Articles on strategy
12 articles
Target audience analysis: steps and template
A target audience analysis replaces guesswork with well-founded decisions about who you should reach and how. This guide walks through the process step by step – from data collection and segmentation to positioning, a template and an example. You also get verified Swedish data sources and an honest view of when you really need the analysis.
B2B marketing: reach buyers before they call
More decision-makers, longer sales cycles and research that happens out of sight. B2B marketing follows different rules from B2C. This guide covers the buying journey, lead quality, content, LinkedIn and how to measure impact when a deal takes months to close.
What is a marketing strategy?
A marketing strategy is the set of choices that steer positioning, offering, pricing and channels – and just as much what you choose not to do. Here we clarify where it ends and the marketing plan and business strategy begin, which building blocks belong in it and how to tell whether your strategy actually steers or just lists.
Digital strategy 2026: from plan to leads
Most growing companies have some kind of digital plan – few have a strategy that actually generates business. This guide explains what a digital strategy means for a B2B company, how to prioritise channels on a limited budget and how to build in the path from plan to leads from the start.
Customer persona template and interview guide
Most personas are built on guesswork in a conference room, and forgotten the week after. This guide shows a different approach: building the persona on real customer interviews. You get the questions to ask, a template to fill in and an honest look at when personas are useful, and when they just become paperwork.
How to advertise on Google: Google Ads in 2026
Most guides explain what Google Ads is. Fewer explain why the auction rewards relevance over budget, and that insight decides whether your first months bring in business or just cost money. This guide covers how advertising on Google works, which campaign type suits which situation, and what needs to be in place before you press start.
Google Ads cost 2026: total cost & break-even
The cost per click is only part of the cost – and says nothing about whether the advertising pays off. This guide walks through the whole calculation: ad budget, management fee, cost per lead and the honest point at which Google Ads is the wrong channel for your company.
Website strategy: why design is not enough
Most website projects start in the wrong place: with how the website should look, not what it should achieve. A website strategy reverses the order. Here is what it actually contains – and how to recognise an agency that delivers strategy, not just design.
Target group vs customer group vs persona
Target group, customer group and persona are often used interchangeably – but they do not mean the same thing, and mixing them up leads to the wrong decisions. We untangle the three terms, explain how to define each one, and show how they shape your content, your SEO and your visibility in AI answers.
SEO strategy 2026: 7 steps from goal to result
Seven steps from business goal to measurable results – with clear timelines, cost benchmarks and a template you can fill in right on the page. Updated for 2026: Preferred Sources, AI search and what has actually changed.
What is ROI? Formula, examples and calculator
The ROI formula is simple: return minus cost, divided by cost. Applying it honestly is harder – especially for web and SEO, where the effect builds up over time. This guide covers the formula, worked examples, how ROI differs from ROAS and ROMI, and how to calculate it correctly.
Organic marketing 2026: build lasting demand
Organic marketing is no longer just about ranking on Google. This guide shows how to weave SEO, AEO, content and brand into a single engine that builds lasting demand.