Simple Strategy Formula

Goal + Audience + Message + Offer + Channels + Content + Measurement = Effective Marketing Strategy

Client Marketing Strategy Framework

This framework can be used with any church, nonprofit, or small business client to build a complete marketing strategy.

---

Step 1: Discovery and Assessment

Before creating the strategy, gather the following information from the client:

Business Information

• Business or organization name

• Industry

• Primary products or services

• Location and service area

• Number of employees or volunteers

• Existing website and social media accounts

Current Situation

• What marketing are they currently doing?

• What has worked in the past?

• What has not worked?

• What are their biggest challenges?

• What are their biggest opportunities?

Goals

Determine 1–3 primary goals.

Examples:

• Generate more leads

• Increase sales

• Increase website traffic

• Grow social media following

• Increase attendance

• Increase donations

• Improve local visibility

Write the goals in SMART format:

Example: “Generate 10 new leads per month within 90 days.”

---

Step 2: Identify the Target Audience

Create a profile of the ideal customer or supporter.

Questions to Answer

• Who is the ideal customer?

• What age range are they?

• What are their interests?

• What problems do they have?

• What motivates them?

• Where do they spend time online?

• What would make them trust the client?

Audience Profile Template

Primary Audience

• Age:

• Gender:

• Location:

• Occupation:

• Income:

• Main Problem:

• Desired Result:

• Best Marketing Channels:

Secondary Audience

• Age:

• Gender:

• Location:

• Occupation:

• Income:

• Main Problem:

• Desired Result:

• Best Marketing Channels:

---

Step 3: Competitor and Market Analysis

Research 3–5 competitors or similar organizations.

For each competitor, review:

• Website

• Facebook page

• Google Business Profile

• Reviews

• Messaging

• Offers

• Branding

Record:

• What are they doing well?

• What are they doing poorly?

• What opportunities are missing?

• How can your client stand out?

Competitive Advantage Statement

Create a statement that explains why the client is different.

Example: “Unlike other local roofing companies, this company provides same-day estimates, financing options, and a 10-year workmanship guarantee.”

---

Step 4: Create the Core Marketing Message

Develop a simple message that clearly explains:

1. Who the client helps

2. What problem they solve

3. What result they provide

Main Brand Message Formula

“We help [target audience] solve [problem] so they can [desired result].”

Example:

“We help small businesses attract more customers through affordable, done-for-you marketing.”

Supporting Messaging Components

• Main headline

• Short description

• Three key benefits

• Call to action

Example

Headline:

Grow Your Business Without Doing the Marketing Yourself

Benefits:

• Save time

• Reach more people

• Get more leads

Call to Action:

Schedule a Free Consultation

---

Step 5: Select the Best Marketing Channels

Choose only the channels most likely to reach the target audience.

Possible Channels

• Facebook

• Instagram

• LinkedIn

• YouTube

• Website / SEO

• Google Business Profile

• Email Marketing

• Text Marketing

• Direct Mail

• Networking

• Referral Program

• Paid Facebook Ads

• Google Ads

• Community Events

Recommended Channel Selection Process

For each channel, determine:

• Is the target audience active there?

• Can the client consistently use it?

• Will it likely produce leads or awareness?

Then choose:

• 1–2 primary channels

• 1–2 secondary channels

Example:

Primary Channels

• Facebook

• Email Marketing

Secondary Channels

• Website SEO

• Referral Program

---

Step 6: Build the Offer

The strategy should include a specific offer that gives people a reason to act.

Offer Examples

• Free consultation

• Discount

• Free trial

• Free guide

• Special event

• Bundle package

• Limited-time promotion

Strong Offer Formula

[Benefit] + [Low Risk] + [Urgency]

Example:

“Get a free website review and social media audit this month.”

---

Step 7: Create a Content Strategy

Plan content around the client’s audience, goals, and offer.

Content Categories

• Educational

• Inspirational

• Testimonials

• Behind-the-scenes

• Frequently asked questions

• Promotional

Recommended Content Mix

• 40% Educational

• 20% Trust-building / testimonials

• 20% Engagement

• 20% Promotional

Weekly Content Schedule Example

Day	Type of Content
Monday	Helpful tip
Tuesday	Testimonial or story
Wednesday	Educational post
Thursday	Behind-the-scenes
Friday	Promotional offer

---

Step 8: Create the Customer Journey

Map out what happens from the first time someone sees the client to the point where they become a customer.

