MARKETING STRATEGY
A marketing strategybuilt around what your business actually needs
A good strategy creates focus. It connects your commercial goals, customer journey, channels, website, messaging and measurement into a clear order of operations so your team knows what matters now, what can wait and how the pieces fit together.
What goes into
the strategy
A lot of marketing strategy fails because it never becomes properly actionable — it shows up as ideas, frameworks or channel recommendations with no clear sequence, rationale or connection to how the business actually works. We treat strategy as the practical blueprint for your marketing system, not an abstract exercise. The work starts with understanding how your business makes money, who your customers really are and how they make decisions, then works through the same core inputs in a clear order so the plan is driven by your business goals rather than channel preferences.
Business goals
Strategy starts with how the business makes money and where it wants to go: revenue targets, margins, capacity, customer value and the services or products you most want to grow. Every marketing decision is then tied back to those commercial goals, so effort goes toward profitable growth rather than activity for its own sake.
Audience and demand
We define who your best customers are, what problems they're trying to solve, how they make decisions and where they look for answers. We also assess how much demand already exists, through search volumes, competitor activity and market trends, and where demand needs to be created.
Channel roles
Each channel should have a clear job. Google Ads and SEO might capture existing demand, Meta or TikTok might create it, email and retargeting might nurture it, and Google Business Profile might win local trust. We decide which channels deserve investment, in what order and with what budget, based on your market rather than what's fashionable.
Website and conversion
Your website is where most channels meet. The strategy covers the pages, messaging, offers and user journey needed to turn traffic into enquiries or sales, including landing pages for key campaigns and the improvements likely to have the biggest impact on conversion rate.
Measurement
Tracking comes first, otherwise you're guessing. We define the metrics that matter, such as leads, sales, cost per acquisition and revenue, set up or fix the tracking needed to measure them, and agree how success will be judged at each stage of the roadmap.
Case study
Insulation Company of 40+ Years
How a long-established insulation business halved its cost per lead, cut monthly ad spend and grew organic traffic fivefold in two months.
Case study
Water Filtration Company
How a water filtration company generated 53 enquiries worth $145,500 in lead value within 14 days of relaunching its Meta and Google Ads.
Case study
National Door Repair Company
How a national sliding door repair company broke into the Brisbane market, going from a handful of first-page keywords to 16 first-page rankings in just two months.
The four pillars of what we do
Digital
marketing strategy
Every channel should have a reason to exist. We build the strategy around your commercial goals first, then decide where SEO, advertising, content, creative and website improvements fit together.
Digital
Advertising
We plan, build and optimise paid campaigns across the platforms that make sense for your business, with the freedom to shift focus as performance and opportunities change.
Search engine
optimisation
SEO is treated as part of the wider marketing system, not a separate monthly checklist. We focus on site structure, search intent, useful content, local visibility and the work most likely to improve rankings and enquiries.
Marketing
audits
Sometimes the fastest way forward is to understand what is already happening. Our audits pull apart your marketing, tracking, website and campaigns so you can see what is working, what is wasting budget and what should happen next.
Next level
performance
Heat mapping
We use heat mapping and session recordings to see exactly how real visitors move through your most important pages, where they click, how far they scroll, and where attention drops off before they take action. That behavioural evidence replaces guesswork with a clear picture of what's actually happening on the page, not just what the numbers suggest might be happening. It's one of the fastest ways to spot friction on a landing page or website before it shows up as a drop in enquiries.
Creative testing
Ad creative, messaging and offers are tested systematically rather than swapped on instinct, so we can see which combinations of images, headlines and calls to action genuinely move the numbers. Every test runs against a clear hypothesis with enough data behind it to draw a real conclusion, not just a feeling about what 'looks better'. Over time this builds a picture of what actually resonates with your audience, so advertising keeps improving through evidence rather than personal preference.
12-month roadmaps
Every account gets a structured plan covering the next 12 months, so effort stays focused on the highest-impact work instead of whatever feels most urgent that week. That roadmap keeps the bigger picture clear and shows how individual campaigns and channels fit into the wider strategy. It's a living plan rather than a fixed one, though, as priorities shift the moment the data points to a better opportunity.
Reporting & analytics
Reporting is built around the numbers that actually matter to your business, leads, sales, cost per acquisition and revenue, rather than vanity metrics like impressions or clicks that look good but don't pay the bills. Performance across every channel is brought together in one place, so you can see the full picture of what's working and what isn't without having to piece it together yourself. Regular, honest reporting means decisions are always based on what the data is actually showing.
Strategy sessions
We regularly step outside the day-to-day execution to properly review performance, challenge our own assumptions and decide what genuinely deserves attention next. These sessions are where the bigger strategic questions get asked, whether a channel is still the right investment, whether the market has shifted, what should be tested next, rather than just fine-tuning what's already running. It keeps the account moving forward with intent instead of drifting on autopilot.
Dedicated account management
You work directly with people who know your business and understand the history behind your account and the decisions that led to where things stand today, rather than being passed between different points of contact. That continuity means less time re-explaining context and more time acting on it. Your account manager connects the dots across every channel we run, so strategy stays joined up instead of siloed.
Reviews
Real feedback from the businesses we work with, straight from Google.
Ethan has done a fantastic job with the SEO on our website. He took the time to properly work through the site, improve the structure, optimise the important pages and explain what he was doing along the way. Since the work commenced, I’ve already seen some very encouraging improvements in our Google visibility and rankings.
