CONTENT MARKETING

Perhaps you already have product pages, blog articles, white papers, and other resources. But is this material written with empathy towards the buyer? Does it provide value for their situation, help their current problem, or answer their desperate questions? Unfortunately, content is often too self-centered and rushes to sell to those not yet ready to buy. First, we refresh the content you already have, making it more value-driven and engaging, building trust with the audience. This approach nurtures the relationship further by providing a magnet for inbound traffic as the content now aligns with how people search. Prospects aren’t searching for your product but for remedies to their pain. After the refresh, this serves as the mantra for helping you produce new content.

LEAD MAGNET

When a prospect isn’t ready to buy, what’s the next best thing you can offer them right now? What is so compelling that if they see it in a social post or an ad, they give their name and contact info to get it? Whatever it is, it must provide profound value for their current situation. It must help them today and characterize you as their ideal partner and trusted authority in your industry. It can be an eBook, a calculator, a free consultation, a "How to" series, or anything that begins a dialog and sets the stage for the prospect to return once they’re ready to engage. In our experience transforming numerous clients, the lead magnet is your foundation for establishing a successful lead gen engine.

INTRO ASSETS

Within a few seconds, you should be able to convey who you are, what you do, why you matter, and how a prospect can take action. There’s no better medium to do this than a brand video. Although this might sound like a big undertaking, we’ve found ways to accomplish this quickly and economically. You can combine clips of your team and customers, product demos, industry b-roll, animated text, and other motion graphics to get your message across effectively and entertainingly. Once you have this asset, it amplifies your identity on your homepage, across social, and industry events.

SEARCH OPTIMIZATION

The holy grail of marketing is organic traffic. Connecting prospect's searches to your offering is zero-cost marketing but elusive if your website needs to be fixed. Content Marketing is the lead-in to attract new visitors, but Google and other search engines may penalize your site. Customers won’t discover your site if it’s slow, has broken links, is not tagged correctly, is not mobile-friendly, or has other technical issues. In our first conversation, we highlight these critical bugs and offer a plan to fix them quickly. This audit also includes a plan to scrub toxic backlinks and accumulate valuable, reliable ones. After the technical triage, our content marketing plan lays the foundation to grow your inbound traffic and guide them through engagement funnels.

DIGITAL AD TESTING

One of the quickest ways to understand your market is to begin ad testing. Other marketing tactics take time to set up, run, then analyze, but digital advertising provides immediate data. With a relatively modest budget, you can collect valuable information about your offering, how it’s positioned, how to describe it, how to show it, how to target it, which channel performs best, and the cost to get prospects to your site and take action. Throughout the process, you’re also collecting vitals about demographics, geolocations, behaviors, interests, and, best of all, sales leads. You might not yet be ready to invest in extreme growth, but you can hone your go-to-market using paid ad testing.

SOCIAL MARKETING

As major social networks have become another pay-to-play environment for businesses, it’s evident that unpaid social marketing activity is not a dependable lead-gen channel for most brands. The days of consistent free organic traffic from these platforms are over. However, potential buyers will peruse your social pages during their due diligence. If you are unfindable or inactive on social, prospective clients and search engines, doubt your company’s health and longevity. Even if you’re still planning your overall marketing approach, there’s no reason to, at minimum, keep the lights on with social. We help you repurpose your content, interface with your growing community, plus monitor and react to your industry.

BRANDED CHANNELS

Speaking of social, are you well-represented? Is the information accurate and favorable? It’s easy for profile images and the About Us to become outdated on LinkedIn, X, Facebook, and the like. Perhaps your business details have changed, or you haven’t taken advantage of the platforms continuously adding new attributes for you to leverage. In addition to major global platforms, there are dozens of longtail second-tier platforms and directories that you should own. We won’t suggest actively posting on all channels, but we will recommend blocking others from hijacking your brand. Register and brand as many platforms as possible. This ensures you control your portrayal, expands your digital footprint, and results in more attention.

COMMUNITY RELATIONS

There’s no substitute for a thorough long-term communication plan, but in the interim, immediate tactics are beneficial. 

LOCALIZATION: Do your prospects, clients, and partners know where to find you? Or are you covered up by competitors? Even if you don’t have an open office, accurate business information in maps, local search, Google My Business, and others are critical for new businesses contacting you. 

INDUSTRY MONITORING: We help you set up and monitor your business community. Receive alerts when your constituents are in the news, spy on competitors’ marketing activities, and take advantage of press opportunities. 

PRESS RELEASE: More than likely, something newsworthy has happened to your business since you last issued a press release. Publishing something topical about your company is a great way to jumpstart your marketing, provide shareable content, associate your brand with credible outlets, and get more links back to your site. 

ADVOCACY: When was the last time your company proactively engaged allies? It's relatively easy to inform partners, clients, influencers, employees, and other constituents about your mission and product updates. It doesn’t need to be a marketing-heavy piece. It can simply be a quick and authentic correspondence from someone on the executive team. 

LEAD MANAGEMENT

The marketing activities above will increase traffic to your site, but maximizing conversion is just as important. We work with your sales team to map the buyer’s journey and look for optimization at every step. We ensure your CRM is appropriately configured to support your sales funnel and construct the dashboards to monitor success. Areas with churn are circumvented with remarketing campaigns, and conversion data feeds back into top-of-the-funnel optimizations. Perfecting your lead management is critical to closing deals, generating more revenue, and boosting your business to the next stage.

ANALYTICS & REPORTING

Unless your business is instrumented to analyze your marketing, you are missing great opportunities, and unfortunately, you’re spending precious effort and budget on the wrong things. Ideally, every dollar and hour spent should have an associated measurable ROI. We visualize your funnel by combining the analytic dashboards of Google, social, advertising, and your website. Once you have this marketing visibility, you can optimize your activities, intelligently plan and budget, plus model your business with newfound customer acquisition and revenue insights. Once we configure your analytics, we report the progress of everything above for your business.