We have a very unique approach to digital marketing. Because we’ve been in the trenches doing the actual work (ie: strategy, design, programming, testing, etc.), we have a holistic approach that creates effective marketing results. 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 whose various departments don’t understand how the others work, our team is fine-tuned and concerned about the whole project, not just parts of it.

We approach marketing systematically and find the following steps critical to marketing success.

Emarcom-Value-Journey-Horizontal

We have a very unique approach to digital marketing. Because we’ve been in the trenches doing the actual work (ie: strategy, design, programming, testing, etc.), we have a holistic approach that creates effective marketing results. 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 whose various departments don’t understand how the others work, our team is fine-tuned and concerned about the whole project, not just parts of it.

We approach marketing systematically and find the following steps critical to marketing success.

Emarcom Approach Vertical Layout

Target Market

Emarcom-Target-Audience-Worksheet-ThumbnailKnowing the target audience and how to connect with them is a core discipline for any marketing effort. Consequently, knowing who NOT to target is also very important. An effective target audience exercise not only identifies demographic information but also addresses how your product or service impacts potential customers before and after their purchase. Many companies find new sales and marketing opportunities after doing a target audience worksheet.

Core Offer

Emarcom - Core Offer

A core offer is the essence of your business offering. Whether it be a product or service (or both), there’s a core product any company offers. Even if a company sells many products, the products are usually related in some fashion.

Typically, there are either several components to core offers or various related upsells. Understanding how to break a core offer down into simpler subsets is essential as it’s the smaller components of the core offer that are used in developing a sales funnel. If a core offer has multiple steps to the overall sale, using one of the steps that are required in the sale funnel and take a prospect through the sales process.

Core offer subsets can be partitioned and used as no-cost or low-cost offers designed to build trust and prove your company can deliver on the bigger core offer.

Emarcom Sales Funnel JourneySales Funnel

Sales funnels are designed to take a prospect who knows nothing about your company to become a raving fans of your product or service. Depending on where a prospect is in the process will determine what marketing tactic to use.

Having a systematic, measurable sequence of events and offers can significantly increase marketing efforts and effectiveness. A properly designed sales funnel can effortlessly guide a lead from prospect to client. Sales funnels can also increase the overall lifetime customer value (ie: revenue generated from the client).

Set Key Performance Indicators

Key performance indicators determine if the results are good or bad. You can’t fix what you don’t measure, so KPIs do just that. KPIs can vary depending on the various stages of the sale funnel.

Some KPIs for the various stages include:

  • Unique Pageviews
  • Blog Comments
  • Leads Generated
  • Revenue
  • Social Mentions
  • Referrals

Measure

Data is the cornerstone of all process improvement. Where applicable, we use a Six Sigma approach and look to define, measure, analyze, improve, and control processes to maximize efficiency. Mapping the process helps to zero in on where the system needs improving.

Our experience quickly helps identify the issues causing the undesired variation. Our solutions-oriented expertise can then help companies get back on track to maximum profitability.

Measurements are the results of comparing real versus target KPIs. The discrepancies are tagged as either green (on target), yellow (needs attention), or red (way off and cannot recover). Although red categories are considered bad, it’s important to look at the actual target to see how realistic the KPI actually is.

Adjust

Adjustments are where the “secret” of marketing happens. Knowing what and how to adjust makes companies more competitive, generates more revenue, increases profitability, and ensures business viability for years to come.

We like to approach the adjustment stage using a 3 x 90 strategy. Focus on the top three areas that are red using the Measurements Chart. Give yourself 90 days to make adjustments and give them time to take effect.

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