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Marketing strategy
A marketing plan you can actually run.
A digital marketing strategy is the written plan that connects your business goals to the audiences, channels, messages, budget and KPIs that will reach them. KEEN builds that plan with you, then helps you execute and adjust it as results come in.
The problem
Why most marketing plans fail
A good strategy fixes all four. It is short, specific, measurable and reviewed every quarter.
- Tactics get picked before goals are clear, so nobody can say whether a campaign worked.
- Budgets are split by habit ("we always do Facebook") instead of by where customers actually are.
- Teams and vendors each optimize their own channel, and the funnel as a whole leaks.
- The plan is a slide deck that is never opened again after kickoff.
What's included
What a KEEN strategy includes
Every engagement is scoped to your goals. These are the building blocks.
SMART goals
Specific, measurable, achievable, relevant and time-bound targets for leads, sales or revenue.
Market & competitor research
Who you compete with in search, social and paid media, what they spend on and where they are weak.
Personas & segments
The few customer groups that drive most of your revenue, with their needs, objections and triggers.
Customer journey maps
Every touchpoint from first search to repeat purchase, and the message each one needs.
Channel mix & budget
Which channels to fund, at what level, and which to test or cut, with a month-by-month calendar.
KPIs & measurement plan
The numbers that matter, how they are tracked and the dashboard you will review them in.
Our process
How KEEN delivers strategy
Discover
Interviews with your leadership and sales team, plus a review of your data and past campaigns.
Research
Market, competitor, keyword and audience research to size the opportunity.
Plan
Goals, personas, journeys, channel mix, budget and KPIs written into one document.
Run & refine
We launch with you, review results monthly and update the plan every quarter.
Trends we plan for
Trends we plan for
What you get
Deliverables
- A strategy document your team will actually use
- Persona profiles and journey maps
- A 12-month channel and budget calendar
- A KPI framework and live dashboard
- Quarterly strategy reviews
Plus regular updates, collaborative meetings, transparent reporting and a dedicated point of contact.
Works well with
All services →Market Research
Competitor, customer and market research that tells you where the growth is.
Learn more →Analytics & Tracking
GA4, Adobe Analytics, tag management and dashboards that tie spend to revenue.
Learn more →PPC & Paid Media
Google, Microsoft, Meta, LinkedIn, programmatic, CTV/OTT, audio, DOOH and retail media.
Learn more →What is a digital marketing strategy?
A digital marketing strategy is a written plan that links business goals to specific audiences, channels, messages, budgets and KPIs. It tells your team what to do, why, and how success will be measured.
How long does it take to build a strategy?
Usually a few weeks. The timeline depends on how much research is needed and how quickly we can access your data and stakeholders, and we confirm it before work starts.
Do you only write the plan, or do you execute it too?
Either. Some clients take the plan in-house; most have KEEN run some or all of the channels so strategy and execution stay connected.
What are SMART goals in marketing?
SMART goals are Specific, Measurable, Achievable, Relevant and Time-bound. "Grow qualified leads from 40 to 70 a month by June at under $120 each" is SMART; "get more leads" is not.
How often should a marketing strategy be updated?
Review results monthly and update the plan quarterly. Bigger changes, such as a new product, a new market or a major platform shift, call for an earlier update.
Let's talk
Get a free strategy audit
Send us your website and goals. A KEEN strategist reviews your current strategy setup and gets back to you with the first improvements we would make.
- No contracts to start a conversation
- A real review of your accounts, not a template
- Clear next steps, whether or not you hire us
Prefer the phone? Call (865) 210-6823, Monday to Friday, 9 AM to 5 PM Central.