Digital Strategy Agency In Australia.
We build digital marketing strategy for established brands: where the growth is, which channels earn the budget, what the first ninety days should test and how the result gets measured. The team that writes the plan is the team that runs it, and the plan comes with the targets you’ll hold us to.
Growth Roadmap
Where the next twelve months of revenue comes from, by channel and by quarter.
Channel And Budget Plan
What each channel is for, what it gets and the return it has to earn.
Measurement Framework
The numbers the plan is judged on, tracked from the click to the sale in your CRM.
Trusted by 200+ brands across ecommerce, consumer tech, food and professional services.
What Our Clients Say.
“Their flexibility to pivot and adapt the campaign in-flight was key, and everything was delivered on time.”
“Soup Agency was happy to tap into our existing organisational channels and ways of working.”
“They’re very proactive in ensuring all tasks are completed.”
How Digital Strategy Works.
A digital strategy is a set of decisions about where growth comes from and what it will cost to get, made before the budget is spent. The decisions are only as good as the evidence behind them, which is why the work runs in four stages.
Diagnose.
Analytics, ad accounts, CRM and margin, read together against the growth target. Most of the evidence for the plan is already sitting in your accounts, and this stage puts it in one view.
Decide.
Audiences, channels, budget and the return each one has to earn, set out with the evidence behind each call. Budgets set by habit get replaced by budgets set by what the numbers support.
Test.
Ninety days in market with one number per test. A plan on paper is a hypothesis, and this is the cheapest way to find out which parts of it hold before a full year of spend goes behind it.
Scale.
Effort and budget follow the evidence. Every channel is measured to revenue, margin or pipeline in your CRM, and the roadmap is re-cut for the next quarter on what the business earned.
Digital Strategy Services.
Six pieces of work that make up a digital marketing strategy. Most engagements use all of them at different depths, scoped to the decision in front of you.
Growth Strategy And Roadmap
The twelve month view of where growth comes from, quarter by quarter, with the revenue model behind it. Built from your numbers, agreed with your leadership and revised as the results come in.
Audience And Market Research
Who buys, why they buy and what stops them, from category research, customer data and interviews. Scoped light for a quick read, or deep for a competitive category with four to six cohorts and full journey mapping.
Channel And Budget Planning
Which channels earn a place in the plan, what each one is for and what it gets. Search, social, SEO, email and creative planned as one system, with budget moving to where the return is.
Market Entry Strategy For Australia
For international brands launching here and Australian brands expanding out. Category and competitor read, local audience and channel plan, pricing and positioning checks, and a launch calendar built around the Australian retail year.
Measurement And Attribution
GA4, Tag Manager, conversion tracking and CRM connected so every channel reports through to revenue or pipeline. The framework fixes the targets before any budget moves.
Testing And Optimisation Roadmap
A test plan for the first ninety days, one question per test, the budget it needs and the result that would change the plan. Winners scale, losers stop, and the roadmap is rewritten each quarter.
Digital Strategy Case Studies.
Three engagements where the strategic decision did the work, each measured on a commercial outcome the client already tracked. Every figure below comes from the client’s own reporting, and each card links through to the full story.
Komerco
- A blended search audit put SEO and paid search on one keyword plan
- Spend moved to the terms proven to convert and away from overlap
- Conversion rate up 98% year on year
Bay Gallery
- Google Ads rebuilt around Performance Max with consolidated product lines
- Asset groups tested for everyday demand and shopping intent
- Online activity connected to in-store outcomes, ROAS up 51%
Rebecca Vallance
- International SEO strategy led alongside dedicated US and UK site launches
- Platform migration planned so rankings and authority carried across
- US traffic up 24% year on year
Why Brands Choose SOUP.
Written By The Team That Runs It.
Your strategist runs the media, the search and the email behind the plan. The advice comes from people who will have to deliver it, and the plan gets rewritten when the results say it should.
Every Channel Under One Roof.
Search, paid social, SEO, email, creative and CRM sit in one team, and the budget split is decided on evidence across all of them. A channel earns its place in the plan on its return, and the same people move the money when that changes.
Decisions You Can Act On.
You get a written plan with the reasoning, the numbers and the sequence, agreed with your leadership team. It reads as a set of decisions and a calendar, and it is yours whether we run it or your team does.
Measured On The Business.
The plan is judged on revenue in your CRM, or pipeline for a B2B business, and the quarterly review reads from those numbers. Where a channel is earning less than its budget, the review says so and the money moves.
How A Strategy Engagement Runs.
