Marketing strategy

A marketing strategy is important because it underpins everything that a business or organisation is trying to do. It should ladder back to business objectives, ensuring that what we're going to do is geared towards helping to achieve those shared goals.

It's easy to think of a marketing strategy as a 100-page document. But it doesn't have to be that way; a strategy can simply be an 8–12 page document, which details what we're trying to achieve and provides a top-level overview of how we'll get there.

More granular details of the marketing tactics (i.e., SEO, PPC, social media, etc) should sit in the marketing plan, which might be 24+ pages and broken down into smaller sprints, i.e., 30, 60 or 90 days.