Start from the goal, not the channel
Before choosing social media, ads or a website, ask yourself what you want to achieve (more enquiries, more online sales, more returning customers) and by when. One measurable goal is worth more than ten ideas.
The four questions of strategy
- Who is it for? Who the ideal customer is and what they are looking for.
- What do you promise? Why they should choose you rather than an alternative.
- Where do you meet them? The channels where they are present and where you can be credible.
- How do you measure? Which numbers will tell you whether it is working.
The stages of the journey (See-Think-Do-Care)
- See: people who don’t know you yet. You need visibility and content that draws them in.
- Think: people weighing up and comparing. You need proof, examples and answers to their doubts.
- Do: people ready to choose. You need a simple path and a clear offer.
- Care: existing customers. You need support, useful content and reasons to come back.
Strategy and tactics
Strategy decides what to do and why; tactics (a post, an ad, a newsletter) are the how. Many businesses start from tactics and struggle to tell whether they are working: without a goal there is no way to measure it.
The studio’s method
The process follows the same steps: first we get to know the business (brief and meeting), then we analyse the data (audit), build the plan with goals and actions and finally monitor delivery with monthly reports.
An example: the pastry shop
A pastry shop in Rende wants more orders for the holidays. Goal: 40 orders in December (25 last year). Who for: local families and businesses. Promise: handmade cakes and pastries delivered the same day. Where: Instagram, Google Business Profile and newsletter. Measure: orders, quote requests, clicks on the phone number. With these four answers, every action has a purpose.
