Phase 1: Research and Analysis
The most important step before creating any marketing campaigns is to conduct Research and Analysis of your business. Most of the time I can generate great results for you even before implementing any of my marketing strategies. This is especially true for established businesses.
Identifying Your Target Audience
The first thing I do is market research to learn and understand who your perfect customer is and what their journey looks like when shopping for the products and services you offer. After I compile all the data, I create what is called a Buyer Persona.
Buyer Persona – A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. – Hubspot
Buyer Personas allow me to put a face on who we’re marketing to. It allows us to see the world through their eyes. What’s their fears and desires? What problems do they face that your business is trying to solve?
Knowing this information allows me to effectively analyze how well your business relates to your ideal customer.
Establishing The Lifetime Value of A Customer
How much is a customer worth to you? Do most of your customers only purchase once? Do they pay you monthly? How long does your average customer stick around? These are the questions that need to be asked so we can identify what the Life Time Value of a customer is for your business.
Knowing the value of a customer helps us determine how much we can spend to acquire new customers. This is critical information for establishing goals and measuring our marketing performance.
Auditing Your Website and Online Marketing
Once I know who we’re marketing to; I audit all your online assets. I begin by sifting through your analytics data to understand how people interact with your website. Are people taking the actions you want them to? Are you paying too much for your advertising?
Here are the things I audit to ensure I get a full picture of how your business is performing online. My process does vary from business to business. My number 1 goal is to better optimize your online assets to facilitate perpetual growth.
- Website Traffic Sources
- Conversion Rates
- Bounce Rates
- Site Trends
- SEO Optimization
- Content Copy
- Site Flow
- PPC Accounts
- Facebook Ads
- Display Ads
- Other Ads
Identifying Low Hanging Fruit via Pareto Principle
One of the most powerful research mechanisms I leverage when analyzing your business is the Pareto Principle.
The Pareto Principle, also known as the 80/20 rule, is a theory maintaining that 80 percent of the output from a given situation or system is determined by 20 percent of the input.
While auditing your website and online marketing efforts I leverage this principle to identify low hanging fruit. It allows me to identify the 20% responsible for 80% of your business.
I use this principle when analyzing every aspect of your business to ensure that we generate the maximum results with the least amount of input. Ever since I’ve applied the Pareto Principle to my process it’s helped me accomplish amazing results for my clients.
Phase 2: Strategy Development
After I analyze your website and marketing initiatives, I begin constructing a strategy designed to achieve maximum results. I’ll compile all my research and strategy into documentation for you and your stakeholders to review. This allows everyone to get on the same page before implementation. I also break my strategy down into phases with associated time frames to keep everyone productive.
I make this process a joint effort. I want you and your stakeholders to buy into the strategy. That way we have less hurdles in getting everything implemented in a timely manner.
In Phase 1: Research and Analysis, I explained how the Pareto Principle plays a major part in my entire process. This is also true when I’m developing your strategy. This allows me to pinpoint what is working in your business and how to do it more effectively.
Everything I do is data driven to reduce possible human error. I know that sounds robotic, but hey! It works beautifully. Don’t worry I break down the data in an understandable and visual way.
Setting Goals and Marketing KPI’s
Most businesses I work with have quarterly and fiscal year growth goals they aim to accomplish. I make sure that my strategy aligns with those goals. I also make sure to help you establish KPI’s (Key Performance Indicators) that allow your business to measure the effectiveness of my services and strategies.
Key Performance Indicator (KPI) – a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets. -Klipfolio
Immediate Improvements and Actions
The first thing I suggest to any business are the immediate changes and actions that should be made to their website and marketing initiatives. Many of the changes I recommend are based from me applying the Pareto Principle. After auditing hundreds of websites, ads, lead magnets, emails, etc.. Here are the things I usually suggest.
- Website Structure Changes
- Design Changes
- Content Changes
- PPC Changes
- Technology Suggestions
- Email Campaigns
Integrated Marketing Campaigns and Automation
I’m a firm believer in marketing automation. Whether it’s using several platforms working together or all-in-one platforms such as HubSpot, Click Funnels, Marketo, etc…
The technological needs for your businesses online marketing initiatives will be completely dependent on your goals, budget, resources and business type. An E-commerce business will have different needs than a company who relies on lead generation. A billion dollar company will have more resources than a small business owner. I can make my services and strategies work for just about anyone. if you have enough allocated to your marketing budget that is.
Here are the different marketing elements I leverage in my many different marketing strategies.
- PPC Advertising
- Facebook Ads
- Retargeting Ads
- Content Creation/Promotion
- Link Building
- Email Marketing
Phase 3: Implementation
After you approve my marketing strategy it’s time to get the ball rolling. By this point we should have everything laid out that needs to be created and implemented. We’ve agreed on time frames, technology needs, assets needing to be produced and roles/responsibilities.
Typical Implementation Process
After working with many businesses over the years I’ve noticed a pattern of how this process usually goes. The biggest factor boils down to if you have your own marketing team or not. If you have your own team then it will save you money during this process. If you don’t have a marketing team, then I will have to do the work for you coupled with outsourcing. By this point we would have already negotiated who’s responsible for what.
Here’s a list of items that typically need to be implemented or created. This process varies business to business.
- CMS Setup (WordPress, Hubspot, Magento, etc…)
- Google Analytics
- Tracking Pixels
- PPC Campaigns
- Landing Pages
- Lead Magnets
- Pop up Lead Forms
- Facebook Ads
- Retargeting Ads
- Automated Emails
- Social Sharing Functionality
- Content Creation (Site content, blog posts, social posts, etc…)
Phase 4: Track Performance
The beauty of digital marketing is the ability to effectively track its performance. All our marketing initiatives will be tracked to guarantee they hit the goals we established during the strategy development stage. By this phase we would have already had all your tracking pixels and analytics software running and tested.
Tracking Established KPIs to Measure Performance
By the time we get to tracking your performance we will already have established KPIs that measure the effectiveness of our marketing strategy.
Here are the most common KPIs I establish for my clients. I usually don’t monitor minor KPIs like page views, site traffic, etc… This data is always available in your Analytics account. My primary focus for most of my clients is Revenue growth. If your business relies on different metrics I can adjust accordingly.
- Gross/Net Profit
- Number of Leads
- Cost Per Lead
- Cost Per Acquisition
- Number of Conversions
- Conversion Rates
Phase 5: Optimization & Scaling
Now that we’re tracking all your digital marketing efforts, continual improvements will be made for the lifespan you’re my client. The more data that gets collected the more effective I’ll be at optimizing its performance.
It’s a never ending process as long as you’re in business. Your marketing will become more efficient and effective at reaching and converting your target audience into customers. It will help expose weaknesses in your business that should be addressed. This is a good thing! The only way to make a business better is to address the weak points of every step in the customer journey, correct them, and ultimately improve them.
It’s a perpetual and cyclical process that if you master will allow you to take more and more market share until you’re the industry leader. Ultimately I’m more than just a marketing consultant. I’m a part of your team helping you create a better business and how you communicate with those who want and need your products and services.