Businesses without a marketing director
SMEs where marketing decisions are made by the owner or the sales team, and which want clear direction and proper measurement before hiring a full-time marketing lead.
Service
Digital Strategy & Consulting
Consulting that builds your digital growth plan from audience, competitor and channel analysis and turns it into a 12-month roadmap tied to measurable goals.
What it is and who it is for
What is digital strategy and consulting, and who is it for?
Digital strategy and consulting is an ongoing advisory service that decides which digital channels your brand invests in, with what message and in what order, and ties each decision to measurable goals. From audience, competitor and channel analysis we produce a 12-month roadmap and a KPI (key performance indicator) dashboard, then review the plan against the data every month. It suits businesses that want to grow without a full-time marketing director, or that need several agencies and channels working to one plan.
Companies working with several agencies or freelancers
Brands with separate teams for advertising, SEO, social media and the website that want everyone working towards the same goal and saying the same thing.
Businesses entering a new market, product line or channel
Companies targeting a new product range, city or country that need to decide which channel to start with and how much to spend on it.
Companies changing their business model or positioning
Firms moving from wholesale to retail or from dealers to direct sales, or repositioning the brand, whose digital channels need rebuilding around that change.
Problems it solves
Which problems does it solve?
- Advertising and agency budgets are spent every month, but nobody knows how many enquiries or sales each channel brings in.
- The advertising, SEO and social media teams interpret the same goal differently, and the brand message shifts from channel to channel.
- There is no annual plan; campaign decisions are made month by month, as needs arise.
- Beyond the figures the ad platforms report, nothing is measured: cost per enquiry, average order value and customer lifetime value are unknown.
- Preparing a management report means pulling data together by hand from three different dashboards.
Scope and deliverables
What is included, and what do you receive?
- A current-state review of the website, analytics set-up, ad accounts, social channels and enquiry records
- Brand and competitor analysis: strengths, weaknesses and where competitors stand across digital channels
- An audience and buyer persona map: who decides, what they ask before buying and where they research
- A channel plan and recommended budget split: which channel, for what purpose and in what order
- A 12-month growth roadmap with quarterly priorities, owners and decision points
- A measurement plan: goal definitions, GA4 events and conversions, and campaign tagging (UTM) rules
- A KPI dashboard in Looker Studio, built from GA4 and advertising data
- Written briefs for the teams or agencies delivering the work
- A monthly strategy review meeting with a written decision note
Process
How does the work progress?
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Listening and access
We talk to your decision-makers about goals, the sales process and capacity, get access to GA4, Search Console, the ad accounts and any CRM, and record the current figures. Every later comparison is made against this baseline.
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Analysis and diagnosis
We establish what each channel has delivered so far, where measurement falls short, and where competitors and buyers stand, then rank the problems by impact.
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Roadmap and measurement
We finalise the 12-month plan, the recommended budget split and the KPI dashboard with you. Target values are agreed together, from your existing data, before work starts.
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Monthly review
Each month we look at the dashboard, assess the progress and results of the planned work, and send next month's priorities as a written decision note.
Cost and timing
What determines the cost and the timeline?
Timeline: The initial analysis, roadmap and KPI dashboard typically take a few weeks, depending on how quickly access is granted and how many channels are involved. Judging the effect of the plan needs a few months of data. The service starts with a minimum three-month initial period and then renews monthly.
- The number of channels, product lines and markets in scope
- The state of your data: whether GA4 and conversion tracking are in place, and whether enquiries and sales are recorded
- How many teams and agencies are involved, and how much coordination they need
- How intensive the monthly support is: meeting frequency and the teams taking part
- The number of data sources to connect to the dashboard (ad accounts, CRM, e-commerce platform)
Measurement
How do we measure success?
We do not promise rankings or a fixed result. We agree the measures below before work starts and report on them in writing.
- Enquiries and sales by channel
- GA4 conversion events and ad platform data, matched against your own enquiry or sales records and tracked monthly in a Looker Studio dashboard.
- Cost per enquiry and per sale
- Channel spend divided by the enquiries and sales that channel produced in the same period; target values are agreed at the start from your existing data.
- Measurement accuracy
- Each month the form, phone and WhatsApp events recorded in GA4 are checked against your own records; if the gap is large, measurement is fixed first.
- Roadmap progress
- Whether each quarter's planned work was completed, why anything slipped and what changed in the plan, recorded in the monthly decision note.
What we need from you
What do we need from you?
- Read access to GA4, Search Console and your ad accounts (Google Ads, Meta); if you have none, we set them up in your name and they stay with you
- Your CRM or enquiry and sales records, if you keep them, plus past reports and spend figures
- Clear business goals: sales targets, margins and production or service capacity
- A decision-maker who attends the monthly meeting
- Contact details for the agencies and teams you work with
A different solution
When is a different solution a better fit?
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If the problem lies in one channel, for example only Google Ads is underperforming
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If your website itself is holding back enquiries
The site needs rebuilding first; budget spent on channels only pays off after that.
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If nobody is available to carry out the plan day to day
Consulting does not replace delivery. Starting with a service that also runs the channels, or adding a marketing lead to your team, is the better fit; we weigh this up together in the first call.
Frequently asked questions
FAQs about Digital Strategy
What is digital strategy?
Digital strategy is a roadmap that sets out which digital channels a brand uses to reach its audience, with what message and in what order, tied to measurable goals. Unlike one-off campaign decisions, it brings advertising, SEO, content and social media together behind the same goal and makes each channel's contribution visible through shared measures. Our work produces a 12-month roadmap tracked on a KPI dashboard.
How is a digital marketing strategy put together?
Through a current-state and competitor analysis, a clear audience definition, channel choices, written goals and a measurement set-up that tracks them. We start with data access and a baseline, finalise the roadmap and KPI dashboard with you after the analysis, and update the plan from the data in monthly review meetings.
What affects the price of digital strategy consulting?
The number of channels, products and markets in scope, the state of your measurement set-up, how many teams and agencies need coordinating, and how intensive the monthly support is. In a free initial call we listen to where you are, then set out the scope and quote in writing.
Does consulting include delivery work such as advertising and content?
The service itself covers the plan, the measurement set-up and the monthly review; delivery is added separately. Advertising, SEO, social media or website work can be carried out as separate services by us, or by your own team or agency; who does what is set out in writing in the proposal, and all results are tracked on the same dashboard.
Can we keep working with our current agency?
Yes. The plan and the measurement set-up are built independently of who does the delivery. We write briefs for your agency and assess its results against the same measures.
Who will I deal with?
A single named contact is agreed at the start. We reply within one working day during office hours, and decisions are shared as a written note after each monthly meeting.
How long is the contract?
The service starts with a minimum three-month initial period, because a plan's effect cannot be judged on less data than that. After that it renews monthly.
Other services
Other disciplines we work with
Contact
Where do we start the conversation about Digital Strategy?
Tell us briefly which channels you use today and what you want to achieve over the next 12 months. In a free 30-minute call we look at your current data together and suggest the scope and first steps in writing.
Pan Innovation House works from its head office in Gaziantep, Türkiye, and its office in London, United Kingdom.