Strategy work is always handled by me personally - it's not something I'd ever hand off.
If your marketing feels like it's going round in circles, let's get it straightened out.
[Book a free introductory call]
Or drop me a line at hello@redandwhitemedia.co.uk
