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Strengthening our Digital Strategy: Chris Couchman Joins Embrace

Strengthening our Digital Strategy: Chris Couchman Joins Embrace

Strengthening our digital strategy means bringing in the best minds to lead the way.

It's been an exciting start to 2025, and we're delighted to welcome Chris Couchman as he joins Embrace as our Digital Marketing Strategy Director - strengthening our digital offering in delivering smarter, sharper solutions that help the brands we work with connect, convert and grow.


Here’s his thoughts on a few of the pillars of effective digital marketing, what these mean for you and how to approach them in 2025:

A bit about Chris


With 20 years of experience on both client and agency side for B2B and B2C companies, I've adapted to new tactics and channels in various aspects of the digital landscape. However, one thing remains constant: without understanding your audience and delivering the right messaging and creative, your strategy will fail.


The focus should always be on smarter digital strategies that are more thought out and considered. I've seen brands too often rush to adopt new ‘shiny’ digital channels without considering how they align with overall goals or where their audience actually spends time. Adding insult to injury, budgets are then often spread too thin across too many channels, losing sight of the bigger picture - and how every tactic must support your strategy to maximise ROI from your digital budget.


By focusing on the key pillars, brands can cut through the noise, align tactics with goals, and ensure the strategy delivers meaningful impact. Smarter strategies are less about chasing trends and more about understanding your audience, being intentional and driving results that matter.

Key Digital Strategy Pillars



Lay the groundwork with awareness (Buy me a drink first)


In B2B, the awareness phase is often overlooked. Building awareness with a new audience before moving to the conversion phase is crucial, guiding prospects from reputation to revenue.


Find where your audience is and double down (Creatures of habit)


Keep it simple and scale what works. Always run tests on other channels to keep learning but by putting more into what you know works, you will bring better outcomes and you’ll see bigger growth without spreading the budget too thin.


Don’t forget about your foundation (House built on sand)


To boost conversions, the common answer is to increase the budget. But bandaid budget fix and an increase won't help. Analyse your website’s user journey and contact form performance to ensure you're making the most of your current traffic before considering more spend.


Consistency in content creation (No radio silence)


You’ve worked hard to bring potential customers to your social channels or blog, but without consistent content, you risk losing their interest and momentum. A steady stream of engaging and relevant content keeps your audience coming back and builds trust - where you'll remain top of mind. Through this, you not only grow your community, but also create a free and direct communication channel with an engaged audience, bringing them closer to conversion.


Re-engage your audience (The second act matters)


Collect audience segments based on how they have interacted with your content across channels. This allows you to re-engage them with follow on messaging personalised to them, which encourages engagement and conversion.

Looking ahead


We will be back over the next couple of months to break down these pillars down further alongside how our new exciting digital tools help achieve these goals and help strengthen your strategies for 2025.


Keen to chat about your digital media strategy? Get in touch.

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