My vision

Marketing strategy, my way

Every project should have a marketing strategy that clearly defines its goals and, above all, the path to reach them. It sets out what the company or brand stands for, how it works and why it deserves attention. It covers how the company wants to come across to its customers and how it intends to win them over. It also covers where it will communicate with them and how much this will cost.

Defining and clarifying the key message of the brand’s positioning.
Describing the target customers, their number and possible ways to reach them.
Defining the promotion channels and their place in the marketing mix.

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What should a marketing strategist master?

Competitor analysis

A marketing strategy should also include a competitor analysis from several angles. What messages do competitors use? Which need or situation do they own in the market? What is their market share? How much do they spend on marketing? Which promotion channels do they use and why do customers choose them?

Brand strategy

A marketing strategy should include a brand strategy to build on. Even more important is a clearly defined key brand message: where the brand belongs, which category or needs it wants to own, what its USP should be and how it wants to come across to its customers. Clear positioning for the brand and the company.

Customers and target groups

Knowing the demographics of current customers is the basis. However, a marketing strategy should also work with target groups that are not yet customers but have potential for acquisition and outreach. In which group does the brand want to grow, why and with what marketing message?

Marketing channel mix

Marketing offers a wide range of channels, which fall into two main groups: online and offline. Within these channels, you can communicate with more of a performance focus or more of a brand focus. In practice, smaller brands tend to communicate with a performance focus, while larger ones focus more on brand.

KPIs

It is important to set the goals of your marketing strategy and define KPIs for your marketing activities that you will aim to meet. Typical KPIs for a marketing strategy include the cost-to-revenue ratio, brand search volume, brand visibility, market share and the value of a single user.

Budget

A marketing strategy should definitely include the allocation of financial resources and the reasoning behind how they are split across individual marketing channels. It can also set out conditions for increasing or reducing the budget. This point is closely linked to the previous point on KPIs.

Client testimonials

How does working with a marketing strategist work?

Most small and medium-sized projects lack a marketing strategist, which means the bigger picture is often neglected. The company and the brand miss out on the overall marketing context and many opportunities. A marketing strategy is a comprehensive document, together with the steps and activities that follow from it. So how can working with a marketing strategist look?

1) Defining goals. Based on research and a workshop, a marketing strategist should outline or validate possible marketing and business goals. Setting unrealistic goals right at the start calls the strategist’s seniority into question and undermines any results of the collaboration.

2) Customer and market analysis. Researching the market and both current and potential customers is one of the first things I dive into, quantitatively and qualitatively. It is an essential part that does not have to take long and creates a solid springboard. What are potential customers’ motivations and barriers? A strategist should gather enough information and insights to build the marketing strategy on. Ideally, the work draws on both market and brand research, which should always be the approach for large companies. Small and medium-sized companies often rely on research carried out in-house and draw more on internal information or on competitors.

3) Setting the message, positioning, USP or the entire brand strategy. Once we know whom we want to address and with what, it is time to set or review the positioning and messaging. A common mistake is having too many messages that are communicated inconsistently. An even better option is having a complete brand strategy that both the client and the specialists agree on. They then apply this brand strategy to all of the company’s internal and external outputs. Which category does the brand want to own and with what message? How does the brand differ from competitors in its features or product? And more importantly, how does the brand stand out within its category for the general public and customers?

4) Building and coordinating the team. These activities may partly overlap with the role of a project manager and depend on the strategist’s specific responsibilities. In my experience, it is always an advantage when the strategist can choose the right people themselves.

5) Choosing marketing channels and their roles. A marketing strategist puts together the marketing mix (communication mix) from individual channels such as PPC, SEO, email marketing, content marketing, RTB, social media, influencer marketing, affiliate marketing, offline advertising media, event marketing, inbound marketing and video promotion.

6) Coordinating individual channels. A strategist should connect all marketing channels with expert knowledge, help shape them in an advisory role and ensure synergy between them. An important task for the strategist is checking that messaging is consistent across channels. Last but not least, they should also oversee the marketing plans of the individual channels and their delivery.

What a marketing strategist does for you and who it suits

As a marketing strategist, I work on the decisions that sit above individual campaigns. You get a clear view of where your marketing should go, why, and in what order. The result is a written strategy you can act on, not a set of loose recommendations.

This kind of work tends to suit:

Small and medium-sized companies without a senior marketing person who need direction before they spend more on channels.
Marketing leaders who want an outside view to test their plans or prepare a case for the board.
International companies entering the Czech market that need a strategy adapted to local customers and competitors.
Founders whose marketing has grown channel by channel and now lacks a shared direction.

Working with a freelance marketing consultant instead of an agency

I work as an independent, freelance marketing consultant. You deal with me directly from the first workshop to the final strategy and its implementation. There is no handover to junior staff, and my advice is not tied to selling you a particular channel or service.

Because I do not run campaigns for profit on a commission basis, I can recommend reducing a channel as readily as expanding it. Where execution is needed, I can work with your in-house team, your existing suppliers or specialists I bring in.

Common mistakes I see before a strategy is in place:

Choosing channels first and setting goals afterwards.
Copying a competitor’s approach without understanding why it works for them.
Measuring activity, such as clicks or posts, rather than business outcomes.
Treating strategy as a one-off document that nobody revisits.

Questions about working with a marketing strategist

What is the difference between a marketing strategist and a marketing strategy consultant?

In practice, the two terms describe very similar work. Both focus on goals, positioning, target groups, channels and budget rather than day-to-day execution. In my case, I cover both the strategy itself and, if you wish, overseeing how it is carried out.

Does a small company need a marketing strategy consultant?

Often more than a large one, because a smaller budget leaves less room for spending in the wrong places. A strategy helps you focus on the few channels and messages most likely to work. The scope can be adjusted to the size of your business.

Can a freelance marketing consultant work alongside my existing team or agency?

Yes. I usually work with the people you already have and help them work towards shared goals and consistent messaging. If there are gaps in the team, I can suggest how to fill them.

Do you work with international companies?

Yes. I work with company owners and marketing leaders worldwide, including international companies operating in the Czech Republic. The collaboration can run in English.