Strategy

Goals, priorities and decisions to make before spending on marketing.

76 articles6 categories

Define Measurable Goals Before Spending on Marketing

Without a defined reference action, any result looks good and none really is. How to set goals in a useful way.

27 Jul 20265 minRead

Objectives You Can Actually Measure

"More visibility" isn't an objective, it's a wish. How to turn it into something you can check at the end of the quarter.

26 Jul 20266 minRead

Strategy

The Questions to Ask Before Starting a Project

A poor brief gets paid for in revisions. Eight questions that clear up in half an hour what would otherwise surface once work is under way.

24 Jul 20265 minRead

Strategy

How to Split the Budget in the First Year

Spending everything on advertising while the site doesn't convert is the fastest route to concluding that advertising doesn't work.

16 Jul 20266 minRead

Strategy

When to Close a Channel (and How to Do It Without Regrets)

Keeping an unproductive channel open costs more than the channel: it costs the attention it takes from the others.

8 Jul 20265 minRead

Strategy

A Simple Funnel for Businesses Without a Marketing Department

You don't need a complex system. You need three clear stages and the discipline to cover all of them, instead of tending to just one.

1 Jul 20266 minRead

Strategy

Watching Competitors: What Helps and What Is Just Anxiety

Copying what others do produces a market of clones. There are, however, three things worth observing.

29 Jun 20266 minRead

Strategy

What Makes a Landing Page Actually Convert

A landing page has one job. The elements that serve it — and the ones that, however attractive, get in its way.

21 Jun 20266 minRead

Strategy

Positioning in One Sentence

If it takes a paragraph to explain what you do, the problem isn't the writing: it's the choice that hasn't been made yet.

19 Jun 20265 minRead

Strategy

Website or Social: Where to Start with a Limited Budget

The answer isn't the same for everyone — it depends on how people look for you today. The criteria to decide without wasting the first investment.

13 Jun 20265 minRead

Strategy

Describing Your Typical Client Without Inventing Them

Profiles with made-up names, ages and hobbies serve no purpose. What you need comes from real conversations.

10 Jun 20266 minRead

Strategy

Growing Without Raising the Budget

Before increasing spend, check how much is being lost along the way. There's usually more than you'd expect.

27 May 20266 minRead

Strategy

How to Read a Marketing Report Without Getting Lost

A report full of charts can hide more than it shows. The four questions to ask to know whether the work is producing effects.

19 May 20265 minRead

Strategy

The Mistakes That Cost More Than the Budget

It isn't misspent money that does the most damage, but decisions taken without criteria and changed too often.

16 May 20265 minRead

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