Six steps from the first working session to a plan in market. A quick clarity piece and a full growth strategy follow the same six steps, at the depth the decision needs.
Immersion.
A working session with your leadership team and ours on the brand, the numbers and the growth target. It sets the questions the strategy has to answer.
Audit.
Analytics, ad accounts, CRM, site and creative read against your commercial goals. You get a written view of what’s working, what has stalled and what is capping growth.
Research.
Category, competitor and audience research sized to the question, from two or three audience profiles to full personas and journey mapping.
Roadmap.
The plan itself: where growth comes from, channel roles and budget, the measurement framework and a quarter by quarter calendar, presented with the reasoning.
Test.
Ninety days in market on a contained budget, one number per test, with the results read weekly against the plan.
Run.
Winners scale and the roadmap is re-cut each quarter. We run the plan, your team runs it with our advisory support, or you take it in house.
What A Digital Strategy Includes.
This is how we think a strategy through, in the order the work happens. Each piece is built to be used by the people running the marketing, and each is revisited as the results come in.
Diagnose.
What the numbers and the customers say.
Immersion Summary
The agreed growth target, the constraints and the questions the strategy has to answer, written up after the first session.
Audience Profiles
Two or three cohorts for a light engagement, four to six with sub-segments for a competitive category, each with needs, triggers and barriers.
Connection Plan
Which channels and content environments reach each audience, and the role each one plays from awareness to conversion.
Decide.
The plan and the commercial case behind it.
Channel And Budget Model
The recommended split, what each channel is for and the return it needs to earn, with the assumptions shown.
Revenue Model
Volume, conversion, average order or deal value and margin, by channel and by quarter.
Messaging Hierarchy
The problem, solution and proof structure for each audience, ready for the creative and copy briefs.
Test And Scale.
What goes into market and how it is read.
Ninety Day Test Plan
The first tests to run, what each one costs and which outcomes would move budget.
Measurement Framework
KPI definitions, tracking requirements and the reporting cadence, on numbers everyone trusts.
Quarterly Roadmap
The calendar of what runs when, reviewed against results every quarter.
Digital Strategy FAQs.
What does a digital strategy agency do?›
What does a digital strategy engagement include?›
How is strategy different from running campaigns?›
How do you know the strategy is right before we spend on it?›
How long does a digital strategy take?›
What do you need from us?›
Do you build the strategy and then hand it over?›
Can you build a market entry strategy for Australia?›
How do you measure whether the strategy is working?›
Do you work with businesses outside Sydney?›
Start With A Free Strategy Consultation.
Bring the numbers, the channels and the target. A senior strategist works through where the headroom is and what reaching it would take.
Talk To A Senior Strategist.
Tell us what you sell, which channels you run and what growth you’re planning for. You’ll get a view on where it will come from and what it would cost to get.
- +A 45 minute working session with a senior strategist.
- +A written point of view within five business days.
- +A scoped plan if you want one, with the number it will be judged on.
Work with SOUP
Tell us what you need from your marketing. We’ll take a closer look at your business and get in touch to discuss how we can help.
Thanks, we’ve received your request.
One of our strategists will review your enquiry and get back to you within one business day.
A Digital Marketing Strategy Agency Built To Run The Plan.
SOUP is an independent, senior led digital marketing agency working with Australian and international brands. Strategy sits inside the same team that runs Google Ads, paid social, SEO and email, which puts the plan and the people who deliver it in the same room.
What We Usually Find.
Most businesses that come to us for strategy already have marketing running. The budget is split the way it was last year, each channel reports on its own metrics, and nobody can say which one is earning its place. The first job is usually measurement, connecting each channel to revenue, which lets the split be decided on evidence. The second is stopping the work that never had a number attached.
What Is Changing In Digital Strategy.
The platforms now make more of the targeting decisions themselves, which moves the strategic work upstream. The offer, the creative, the audience definition and the measurement carry more of the result than bid settings do. AI search is changing how buyers find and shortlist brands, and first party data decides how well the platforms can find them. A strategy written today has to plan for both.
Who We Work Best With.
Established ecommerce, consumer and B2B brands with marketing already running, where the question is where the next stage of growth comes from and the answer needs evidence behind it. International brands entering Australia and Australian brands expanding out are a growing part of the work.
How An Engagement Starts.
With the strategy consultation, a working session with a senior strategist on the growth target and the marketing behind it. You leave with a written view of where the growth sits and what a plan would take.
Where We Work.
Our strategists work from Sydney, Melbourne and Brisbane with clients anywhere. Working sessions run in the room or on a call, on the same agenda.