... to help you understand and communicate the value you bring to your customer...
We use the following model when working with you on an online marketing project:
- Understand your Business Strategy
- Why are you in business? What are the short and long term objectives of your company? What are your strengths and weaknesses?
- Define a clear Marketing Strategy
- Identify the value proposition:
- Who (is your customer)?
- What (is his need that you satisfy)?
- Why (should he buy your product)?
- Determine the medium (how will you reach your customer)
- Where (is your customer)?
- How (can you reach him)?
- What (will convince him to buy)?
- Develop an Online Marketing Strategy (if your customers can be reached online)
- Determine the goals of Online Marketing: provide information; create brand image; sell product or service; drive traffic to offline sales channel
- Determine steps to achieve the goals
- Create/modify website to suit Online Marketing Strategy
- Communicate value proposition
- Ensure message clarity
- Create trust
- Simplify conversion path and enhance usability
- When appropriate, create urgency
- Define and implement site metrics
- Identify user behaviors that define site performance
- Implement data collection tools: Google Analytics, third-party tools, or proprietary methods
- Analyze metrics and extract conclusions
- Optimize site conversion through A/B testing
- Take advantage of the measurability implemented in the previous step to conduct A/B testing on landing pages
- Apply web design best practices and lander testing to optimize conversion
- Increase quality and quantity of traffic to the site
- Improve traffic from search pages through SEO/SEM
- Conduct targeted email campaigns
- Identify complimentary product/service vendors and build partnerships to drive traffic
- When appropriate, use targeted social network marketing to create buzz
- Build affiliate networks to outsource traffic acquisition
- Conduct offline advertising to drive traffic to site
While we recommend beginning our engagement with a review of your business strategy in order to have a clear vision driving the marketing plan, we will be happy to work with you on any one of more parts of your marketing value chain.
Online Marketing requires ongoing monitoring and change as conditions change. Therefore this engagement model should be repeated internally over time as the market, the competition, and the customers change. Understanding the principles involved will allow you to continuously improve your marketing strategy and reach your long-term business goals. Our objective is to teach you our methodology as we go through it so that you build the internal competencies needed to adapt and respond to the market over time.
