Client Marketing Strategy Framework

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

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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.”

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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:

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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.”

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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

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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

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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.”

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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

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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

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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

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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?

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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