We have a holistic approach to marketing that creates effective results. We’ve worked on both sides of the agency/client coin and know the pitfalls of each perspective.
Our priority is to make each of our client’s marketing as effective as possible and to maximize opportunities and profitability.
New Clients
We’re like doctors when it comes to working with any new client. We need to figure out what’s going on.
We’ll take the following steps:
- Understand the objectives
- Get to know the business, target audience, current business processes, and more
- Learn what’s been done in the past
- Determine if past approaches can be modified for better results
- Develop new approaches based on tried and true marketing principles
We understand how the user experience is critical in communicating an idea or concept and how that can affect design and programming. We also understand how overall strategy plays an important role in choosing the right technology to use.
Unlike large agencies who traditionally have large overhead and rely on different departments working together, our team is fine-tuned and concerned about the whole project, not just parts of it.
We look at the different marketing channels as a single unit and understand how they channels are related. There are synergies between the marketing channels that can better leverage results from one channel and apply them to the other channels for better overall ROI.
Marketing Buckets
We view marketing in the following buckets and use different KPIs to determine success:
- List Size
- Open Rate
- Click-Thru Rate
- Sales
- Send Frequency
SEO
- # Keywords
- Traffic
- Bounce Rate
- Time on Page
- # Backlinks
PPC
- Impressions
- Clicks
- Cost Per Click
- Conversion Rate
- ROI
Content
- Traffic
- Backlinks
- Time On Page
- Bounce Rate
- Opt-Ins
Social Media
- Followers
- Shares
- Clicks
- Bounce
- Opt-Ins
Growth
- # Customers
- Revenue
- Customer Value
- List Size Growth
- Profit
Website Elements
The cornerstone of all marketing channels is a website. Even companies that are heavy in face-to-face events such as tradeshows, events, seminars, trainings, etc. leverage their website for lead generation, customer support, training, patient care, and more.
In our view, we see the website as having three main components:
- Design
- The internet is a visual space, so having an intuitive and appealing design is important. Design also includes the proper use of Call-To-Action buttons, simple navigation, balance between images and text, and more.
- Content
- Content is critical. Google favors websites that are informative and educational. Good content can not only attract potential customers but also keep them from continuing to search and find your competitors. Good content has a direct effect on SEO, PPC, email, and social media efforts as well as garner coveted backlinks from other sites.
- Technology
- The foundation of any site is the technology stack it uses. This includes not only the hosting and content management system, but also the configuration that affect page speed, crawlability, and more. Technology also impacts the level of the website’s accessibility.
Website Elements
The cornerstone of all marketing channels is a website. Even companies that are heavy in face-to-face events such as tradeshows, events, seminars, trainings, etc. leverage their website for lead generation, customer support, training, patient care, and more.
In our view, we see the website as having three main components:
Design
- The internet is a visual space, so having an intuitive and appealing design is important. Design also includes the proper use of Call-To-Action buttons, simple navigation, balance between images and text, and more.
Content
- Content is critical. Google favors websites that are informative and educational. Good content can not only attract potential customers but also keep them from continuing to search and find your competitors. Good content has a direct effect on SEO, PPC, email, and social media efforts as well as garner coveted backlinks from other sites.
Technology
- The foundation of any site is the technology stack it uses. This includes not only the hosting and content management system, but also the configuration that affect page speed, crawlability, and more. Technology also impacts the level of the website’s accessibility.
Marketing Funnel Process
When it comes to overall marketing, we take the following approach:
Know who and who NOT to target. Getting this right makes a big difference.
Learn how to break down your core offer into smaller pieces to use in a sales funnel that will attract leads and customers.
Build a systematic, measurable sequence of events and offers that will attract leads and build trust. Don’t rush the process though!
Use SMART goals or OKRs to stay on track and on target.
Data is the cornerstone of all process improvement. You can’t fix what you don’t measure. Set your KPIs and keep score.
Fine-tune your marketing by making the right amount of adjustments.
We Can Help
Where ever you need help in the marketing process, we’re here to help. We can take on a “quarterback” approach and work with your existing vendors to optimize existing processes or act as your entire fractional marketing department.