Strategy

Digital marketing is a form of executing a content marketing strategy. However, understanding the digital tools is a prerequisite to creating an effective content marketing strategy, which is a plan of action using content marketing and other marketing tools and approaches to achieve specific business goals.

We understand what questions must be answered to create a strategy, and we provide assistance in getting these answers through primary and secondary research and analysis.  We work with our clients to create a digital marketing. We understand what questions must be answered to create a strategy, and we provide assistance in getting these answers through primary and secondary research and analysis.  We work with our clients to create a digital marketing strategy and have the content, design, and development expertise to act on that strategy by providing well-designed digital content in the right format for digital distribution and measurement.

Puzzle pieces locking together representing different traits or characteristics of customers

Customer Discovery
(a.k.a. Market Research)

Customer discovery is multi-faceted. At its core, it is the simple act of matching the problem customers will pay to solve with your solution. The process includes testing problem/solution fit, testing the hypotheses related to who your customers are, where they go, who the listen to,  how important the problem is as measured by price the customer will pay, and your customer’s reaction to your product, service, benefits, features, experience.  We engage with our clients for all or part of this process. Without it, it is very hard to develop strong products, and also strong messaging. It is also required to know what channels to use to talk about your solution.

Example Deliverables: Customer/Buyer/Influencer Persona, Buyer’s Journey, Market Analysis

web page contain text, image and video content

Content Marketing Strategy

Ideally, your content marketing strategy is connected to your business goals. It is a plan for marketing activities that fulfill objectives that will lead to achieving a business aim. For example, if you have a business goal to increase revenue through direct sales, an objective may be to increase your market qualified leads. If your have determined that most customers find their solution via a Google search, then your website could become a crucial part of increasing your market qualified leads. The number of leads you need to generate to achieve the revenue increase can then be a metric for your website performance.  The content of your website then must be formulated to support lead generation.

Example Deliverables: Marketing Strategy One-Page Plan, Content Marketing Calendar, Content Definition

megaphone communicating a message

Communication Strategy

Communication strategies are as diverse as the companies and markets they connect.  Simply put, it is the plan for how you will get the word out about your company and solution to the people who most care about it and need it. This can include trade media and organizations, mailing lists that you have built and curated, social media, print, audio,  and visual media, formal channels and informal channels. The customer discovery process is tightly connected to creating a communication strategy as this data is used to determine what channels are best used for your target customers, buyers and influencers.

Example Deliverables: Communication Strategy, Social Media Strategy, Conference Strategy

Rocket or startup launching

Launch Strategy

A launch strategy is a plan for how to create awareness for anything your business does. For example, you can have a launch strategy for an event, a product, a service, or even a digital marketing product (like a website). The objective is to draw the attention of your market segment to your activity.  Multiple types of marketing activities can play a role in your launch strategy.  The goal is to build awareness, anticipation, and enthusiasm so that whatever you need your prospective customers to do, they are primed to do it!

Example Deliverables: Launch Strategy, Launch Schedule or Calendar, Drip Campaign, PR/Social Media Strategy

Eye recognizing a company brand or logo

Brand Strategy

Brand strategy is a plan for the development of your company’s image and reputation (brand) to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to your customer discovery process where you determined your customers’ needs, emotions, and the competitive landscape.

Example Deliverables: Brand Strategy, Brand Developmemnt Concepts, Brand Guide

smartphone with marketing message on screen

Digital Marketing Strategy

A digital marketing strategy is a plan for how to utilize digital marketing tools to their advantage to maximize reach, traceability, and optimization of your marketing campaigns to support your business goals. Digital marketing campaigns can be structured so that the customer response can be tracked and analyzed. Open rates, views, and clicks on calls to action or other important links can be measured.

In order to capitalize on the digital format, content must be hosted on a URL (a web page). Google Analytics, which is free, can be easily set up to measure behavior on a URL hosted on a company’s website. This provides valuable data by answering questions like: “What content attracts my customers?”, “What do people look for when they visit my site?”, “What digital marketing investments have resulted in page views? Downloads? Contacts or new leads?” Because digital marketing provides data, questions about how to best reach your market and encourage the customer behavior you would like to see can be structured as experiments. These experiments can be performed, and data can be collected, to influence your next steps. Each experiment brings you closer to achieving your business goals.

Example Deliverables: Digital Marketing Strategy

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