What will it take to grow your business?

Character Strategy helps you find the opportunity that matters most, then turns it into marketing your customers see and respond to.

The opportunity for growth isn’t always where it first appears.

Take customer acquisition.

Expensive customers. But where’s the problem?

“The ads aren’t working.”

Suppose it costs more to win a customer than your business can support. Here are three places we might investigate.

Are the ads giving the right people a reason to click?

The audience may be wrong. The creative may be easy to ignore. The message may fail to make the offer relevant. Better targeting, creative and copy can change who responds and what it costs to reach them.

Does the page turn that interest into action?

Someone clicks because the ad promises something relevant. The page needs to carry that promise through, explain the offer and give them enough confidence to take the next step.

What happens when they respond?

An enquiry waits too long for a reply. A signup asks too much before someone can try the product. Interest that you paid to generate slips away before it becomes business.

The opportunity might not be where you’re looking. Focus on one part of the business and you could miss the real upside.

The gamble is picking one tactic, putting more money behind it and hoping it pays off. Every growth decision involves uncertainty, but you can still make a calculated bet.

Don’t gamble.Strategize.Validate.

Put the opportunity to work.

Give customers a reason to choose you.

Your customers need to understand why your offer matters to them. We develop the positioning, offers, copy and landing pages that make the value clear and help them decide to buy.

Bring more of the right people in.

We build and run paid campaigns, develop creative and test messages to find what attracts suitable customers. SEO and content help you reach people searching for answers and considering their options. We choose the channels around how your customers buy.

Turn more interest into sales.

Make it easier for someone to enquire, sign up or take the next step. We improve funnels, sales messaging and follow up, including the CRM and automation that help your team act while someone is interested.

Make each customer relationship more valuable.

Acquisition becomes more viable when customers get value, stay and buy again. We work with you and your team on onboarding, retention and further offers that give customers a reason to continue doing business with you.

See what your marketing is contributing.

Clicks and enquiries tell only part of the story. We work to connect campaigns with customers and revenue, giving you better grounds for deciding what to continue, improve or expand.

The work can involve your website, CRM, analytics and product. We make changes directly where we can and coordinate with your existing developers where their involvement is needed.

Offers
Website
Landing pages
Advertising
SEO
Content
Email
CRM
Automation
Analytics
Product

You’ll work directly with me.

Alongside Character Strategy, I run Seven Sigma Group, a software studio.

Working across marketing and software has shaped how I look at growth. A campaign has to make sense in the context of the business behind it: what customers buy, what it costs to serve them and why they come back.

I personally lead every Character Strategy project, with associates contributing to delivery.

I’ll have an opinion. I’ll explain it. And when the evidence challenges it, I’ll be willing to change my mind.

You should come away from our conversations with a clearer understanding of what we’re doing, why it matters and what the results mean for your business.

Timothy HighnamFounder, Character Strategy

Your knowledge belongs in the marketing.

You know the questions customers ask, the objections that come up and the promises your business can deliver. That knowledge helps us build marketing that reflects what people are actually buying.

We turn it into a plan and the work needed to put it into practice. You contribute where your judgment matters, whether that’s agreeing an offer, reviewing a message or making a decision that affects the wider business.

As results come in, we review them together and agree where to focus next.

Tell us what you want to change.

You may know exactly what you need. You may only know that the business could be doing better. Either is a useful place to start.

FAQs

Can you help before we launch?

Yes. We can research potential customers, test your offer and message, and prepare the marketing needed to start reaching them. What we begin with depends on what you already know and which unanswered questions could change your launch decisions.

Is this only for software businesses?

No. We work with business owners and founders marketing services as well as products. You might be launching something new, building on existing sales or trying to understand why growth has stalled.

Can you just run our ads or build a landing page?

Yes. Tell us what you need and what it needs to achieve. We’ll consider anything around that work that could affect the result. If we think another issue deserves attention first, we’ll explain why and agree the scope with you.

Will you work with our existing developers or marketers?

Yes. We can work with your existing team and agree who is responsible for which parts of the work. You don’t need to change developers to work with Character Strategy.

How involved will I need to be?

We’ll need your knowledge of the business and your input on important decisions. Tim leads the marketing, with associates contributing to delivery. We’ll agree how to work together around the scope and the people already involved.

What happens when I get in touch?

We’ll discuss what you sell, where the business is today and what you want to change. You don’t need to arrive with a marketing brief. The conversation helps us establish whether we can help and what a sensible starting point could be.

Let’s talk about your business.

What’s working? What isn’t? What would you like to change?

Tell us where you are. We’ll discuss where Character Strategy could help you move forward.