Marketing Strategy & Consulting Services

Why Your Business Needs a Robust Marketing Strategy

In today’s competitive landscape, a well-crafted marketing strategy isn’t just an advantage – it’s a necessity. Whether you’re a small business looking to expand your reach or a larger company aiming to streamline your marketing efforts, having a clear, strategic plan is essential. This is where I come in. As a boutique branding and marketing agency, I specialize in helping businesses like yours develop comprehensive marketing strategies that align with your goals and drive tangible results.

For professional assistance with your marketing strategy, book a free discovery call to learn more.

Marketing Strategy & Consulting Services

Marketing Audits

A thorough review of your existing marketing initiatives is the foundation for future success. My marketing audits focus on evaluating your current strategies, identifying strengths and weaknesses, and providing actionable recommendations. By analyzing key performance metrics and comparing your efforts to industry best practices, I help you refine your approach and maximize your marketing impact.

• Comprehensive review of current marketing initiatives
• Identification of strengths, weaknesses, opportunities, and threats (SWOT analysis)
• Actionable recommendations for improvement

Annual Marketing Plans

Creating a strategic annual marketing plan is crucial for sustained growth. Using the Traction model, I help you evaluate various marketing channels to identify the most promising and highest-ROI opportunities for your business. This comprehensive plan includes a detailed budget, ensuring that your marketing efforts are both effective and efficient.

• Development of a complete annual marketing plan
• Evaluation of marketing channels using the Traction model
• Identification of highest-ROI opportunities based on your specific business goals
• Detailed financial planning to optimize resource allocation (based on your budget)

Fractional CMO Services

For businesses seeking expert oversight without the cost of a full-time executive, my fractional CMO services offer a perfect solution. I oversee and manage your entire marketing operation, from strategy development to vendor management. While I do not execute individual marketing campaigns in this capacity, I ensure that all initiatives are aligned with your overall business goals and are executed effectively by your team and external vendors.

• Strategic oversight of your entire marketing operation
• Coordination and management of marketing vendors and campaigns
• Helping to hire, onboard, and manage in-house marketing staff
• Deep expertise without the cost of a full-time executive

General Marketing Consulting

Sometimes, businesses need guidance on specific aspects of their marketing without a full audit or comprehensive plan. My general marketing consulting services are flexible and tailored to your immediate needs, providing expert advice on various marketing challenges.

• Advice on specific marketing challenges
• Flexible and tailored consulting sessions
• Strategic insights and recommendations
• Support for short-term and long-term goals

My Approach to Marketing Strategy

Understanding and Evaluating Your Business

The first step in any successful marketing strategy is understanding the unique aspects of your business. During our initial consultation, I take the time to learn about your company’s history, mission, target audience, and marketing goals. This holistic understanding allows me to tailor a strategy that is specifically designed to meet your needs.

If your business already has marketing initiatives in place, we will discuss how to optimize these efforts. I analyze your current strategies, identify areas for improvement, and provide actionable recommendations. My goal is to help you enhance the effectiveness of your marketing campaigns, ensuring they deliver the best possible results. In the context of developing your overall marketing plan (covered in the next section), we will evaluate whether to keep, modify, or remove your existing initiatives. For those we retain, we can discuss adjustments to budgets and approaches to maximize their impact and align them with your broader marketing strategy.

Developing Your Marketing Plan & Budget

Once I have a thorough understanding of your business, we move on to developing a detailed marketing plan. This plan outlines your marketing goals, the strategies to achieve them, and the metrics we will use to measure success. Key components of the plan include:

• Market Research and Analysis: Identifying market trends, competitor strategies, and customer preferences.
• Target Audience Segmentation: Defining your ideal customer profiles and understanding their behaviors and needs.
• Marketing Initiative Evaluation & Selection: Selecting the right combination of marketing and advertising initiatives to reach your target audience effectively.
• Budget Allocation: Ensuring that your marketing budget is used efficiently to maximize ROI.

Setting Up Analytics and Reporting

Understanding the performance of your marketing campaigns is crucial for ongoing success. I help clients set up robust analytics and reporting systems that provide valuable insights into campaign performance. This includes:

• Tracking Key Metrics: Monitoring important metrics such as website traffic, conversion rates, and customer engagement.
• Regular Reporting: Providing detailed reports that highlight the success of your campaigns and areas for improvement.
• Data-Driven Decision Making: Using data insights to make informed decisions about future marketing strategies.

Building Your Marketing Team

As you execute your marketing strategy and your business grows, you may need to expand your marketing team. This may include new staff members or specialty marketing vendors to carry out specific initiatives. I can help with:

• Selection: Helping you choose the right vendors and staff members based on your specific needs and budget.
• Onboarding: Ensuring a smooth transition and effective collaboration with new vendors and staff members.
• Management: Overseeing vendor and staff member performance to ensure they deliver quality results.

I have established relationships with many marketing vendors, advertising partners, and creative professionals. For certain marketing and advertising initiatives, I can recommend trusted partners to help you achieve your goals.

Acting as Your Fractional CMO

Many of my clients use me as a fractional CMO, leveraging my expertise to guide their marketing efforts without the cost of a full-time executive. Common tasks in this role include:

• Develop and Oversee Marketing Strategies: Creating and managing comprehensive marketing strategies that align with your business goals.
• Coordinate Marketing Teams: Ensuring that all team members and vendors are working together effectively.
• Regular Strategy Reviews: Conducting periodic reviews to assess the performance of your marketing initiatives and make necessary adjustments.