I’ve had an amazing experience working with Ethan. From day one, it’s been obvious that he genuinely cares about helping my business grow and always has my best interests at the centre of every recommendation he makes. His service is incredibly personalised, and his expertise across all areas of digital marketing is outstanding.
Ethan has been fantastic to work with. He’s currently helping us with our marketing, SEO and website landing pages, and the level of effort and knowledge he brings has been outstanding. Highly recommend Ethan and The Digital Marketing Consultants to any business looking for someone knowledgeable, reliable and committed to helping your business grow.
I have always been impressed with Ethan’s analysis and enthusiasm and thoroughness in his work for us. He has definitely made a big difference to our presence.
What makes a
strategy practical
A strategy only earns its place if someone can actually follow it. Rather than a wish list of tactics, the output is a clear roadmap — what should happen first, what comes next, what's worth testing and what should wait — with success defined through reliable tracking rather than platform vanity metrics. It has to fit your resources, connect your channels into one system instead of separate projects, and give everyone involved a clear part to play, so implementation is optional rather than assumed.
It reflects your resources
A strategy built for a large corporate budget is useless to a growing business. We plan around your real budget, team, time and capabilities, so the roadmap is achievable, and we're clear about what to prioritise when resources are limited.
It connects channels
Channels work better together than in isolation. The strategy shows how SEO, paid advertising, social, email and the website support each other, and how a customer moves from first seeing you to buying, so budget isn't wasted on disconnected activity.
It can adapt
Markets change and early results teach you things. The strategy includes a testing plan and review points, so priorities can shift when data points to a better opportunity, without losing sight of the bigger picture.
It creates ownership
A practical strategy makes it clear who is responsible for what, whether that's your team, an agency or us. It's written so it can be handed over, understood and acted on, not left in a folder after the presentation.
Next level performance starts with a clearer strategy.
Tell us where your marketing is at, what you are trying to achieve and what is getting in the way. We will help you work out the most sensible next step.
Book a strategy callOur process
Strategy call
We start with a conversation about your business, goals, challenges and what you've tried so far. This helps us understand whether a full strategy is the right next step and what it needs to focus on.
Research and discovery
We dig into your business, customers, competitors, search demand and current marketing performance, reviewing analytics, ad accounts and your website where available, and speaking with the people who know your customers best.
Strategic planning
We define positioning and key messages, target audiences, the role of each channel, budget allocation, the conversion journey and how success will be measured, with the reasoning behind every recommendation.
Roadmap development
The strategy becomes a practical roadmap: what happens first, what comes next, what should be tested and what can wait, with timelines, budgets and responsibilities so it can actually be executed.
Presentation and rollout
We walk you through the strategy and roadmap in detail, answer questions and help you plan implementation, whether that's with your team, your existing agency or with us.
Frequently asked
questions
Is this a theoretical strategy or a practical plan?
A practical plan. It's built around your real budget, team and market, with a clear sequence of actions, timelines and responsibilities, so it can be implemented rather than admired.
Can you implement the strategy as well?
Yes. We can implement all or part of it, including paid advertising, SEO, landing pages and tracking, under our flexible retainer. There's no obligation to do so.
Can we give this strategy to our existing agency or internal team?
Absolutely. It's written to be handed over and acted on by whoever is doing the work, and we can walk your team or agency through it.
Do we need an audit before doing a strategy?
Not always. If you have existing marketing and data, an audit provides a valuable baseline. For newer businesses or campaigns, we can build the strategy from research and discovery alone.
How detailed is the strategy?
Detailed enough to act on: channel roles, budgets, priorities, messaging, the conversion journey, tracking and a phased roadmap. It avoids unnecessary theory and focuses on decisions.
What if the strategy says we shouldn't run certain channels?
Then that's the recommendation. Because we're independent, we're not tied to selling any particular channel. Not every channel suits every business, and saying no to the wrong ones is part of good strategy.
Is this suitable for small businesses?
Yes. Small and medium-sized businesses often benefit most, because a clear strategy helps limited budgets go further and prevents money being spread thinly across too many channels.
Is this a one-off engagement?
It can be. Many clients engage us for a one-off strategy, while others add periodic reviews or ongoing implementation. You choose what suits you.
How long does a digital strategy take?
Typically two to four weeks, depending on the size of the business, the number of channels involved and how much research is needed. We'll confirm timing at the start.
What do you need from us to build the strategy?
Time for a discovery conversation, access to relevant analytics and ad accounts, and insight into your customers, sales process and goals. The more we understand the business, the more useful the strategy.
Will the strategy include budgets?
Yes. It includes recommended budget ranges by channel and phase, based on your goals, customer value and market costs.
Is this suitable if we already have an agency?
Yes. An independent strategy gives you a clear direction and a way to hold execution to account. Your agency can implement it, and we can work alongside them.
Does the strategy include creative ideas?
It includes positioning, key messages, offers and creative direction for each channel. Detailed creative production can be part of implementation.
How is this different from what an agency would give us?
Agencies often recommend the channels they sell. Our strategy is independent, covers your whole marketing system and is shaped by your business goals, not a service package.
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Let's talk about your marketing
Tell us a little about your business, what you are currently doing and where you want to get to. We will come back to you with a clear idea of what the next conversation should focus on.