Marketing strategy services built on your numbers, not a template
A strategy isn’t a list of tactics. It’s a decision about where to put your money and why. Made Right Media builds marketing strategies for businesses in Boise and across Idaho that start from two numbers most owners have never calculated — what a customer is worth, and what it should cost to get one — and work forward from there.
Ask most business owners what their marketing strategy is and you’ll hear a list: a website, some Google Ads, a social media account, maybe an email newsletter. That’s not a strategy. That’s an inventory.
The problem with an inventory is that nothing in it is connected to anything else. The ads don’t know what the website is trying to do. The social posts don’t know what the ads are for. And nobody can say which of it, if any, is producing customers. So when budget gets tight, everything looks equally cuttable — and the one thing that was quietly working gets cut with the rest.
A real strategy answers three questions in order: who are we trying to reach, what do they need to hear from us, and what is the most efficient way to get in front of them? Then it sets a budget that makes sense against what a customer is worth, and it defines what “working” will look like before you spend a dollar.
Part of the Made Right Model for Growth
Strategic Planning is a Clarity phase service — and it’s the deliverable the whole Clarity phase builds toward. The research tells us what’s true. The plan decides what to do about it. Everything we build afterward in the Confidence phase traces back to a line in this document.
Learn how the Made Right Model for Growth worksA plan you’ll actually use
We’ve read a lot of marketing plans that were written to be impressive and never opened again. Ours are written to be used — by you, by your team, and by us — every quarter.
Marketing audit
Before we plan anything new, we look hard at what you’ve already got: your website, your search visibility, your ad accounts, your content, your reviews, your analytics. What’s working, what’s leaking, and what’s costing you money for nothing. Most businesses have at least one thing they can stop doing tomorrow.
Customer value & budget model
We calculate your Customer Lifetime Value and set a target acquisition cost that fits your margins — then we size the marketing budget to those numbers. This is the step that turns “how much should we spend on marketing?” from a guess into arithmetic.
Channel strategy
Where your customers actually are, and which channels are worth your money given your budget and your market. Search, paid, content, email, referral, social — each one either earns a place in the plan with a job to do, or it doesn’t make the cut. We’d rather you do two things well than six things halfway.
Messaging framework
What you say, in what order, to whom. Built on the customer research and your brand positioning, this is the source document for your website copy, your ads, your sales conversations, and everyone on your team who talks to a customer.
Roadmap & measurement plan
A sequenced plan — what happens first, what depends on what, and when — with the metrics that will tell us whether it’s working. Not forty KPIs. The handful that connect to revenue, tracked in a way you can read in five minutes.
Quarterly recalibration
Strategy isn’t a one-time document. If you continue with us, we revisit the plan every quarter against real results and adjust. If you’re looking for a fractional marketing team rather than a one-off plan, this is where that relationship starts.
Strategy that changed the spend
We’ve built marketing strategies for businesses whose customers are worth $8,000 once and businesses whose customers are worth $44,000 over three years. Those two businesses should not market the same way, and they should not spend the same amount. Getting that right is most of the job.
We’ve done this work for:
- Education and private schools
- Healthcare and wellness practices
- Professional services and B2B
- Real estate and property
- Home services and trades
- Nonprofits and public agencies
See our work
Strategy is invisible until it’s built. Browse selected client work to see what the plan turned into.
View selected workIs your marketing an investment or an expense?
Most small businesses can’t answer that, because they’ve never connected the spend to the return. Our guide to investing in marketing walks through the numbers that matter — customer value, acquisition cost, and the ratio between them — and how to think about every channel as an investment with an expected return.
Read: Investing in MarketingLet’s build the plan before we build anything else
If you’ve been marketing on instinct and you want to know where the money should actually go, this is the conversation to have. We’ll tell you what a strategy engagement looks like for a business your size, and what you’d walk away with.
Start a ConversationNot sure where to start? Take the Made Right Assessment.