MARKETING AND DIGITAL STRATEGY
In the era of digital marketing, there's no way to succeed without a real strategy behind your digital efforts. A proper strategy covers the competitive landscape, consumer behavior (objectively assessed), and your competitive advantages. From there it moves into goals — clear macro goals and the micro goals that measure them in a digital environment. It covers channels, formats, content, and advertising. And it includes detailed planning — phases and timing, required resources, visual and digital assets, analysis, and feedback loops.
OUR EXPERIENCE WITH DIGITAL STRATEGIES
We’ve built and rolled out more than 110 strategies, and take our word for it — it matters to know where you’re starting from, who you’re competing against and what actually works for them, what behavior patterns your customers follow, what to realistically expect from each channel, and ultimately what resources you’ll need. That’s exactly what gives you a thoughtful, properly built, and cascaded digital marketing strategy at the right level. In this article on our blog by Zhoro Malchev — managing partner at Xplora, with more than 28 years of business and marketing experience — you’ll discover why we always start with a master strategy first (and what that involves), along with our Pro tips. You’ll like this one because it’s the second part — the first covers the most common mistakes that Zhoro and our team have identified over the years, again with Pro tips.
Our team has experience across many sectors — from FMCG (waffles, beverages, coffee, pet supplies, small appliances), through major household investment purchases (cars, real estate, heat pumps, baby strollers, air conditioners, and others), to insurance, financial, educational, and entertainment services.
We encourage you to see exactly how we’ve helped and what clients say about our long-term work together. And here you can see specifically how we approach strategy for a given digital channel — on Instagram, on Google, or on LinkedIn.
We’ve built and rolled out more than 110 strategies, and take our word for it — it matters to know where you’re starting from, who you’re competing against and what actually works for them, what behavior patterns your customers follow, what to realistically expect from each channel, and ultimately what resources you’ll need. That’s exactly what gives you a thoughtful, properly built, and cascaded digital marketing strategy at the right level. In this article on our blog by Zhoro Malchev — managing partner at Xplora, with more than 28 years of business and marketing experience — you’ll discover why we always start with a master strategy first (and what that involves), along with our Pro tips. You’ll like this one because it’s the second part — the first covers the most common mistakes that Zhoro and our team have identified over the years, again with Pro tips.
Our team has experience across many sectors — from FMCG (waffles, beverages, coffee, pet supplies, small appliances), through major household investment purchases (cars, real estate, heat pumps, baby strollers, air conditioners, and others), to insurance, financial, educational, and entertainment services.
We encourage you to see exactly how we’ve helped and what clients say about our long-term work together. And here you can see specifically how we approach strategy for a given digital channel — on Instagram, on Google, or on LinkedIn
WHY DO YOU NEED A STRATEGY? WHAT KIND OF STRATEGY?
You need a strategy — first a master strategy that everyone signs off on, and then a detailed one that can be built on as you go. Otherwise you end up drifting between channels, chasing views on social, dealing with the “black boxes” of ad platforms, one-off sales spikes (that can’t be repeated), and other pitfalls we hope you never fall into again. Vankata, Zhoro, and Sasho covered exactly this sequence — and what it involves — in this article for Forbes. And one of the most popular articles on digital strategy online is this one by Zhoro, again for Forbes, on the first steps toward a successful digital strategy — one that doesn’t end up in a drawer. 😊
You need a strategy — first a master strategy that everyone signs off on, and then a detailed one that can be built on as you go. Otherwise you end up drifting between channels, chasing views on social, dealing with the “black boxes” of ad platforms, one-off sales spikes (that can’t be repeated), and other pitfalls we hope you never fall into again. Vankata, Zhoro, and Sasho covered exactly this sequence — and what it involves — in this article for Forbes. And one of the most popular articles on digital strategy online is this one by Zhoro, again for Forbes, on the first steps toward a successful digital strategy — one that doesn’t end up in a drawer. 😊
MASTER DIGITAL MARKETING STRATEGY
Let’s start with what the master strategy gives you:
- A multi-angle analysis of where you’re starting from
- All the information consolidated in one place
- What the goals are
This is how we get everyone shaking hands — meaning full alignment on the starting point for shaping the strategy. You can read a detailed breakdown of what the master strategy covers and what our PRO tips are in one of the most popular articles on our blog.
And here’s what a rolled-out marketing strategy covers — in terms of both effectiveness (the right people doing the right things for the company — that means the internal team, the agency, partners, and clients) and efficiency (resources deployed where they work best, and cutting sub-optimal use of resources):
- The company’s value proposition
- Competitive landscape
- Company resources and assets
- Consumer behavior — and especially how consumers understand what it takes to succeed in your category, and how they act on it
- Strategy goals
We encourage you to review everything we’ve put together, along with case studies and testimonials on the strategies we’ve built and executed — so you can make one of the most important decisions in your business with full confidence.
Are the strategies individual?
Different companies are… different. Which is why the analysis, the conclusions, and the strategy itself are always different. In terms of goals, required resources, timing. The longevity of our client relationships is one of the proofs that our strategies work — and evolve. Every year they get built on. Some clients with new products and services, others with new digital channels, others with new markets, and so on. See in detail in our case studies how we’ve approached B2B, B2C, FMCG, home services, business services, and more.
Are the strategies for only one channel?
Xplora is an integrated digital marketing agency – our experience shows that the best results are achieved when integrating channels. Consumers do not think in channels, but how to get the most out of a moment.
That’s why every strategy we build integrates at least several channels. That said, we do also create channel-specific strategies for clients — for LinkedIn, Instagram, TikTok, email marketing, and so on. Every time, we look at it holistically: what business and marketing goals we want to hit with specific target audiences in that particular channel. Take a detailed look at our portfolio to see the range of areas we’ve delivered in, with a variety of examples.
Can I only assign a strategy?
We have clients who come to us purely for strategy. And if there’s mutual fit, we can absolutely build just the strategy — although we prefer taking ownership of the execution too. And of course, scaling the client’s digital marketing toward more meaningful business and marketing goals within a long-term partnership. We also build single-channel strategies — if that’s what you need. We have experience across dozens of strategies for Facebook, Instagram, LinkedIn, Google, email marketing, and more. 🙂
https://xplora.bg/uslugi/sotsialni-mreji/linkedin/strategii-i-kampanii-v-linkedin/
https://xplora.bg/uslugi/sotsialni-mreji/facebook/strategiya-i-kampanii-vav-facebook/
https://xplora.bg/uslugi/email-marketing/