Category: Marketing Strategy and Planning

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Why You Need a Marketing Strategy, Not Just a Plan or Tactics

Professional services firms, without a senior marketer or established marketing team,  often begin marketing in very practical ways. The first marketing hire may be a junior team member tasked with keeping the website updated, posting on social media or sending newsletters. These are useful activities, but without a wider strategy they can easily become disconnected tasks rather than part of a structured approach to growth.

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How Vision, Mission and Values Win You More Business

A practical guide for business owners in professional services

There are 5.7 million private sector businesses in the UK as of 2025 which means means your potential clients have more choice than ever before when it comes to deciding who to hire. In professional services, whether you are an accountancy firm, an HR consultancy, a recruiter, an edtech business or a healthcare SaaS provider, you are rarely the only option on the table.

So what makes someone choose you?

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How to Create a Digital Marketing Strategy in 8 Steps (Plus 2 Bonus Tips)

“Great marketing is built on clarity of purpose, consistency of action and a strategy that aligns efforts with impact.” – Laura Ries

This idea gets to the heart of modern marketing that’s focused on long term sustainable, profitable outcomes, rather than quick wins or clever hacks. It’s about defining where you’re headed, being consistent in how you show up, and making sure every action supports the bigger picture.

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Digital Marketing Skills Benchmark Report

The Digital Marketing Skills Benchmark is the only study of its type and scope to look at skills across so many different industries and age groups. Rather than being based on opinion like many other studies, the benchmark core evaluates the skills of thousands of people. Published in October 2023, by Target Internet in partnership with the Chartered Institute of Marketing (CIM), the benchmark report gives you an industry reference you can trust.

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What’s your marketing game plan?

game plan - marketing strategy - create sales

A strong marketing strategy starts with clarity about the people you exist to serve.  How well do you, and your marketing processes, know who your ideal buyer or customer is; what their needs are; where they hang out; and when and why they’re likely to buy from you? How satisfied will your buyer be as a customer; how long will they remain a customer and how profitable will you be as a business? These are key questions that your marketing strategy should consider.

The Chartered Institute of Marketing says “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” A marketing strategy therefore defines your overall business’ game plan for reaching your ideal buyer, and turning them in profitable customers who buy your products or services.

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