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.

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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!

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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)