Example Customer Journey

1. Sees Facebook post

2. Clicks to website

3. Signs up for free guide or consultation

4. Receives follow-up email

5. Schedules appointment

6. Becomes customer

For each stage, determine:

• What they see

• What they need

• What action they should take

---

Step 9: Set Budget and Timeline

Marketing Budget

Determine:

• Total monthly budget

• Ad budget

• Design/content budget

• Website budget

• Software budget

90-Day Rollout Example

Month 1

• Research audience

• Clarify message

• Update website

• Create social media graphics

Month 2

• Launch content plan

• Start email marketing

• Run first promotion

Month 3

• Analyze results

• Adjust strategy

• Increase successful efforts

---

Step 10: Define Key Performance Indicators (KPIs)

Track measurable results.

Suggested KPIs

• Website visits

• Leads generated

• Phone calls

• Form submissions

• Social engagement

• Email open rate

• Conversion rate

• Sales

• Attendance

• Donations

Monthly Review Questions

• What worked best?

• Which channel produced the most leads?

• Which content performed best?

• What should be improved?

• What should be stopped?

---

Deliverables You Could Provide to the Client

At the end of the process, provide:

1. One-page summary of the strategy

2. Defined target audience

3. Core message and offer

4. Recommended marketing channels

5. 30–90 day content plan

6. Budget recommendation

7. KPI dashboard

8. Monthly action plan

Simple Strategy Formula

Goal + Audience + Message + Offer + Channels + Content + Measurement = Effective Marketing Strategy

This offer includes monthly marketing calls, a complete marketing analysis, a building of a complete marketing strategy, and an upkeep of the strategy.  The strategy can grow and adjust as your business/organization grows!

 

For a complete overview of my marketing strategy, click here.

Social Media Marketing Services

My social media marketing services are designed to help businesses, churches, nonprofits, and organizations increase awareness, build trust, engage their audience, and generate more leads, customers, attendees, or supporters.

Rather than simply posting random content, these services provide a complete strategy-driven approach that ensures every post, graphic, video, and campaign is designed to accomplish a specific purpose.

---

Social Media Strategy and Planning

Before creating content, I develop a social media strategy tailored to your organization.

This includes:

• Identifying your ideal audience

• Determining which social media platforms are best for your business

• Establishing goals and objectives

• Developing a content plan

• Creating a consistent brand voice and style

• Planning promotions, campaigns, and seasonal content

Examples of goals may include:

• Increasing followers

• Reaching more people in your local area

• Generating leads or inquiries

• Increasing website traffic

• Promoting events

• Building trust and credibility

• Growing attendance, sales, or donations

---

Platform Management

I manage the social media platforms that are most effective for your organization.

Platforms may include:

• Facebook

• Instagram

• LinkedIn

• X / Twitter

• TikTok

• YouTube

• Pinterest

• Google Business Profile

Platform management includes:

• Optimizing profile information

• Updating profile and cover images

• Writing or improving descriptions and bios

• Adding website and contact information

• Ensuring branding is consistent across all platforms

---

Content Creation

I create original, professional content designed specifically for your audience and goals.

Content may include:

• Branded graphics

• Social media posts

• Captions and written copy

• Promotional graphics

• Event announcements

• Inspirational or educational posts

• Testimonials and reviews

• Infographics

• Short-form videos and reels

• Story graphics

• Polls and engagement posts

Types of Content I Can Create

Educational Content

Designed to provide value and position your organization as an expert.

Examples:

• Tips and advice

• Frequently asked questions

• “How-to” posts

• Industry insights

Promotional Content

Designed to encourage action.

Examples:

• Sales and special offers

• Product or service highlights

• Registration reminders

• Calls to schedule an appointment or consultation

Engagement Content

Designed to encourage comments, likes, and shares.

Examples:

• Questions

• Polls

• Contests

• Interactive graphics

Trust-Building Content

Designed to help people connect with your organization.

Examples:

• Testimonials

• Success stories

• Behind-the-scenes photos

• Staff or volunteer spotlights

---

Social Media Graphics Design

I create custom graphics that match your brand and help your organization stand out.

Graphics may include:

• Post graphics

• Facebook cover images

• Event graphics

• Quote graphics

• Promotional banners

• Carousel graphics

• Story templates

• Holiday and seasonal graphics

All graphics are designed to:

• Match your branding and colors

• Look professional and modern

• Be optimized for each platform

• Communicate your message clearly

---

Posting and Scheduling

We schedule and publish content consistently so your audience hears from you regularly.

Services include:

• Creating a posting calendar

• Scheduling content in advance

• Posting at optimal times

• Coordinating campaigns and promotions

• Managing multiple platforms at once

---

Social Media Advertising

We can create and manage paid social media campaigns to help you reach more people.