Types of Marketing & Advertising Initiatives

Over the years, I have worked with many clients on almost every form of marketing campaign that exists. Here’s how they break down:

Digital Marketing Initiatives

• Search Engine Optimization (SEO): Enhancing your website’s visibility on search engines to attract more organic traffic.
• Pay-Per-Click (PPC) Advertising: Running targeted ads on platforms like Google Ads to drive immediate traffic and conversions.
• Social Media Marketing: Creating and managing campaigns on platforms like Facebook, Instagram, and LinkedIn to engage with your audience and build brand awareness.
• Content Marketing: Developing valuable content such as blog posts, videos, and infographics to attract and retain a clearly defined audience.
• Email Marketing: Crafting personalized email campaigns to nurture leads and drive customer engagement.
• Influencer Marketing: Partnering with influencers to promote your brand and reach a broader audience.
• Affiliate Marketing: Collaborating with partners to promote your products or services in exchange for a commission on sales generated.

Traditional Marketing Initiatives

• Print Advertising: Placing ads in newspapers, magazines, and other print media to reach a local or targeted audience.
• Direct Mail: Sending promotional materials directly to potential customers’ mailboxes to create a personal touch.
• Broadcast Advertising: Utilizing television and radio commercials to reach a wide audience with your message.
• Outdoor Advertising: Using billboards, transit ads, and other outdoor media to capture the attention of passersby.
• Public Relations: Managing your brand’s image and relationships with the media to generate positive publicity.
• Event Sponsorship: Sponsoring local or industry events to increase brand visibility and connect with your target audience in person.

Grassroots Marketing Initiatives

• Branded Swag Programs: Distributing custom-branded gifts to customers, potential customers, and key stakeholders to enhance brand loyalty and recognition.
• In-Person Networking: Attending local meetup groups and professional events to network and build relationships with other professionals.
• Community Engagement: Participating in local events and supporting community initiatives to build strong, personal connections with your audience.
• Street Team Marketing: Deploying a team to distribute flyers, samples, or promotional materials in high-traffic areas.
• Referral Programs: Encouraging your existing customers to refer new customers by offering incentives and rewards.
• Workshops and Seminars: Hosting educational events to showcase your expertise and build relationships with potential clients.
• Partnerships with Local Businesses: Collaborating with other businesses to cross-promote and expand your reach within the community.

For another view of potential growth channels that your business might consider, check out my Growth Channels slideshow (also available through the Client Resources portal on this website).

Why S.MICHAEL Creative Branding?

With over a decade of expertise in branding and marketing, I am well-equipped to help your business thrive. Whether you need a comprehensive marketing strategy, insights on refining existing initiatives, or expert management of marketing vendors, I have the experience and desire to help.

My services are particularly advantageous for established businesses with annual marketing budgets ranging from six to seven figures, offering substantial value and strategic growth. Here are some examples of clients fitting this profile whom I have significantly helped to grow:

Kitay Law Offices Grew 5X in Five Years

Kitay Law Offices grew from $1M/year to over $5M/year within five years after implementing my recommended marketing strategy. They continue to expand in 2024 and I am proud to be part of their journey. As their fractional CMO, I help the partners and leadership team manage a $1M+ annual marketing budget with over a dozen marketing initiatives and several vendors, many of whom I referred to the firm through my professional network. Their marketing mix today spans the entire range from digital marketing to traditional and grassroots marketing. Examples include multiple paid advertising campaigns (PPC), organic search (SEO), branded merchandise programs, billboards, radio, local events, strategic partnerships, and more. Here’s a photo from the initial strategy session I facilitated for them back in 2017:

DermResearch Achieved 15K+ Email Subscribers and a Successful Exit

DermResearch, Inc. significantly expanded their digital marketing efforts, particularly in email marketing, after retaining my services in 2017. Their email list grew to over 15,000 subscribers, contributing to a successful exit in 2021 when they were acquired by Vial Health Technology Inc. While I primarily managed their websites, technical infrastructure, and email marketing program in conjunction with another creative partner, I also assisted with their rebrand in 2018 and consulted often on related matters. I additionally assisted with integrating other digital marketing initiatives, including Social Media & Google Ads.

Tammy Lally Grew from Google, Email Marketing, and TED.com

Tammy Lally experienced significant growth through a multifaceted marketing strategy. While branding excellence was at the core of her success, we also implemented a comprehensive strategy that included Search Engine Optimization (SEO), Email Marketing, and successfully applying for a TED Talk. Her talk was featured on the front page of TED.com and has garnered over 2 million views. This exposure, combined with ongoing business generated through Google and email marketing, has made her a household name in her field and ensured a steady stream of new business opportunities.

While I excel in managing robust marketing budgets for established clients, I am equally adept at developing budget-conscious strategies for newer businesses and solopreneurs. In scenarios where resources are limited, I focus on creative, scrappy strategies to drive early revenue, laying the foundation for future growth and scalable marketing investment.

Take the Next Step

Ready to elevate your marketing strategy and grow your business? Book a free discovery call to start the conversation. Together, we can craft a tailor-made marketing plan that propels your business towards its goals.