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Strategy First, Tactics Second: Why Having a Marketing Consultant on Call Changes Everything
- Squint & Co
- Apr 1
- 4 min read
Updated: Apr 14
Let’s face it - business plans are only as good as your ability to actually do something with them.
That’s where strategy - real, practical, tailored marketing strategy - comes in.
Not as a buzzword. Not as a vague bullet point in an investor deck. But as the living, breathing link between your corporate vision and the tactical moves that bring it to life.
At Squint & Co., we believe every business deserves that link. Which is exactly why our Zoom plan includes strategic consultancy as standard - no credits needed. So you can spend less time second-guessing and more time making things happen.
The Gap Between the Business Plan and the Marketing Plan
Most businesses have some form of strategy - a corporate plan, a growth roadmap, a big bold vision. But where things often fall apart is the translation phase. That vital moment where “expand into X market” or “reach new audiences” becomes:
What do we say?
Where do we show up?
Who are we actually talking to?
And what do we do on Monday?
That’s where strategic marketing consultancy earns its keep. It helps you bridge the space between what the business wants to do and how marketing can actually make it happen.
Why Strategy Isn’t Optional (Especially for Growing Businesses)
Whether you’re a lean start-up, an ambitious SME, or a growing team with multiple products and audiences, strategy is what keeps you from shouting into the void. It’s what turns effort into impact.
A good strategic consultant will help you:
Align marketing with your business objectives
Identify the most valuable audiences and channels
Prioritise what to do (and what to stop doing)
Build a tactical roadmap that makes sense - and gets results
Avoid the “throw everything at the wall” approach to marketing
Without strategy, you’re not just wasting budget - you’re wasting energy, attention, and time you probably don’t have to spare.
Tactical Plans Without Strategy Are Just… Lists
Posting on social media? Great. Running ads? Lovely. Filming videos and writing blog posts? Excellent.
But without strategy, these are just activities. Not actions tied to goals. Not a cohesive marketing effort. Just lots of doing - without much direction.
A strong tactical marketing plan should:
Directly support business growth targets
Be flexible enough to scale or shift with your goals
Have clear KPIs, timelines, and ownership
Be sustainable - not just a 2-week content blitz
That’s where a marketing consultant becomes invaluable. Not just to shape strategy - but to help build the tactical plan that supports it.
Why Having Someone on Call Matters
Even the best teams get stuck sometimes. You hit a wall, you get too close to the work, or you’re just too busy executing to think bigger. That’s when having a marketing consultant on speed dial is the difference between spinning wheels and moving forward.
Think of it like this:
Need help repositioning before a product launch?
Want a second brain to sanity-check your annual plan?
Not sure if your new campaign idea actually aligns with your brand?
Team’s stretched and you need someone to step in and get things unstuck?
That’s the job. To zoom out. Connect the dots. Ask the tough questions. And then turn ideas into action.
At Squint & Co., we keep our client list deliberately small - so you always get high-care, high-availability support when you need it. And if you’re on our Zoom plan, that consultancy is totally free.
Wait - Did You Say It’s Free?
Yep. Free in a sense... Strategic consultancy is included for all Zoom plan clients.
That means:
You don’t have to burn credits asking for help with planning
You get regular access to a senior marketing consultant (hi, it’s our founder)
You can use all your credits on implementation — social, PR, video, web, and beyond
It’s our way of saying: let’s do this properly.
Strategy isn’t an upsell. It’s the foundation.
What Strategic Marketing Consultancy with Squint & Co. Actually Looks Like
No 58-slide decks. No vague “brand pillars.” No retainer lock-ins just to hear our thoughts.
Here’s what you can expect:
One-on-one consultancy with the founder
Deep understanding of your business goals and context
Honest, jargon-free advice - even if it’s not what you expected to hear
Tangible outputs: messaging frameworks, tactical plans, content priorities
Fast response when you’re stuck, overwhelmed, or on a deadline
It’s less “advice from a distance” and more “partner in the trenches.”
And When the Strategy’s Done? We Get to Work.
Because we’re a full-service agency, we don’t just tell you what to do - we help you do it. That’s the magic of our credit-based system.
You can:
Use your credits to bring your plan to life
Prioritise different services month to month
Scale up campaigns or go all-in on one area (like PR, video, or content)
Track results and adjust with us in your corner
The consultancy helps you see the road. The credits let you walk it.
Final Thought: Your Business Plan Deserves Better Than Guesswork
You’ve put time into building your business. Setting goals. Mapping revenue streams. Hiring teams.
Don’t leave the marketing part to chance - or worse, to yet another generic agency who “crafts beautiful content” but never asks what you’re actually trying to achieve.
With Squint & Co., you get:
Strategy that aligns with your business plan
Tactical planning that’s achievable, flexible, and targeted
Founder-led consultancy whenever you need it
Credits to turn the plan into real, measurable action
Sound good?
Let’s bring your plan to life - together.
Squint & Co. is a creative marketing agency providing social media management, public relations, video marketing, copywriting, branding, web design, podcasting, e-marketing and strategic consultancy.