*PLEASE NOTE: THIS SERVICE INCLUDES THE PROCESSING FOR THE ADS BUT NOT THE FUNDS TO BOOST AND ADVERTISE.  THAT WILL BE BUDGETED AND PAID FOR BY THE CLIENT* 

Advertising services may include:

• Facebook Ads

• Instagram Ads

• Lead Generation Ads

• Event Promotion Ads

• Website Traffic Ads

• Video View Ads

• Retargeting Ads

Advertising management includes:

• Audience targeting

• Ad creation

• Graphic and copy design

• Budget management

• Testing different ads

• Tracking results

Examples of advertising goals:

• Get more website visitors

• Increase event attendance

• Generate leads

• Increase sales

• Reach more people in your local community

---

Campaign Creation

We can create complete campaigns for:

• Product launches

• Fundraisers

• Holiday promotions

• Church events

• Grand openings

• Seasonal sales

• Special events

• Membership drives

Campaign services include:

• Campaign strategy

• Content calendar

• Graphics and videos

• Email integration

• Ad campaigns

• Countdown posts

• Follow-up content

---

Monthly Reporting and Analytics

Each month, I provide a report showing how your social media is performing.

Reports may include:

• Number of followers gained

• Reach and impressions

• Engagement rate

• Top-performing posts

• Website clicks

• Leads or inquiries generated

• Ad performance

I also review:

• What is working best

• What should be improved

• What content to create more often

• How to improve results next month

---

Growth & Awareness

Best for organizations wanting to grow faster and reach more people.

Includes:

• 2-3 posts per week

• Multiple platforms

• Graphics and captions

• Stories and reels

• Community management

• Monthly report

---

Ideal Results Clients Can Expect

Through consistent social media marketing, clients may experience:

• Increased awareness

• More followers

• Greater community engagement

• More website traffic

• More leads or customers

• Higher attendance at events

• Increased donations or sales

• Stronger trust and credibility

We provide complete social media marketing services that include strategy, content creation, graphics, videos, posting, engagement, and advertising. Our goal is to help your organization reach more people, build trust, and grow through a consistent and professional online presence.

I provide complete branding and design services to help your business, church, nonprofit, or organization create a professional and recognizable image. Strong branding helps people immediately understand who you are, what you stand for, and why they should trust you. I work with you to create a brand identity that reflects your mission, values, and personality while appealing to the audience you want to reach.

My branding services include logo design and complete visual identity development. This may include creating a new logo, updating an existing logo, selecting brand colors, choosing fonts, developing taglines, and creating a consistent design style for your organization. Every logo and brand element I create is designed to be professional, memorable, and versatile so it can be used effectively across websites, social media, print materials, signs, and promotional products.

I also create custom graphic design materials for both digital and print use. My digital design services may include social media graphics, website banners, email graphics, online advertisements, presentation slides, and digital event promotions. My print design services may include business cards, flyers, brochures, postcards, signs, banners, invitations, church bulletins, and other printed materials. Every design is customized to fit your brand and communicate your message clearly and effectively.

My goal is to ensure that every piece of your branding and design works together to create a consistent and professional image. By using the same colors, fonts, graphics, and style across all of your materials, your organization becomes more recognizable, more credible, and more effective at reaching the people you want to serve.

I provide newsletter creation and management services to help your organization stay connected with the people who matter most. I create professional, branded newsletters that can be sent as often as needed, including monthly, bi-weekly, or up to weekly occurrences. Each newsletter is customized to match your organization’s branding, message, and goals while providing valuable and engaging content for your audience.

My newsletter service includes writing content, designing the layout, selecting images and graphics, formatting the email, and scheduling or sending the newsletter. Newsletters may include updates, announcements, upcoming events, promotions, testimonials, articles, devotionals, featured products or services, and calls to action. I ensure that every newsletter is visually appealing, easy to read, and optimized for both desktop and mobile devices.

A newsletter is one of the best ways to stay in regular contact with your audience and keep your organization top-of-mind. Unlike social media, where only a small percentage of followers may see your posts, a newsletter is delivered directly to your audience’s inbox. This gives you a better opportunity to communicate important information, build stronger relationships, and encourage people to take action.

The benefits of a newsletter include increased awareness, stronger customer or supporter relationships, greater trust and credibility, and more opportunities to generate leads, sales, attendance, donations, or engagement. Regular newsletters also help remind people about your organization, encourage repeat business or participation, and provide a consistent way to share your message with the people you want to reach.