IS YOUR MARKETING MACHINE WORKING?
Your company’s health depends on a well-oiled, efficient marketing machine that cultivates and nurtures each customer touchpoint. To find out if all of your system’s parts are firing on all cylinders, check out our Toolbox.
Marketing and Advertising
Are you reaching your customers, and keeping them engaged?
When customers evaluate their options, your goal must be to craft a strategic marketing and advertising plan that positions your brand as the most compelling choice. Strategic plans and creative concepts that engage prospective customers and convince them that your brand best meets their needs may include:
• Comprehensive market research
• Brand positioning
• Creative development
• Lead generating
• Cross-channel promotion
The expectation-setting tactics derived from your strategic plan may include:
• Social media campaigns
• Digital banner advertising
• Print and broadcast media
• Search engine optimization
• Influencer partnerships
• Email marketing
• Event sponsorships and activations
Create Curiosity
Do your customers know you?
If your customers don’t know you, then we will work together to discover the best ways to build awareness for you. Strategic plans that build awareness may include:
• Advertising
• Public Relations
• Networking
The awareness-building tactics that stem from your strategic plan may include:
• Print ads
• PPC
• SEO / SEM
• Sponsorships
• Tradeshows
• Radio / TV
• Cross-promotion
• Affiliate programs
Set Expectations
Do your customers believe you're the best option to meet their needs?
If your customers are researching options that will meet their needs, then our goal is to develop a strategic plan that makes your value proposition the most compelling option. Strategic plans that engage your prospective customer to believe that you will best meet their needs may include:
• Thought leadership
• Content strategy
• Messaging
• Sales process
• Visual communication
The expectation-setting tactics that stem from your strategic plan may include:
• Blogs
• Seminars and webinars
• Collateral materials
• Email marketing
• Presentations
• Website
• White papers
• Selection of sales funnels
Create an Experience
Do your your customers trust you?
If your customers trust you, then create a positive experience for them so they keep coming back and generate positive feedback and referrals that will attract new customers. Trust is generated after they have tried your solution and love it. Strategic plans that encourage your customers to trust you and provide positive feedback may include:
• Feedback response
• Branding
• Customer service
• Case studies and testimonials
• Referrals
The trust and positive feedback tactics that stem from your strategic plan may include:
• Online reviews
• Social media
• Loyalty programs
• Surveys
Marketing Automation
Are you managing feedback?
Data is not the same thing as results. You need expert analysis of your data in order to make well-informed decisions about what to do next with your investment. Strategic plans designed to integrate marketing automation may include:
• CRM Integration
• Email Automation
• Feedback collection systems
• Customer support integration
• Sentiment analysis
• Lead Scoring
The data-driven tactics that originate from your strategic plan may include:
• Personalized marketing campaigns
• Targeted advertising
• A/B testing
• Behavioral analysis
• Retargeting campaigns
• Content recommendations
• Performance tracking and reporting
• Customer lifetime value analysis
Align Your Team
Do you know where to start?
If you are having a challenge getting momentum for your initiative, a Brand workshop conducted by third-party neutral facilitators may be just the ticket to get everyone on the same page. Team members and clients alike expect a brand to be:
• Memorable
• Personable
• Consistent
The brand-establishing tactics that come from a brand workshop may include:
• Defining brand personality and tone
• Crafting a compelling brand story
• Developing key messaging pillars
• Creating a visual identity system
• Establishing brand values and mission
• Mapping the customer journey
• Aligning internal and external brand perceptions