Behind the Scenes at The Underdog Agency: How We Approach Strategy
At The Underdog Agency, strategy isn’t something that sits in a dusty slide deck, only revisited when performance dips. It’s the heartbeat of everything we do.
We believe that marketing should work harder, not just for visibility or vanity metrics, but for real business results. That’s why our strategic approach is built around one simple idea: deliver the right message, to the right audience, at the right time.
We love being creative. It’s in our DNA. But creativity without direction is just noise. What matters to us, and to our clients, is that our ideas lead to impact. That’s why you’ll find us deep in the numbers, syncing with your sales team, and developing a genuine understanding of your wider business goals.
Our Approach to Strategy
It all begins with a clear, structured marketing strategy. We work closely with growth-stage businesses, those in “stage 1” or “stage 2” of development, to make sure marketing isn’t just a function, but a force.
Many companies make it through their early days with a great product and some strong word-of-mouth. But the reality is that up to 90% never push past this point. They hit a ceiling. Staying stuck here often leads to stagnation, or worse, decline, within a few years.
That’s where a fresh approach becomes essential. Navigating beyond that growth plateau requires making tough decisions, and asking even tougher questions. With The Underdog Agency by your side, you’ll get a strategy that doesn’t just look good on paper, it’s built to create sustainable, long-term success.
Content That Works Hard
Content marketing isn’t about churning out articles or jumping on the latest trend. It’s about developing trust and authority, and doing it in a way that solves real problems for your customers.
We focus on your customers’ pain points and your unique selling points, building content that puts your brand in the spotlight for the right reasons. Our aim is simple: get your audience to sit up, listen, and act.
But great content means nothing if no one sees it. That’s why targeted advertising is a crucial part of the puzzle. We ensure your brand story gets in front of the right decision makers when it matters most. From SEO and Google Ads to LinkedIn campaigns and digital PR, we connect all the dots so your content earns the attention it deserves.
Always Testing, Always Improving
Our approach is rooted in analytics. We don’t make assumptions, we make decisions based on data. From performance tracking to A/B testing and creative refinement, we continually adjust to find what really works. It’s a mindset we apply to every campaign, obsessive, yes, but always effective.
This adaptability is part of what sets us apart. As one of our clients put it:
“We were sceptical of outsourcing our marketing at first, but we have found the Underdog agency to be proactive, productive and trustworthy. They got under the hood of the business to form a full digital strategy and have delivered on this through lead generation and brand awareness growth across SEO, Google and LinkedIn. We see them as an extension of the team, and they are not afraid to make improvements and adapt quickly to the changing needs of our business. Happy to recommend the Underdog team!”
Wyn Dormer, Managing Director
Marketing Needs Experts
We’re proud to say we’re not a team of generalists. Marketing today is too complex to leave in the hands of a ‘Jack of all trades’. That’s why each member of The Underdog team brings deep expertise in their own field, whether it’s strategy, SEO, content, paid advertising, email marketing or PR.
You’ll be working with real specialists, people who understand not just the mechanics of marketing, but the commercial impact it needs to deliver.
We’re seeing more businesses turn to AI to produce content quickly and cheaply. And while AI can play a supporting role, it’s not a shortcut to success and cannot compete with marketing experts. Because knowing what content to create, and more importantly, what to do with it, requires strategic insight and human expertise.
The Underdog Attitude
Being an Underdog means something to us. It’s about grit, resilience and always pushing forward. We bring this attitude to every challenge, working with businesses that are hungry to grow and determined to make their mark.
So whether you’re a fast-growing start-up looking to build on momentum, or a more established business that’s hit a growth ceiling, we’ll help you break through. With a strategy tailored to your goals and a team that’s fully invested in your success, The Underdog Agency is here to be your unfair advantage.
Ready to stop guessing and start growing? Let’s talk strategy.