“If you can’t describe what you are doing as a process, you don’t know what you’re doing.”
W. Edwards Deming
When it comes to marketing and a brand’s online presence, most businesses don’t have a process much less a plan at all. It can feel overwhelming, but most know something’s missing. It’s costly.
It costs businesses customers they failed to find. It costs them customers they failed to retain, and it costs them revenue they could have had. At worst, it can cost you your business.
I have compiled over a decades worth of experience in marketing, management, copywriting, graphic design, web design and development, branding and more into a adaptable and repeatable model which allows me to rapidly and systematically help brands to define who they are, find more of their right customers and convert and retain them.
It creates a holistic blueprint to address your marketing across time and channels, with one goal in mind – to provide you with a systematic, repeatable and reliable revenue & growth across channels.
This is where it all begins, and is the most critical part of the project. Here I dive deep into getting to know the brand, where it stand and where it wants to go. I discover insights on who they best serve, and what it’s customers really need. I analyze the competition, the threats and opportunities, look for the leaks and find the big wins.
- Brand Story
- Brand Audit Matrix
- Customer Insights
- