How I Plan & Manage It
The Big Picture
Turning your marketing around is not an easy task. It takes commitment and consistency. You need to be open-minded to change if need be. You’ve invested much time, energy, resources, and finances to getting this far. Now, we need to build, update, refine, and improve your marketing. We are all in the art of convincing. Everything you and your company does has one thing in mind: CONVINCE.
You’re convincing prospects to visit your website.
You’re convincing them to visit more than one page.
You’re convincing them to act.
You’re convincing them to buy.
You’re convincing existing customers to renew, buy more, or stay with you (where lifetime value comes into play)
We’ll go through all these convincing processes and work to optimize each one during our engagement.
Discovery
I’ll begin by taking a deep dive into your business.
I’ll begin by taking a deep dive into your business. My assessments cover several topics to set the framework for marketing planning and lead generation. I want to learn as much as possible regarding:
- Current business model and metrics for success
- Your cost-per-acquisition goals and lifetime value of your average customer
- Competition (which leads to my own SWOT analysis)
- Target audiences – who, role, pain points, business challenges
- Sales process and buying cycles
- Current CRM and prospect/client outreach communications
- Your current products/services: Why do prospects need them, and why buy from you
The outcome is a marketing road map, which plants the seeds for growth. It’s the beginning of how I fix The Convince!
Planning & Managing
Next, I develop a plan for each element of your marketing strategy, or, your Convince plan, and then implement & manage those plans.
Next, I develop a plan for each element of your marketing strategy, or, your Convince plan. Marketing plans include:
- Website Enhancement (update content and design) to optimize for engagement and conversion
- Content Marketing Plan (long-form papers, webinars, blogs, social media)
- Search Engine Marketing Plan (SEO and paid search)
- Video Marketing Plan (for website, thought leadership, advertising)
- Media Plan (traditional, digital, direct marketing)
- Promotional Plan (offers, upsell/cross-sell, collateral needs)
- Email Marketing Plan (message, cadence, nurture segmenting)
- E-commerce Shopping Engine Plan (Google, Amazon, feed management)
- Conversion Optimization Plan
- Tele-services and Appointment Setting Plan
- Measurement Plan (Tracking, analytics, reporting)
Website
Build new or update existing website
UX & UI, Design
Customer experience elements
Calls-to-action/offers
Message
Value proposition assessment
“Convincing” message analysis on website
Content map: match persona with relevant messages
Content review within all marketing material
Content Assets
Blogging & Editorial Calendar
Long-form content development: white papers, ebooks, webinars
Guest blogging
Video: Interview style or motion-graphic
Email Marketing
Email list procurement
Audience segment- message alignment
Marketing automation- lead nurture management
Email copy and design
Digital Media
Paid search management
Online display, retargeting, geofencing, programmatic, native, video, app, social
Intent and Predictive targeting based on data signals
Online trade media: enewsletters, ads, lead generation programs
Traditional Media
Media Planning and budgeting
Advanced TV buying (programmatic, connected, addressable)
Other Media: radio, print, out-of-home
Public relations
Direct Marketing
Mailing list research
Direct mail planning & strategy
Trade show and printing
Collateral design
Social Media
Message alignment with channels
Posting & Engagement
Training & coaching
Reputation management (reviews, ratings)
Trust Management
Testimonials & Case Studies
Awards and Associations
About Us/Leadership team page format
Data Security>
Conversion Optimization
Landing page build & optimization
Offer, upsell, cross-sell options
A/B testing offers and messages
Headline and navigation testing
Offers & Promotions
Offer plan for each target audience & retargeting or email
Free offer testing: trials, demos, assessments, shipping, etc.
Lead generation gated offers: downloads, newsletter submts
Web form optimization & design
Marketing Audit
Customer analysis & buyer persona development
Competitive environment
Current KPIs
CRM data cleansing & verification
Search Engine Optimization
Technical audit (crawling, site speed, tags, link profile)
Google My Business optimization
Keyword & Content optimization
App Store Optimization
Analytics
Conversion goal completion plan
Google analytics dashboards
Website behavior flow analysis
Overall business KPI reporting and analysis
Tracking Management
Google Tag Manager
Call Tracking
Cart Abandonment Rate
Assisted conversions & attribution
Ongoing Engagement
My services each month will vary based on need, but typically, marketing consultant services cover:
Strategic plan implementation and management
Project management of tasks and teams
Constant marketing tactical optimization
Ongoing analytics, insights, and recommendations
Weekly or bi-weekly meetings
My Team
To solve and manage specific marketing tasks, I utilize an awesome team of creative and communications specialists on an as-needed basis, covering copy, design, video, SEO, and social media. The team of seasoned experts are chosen specifically to support our ultimate goal — revenue growth.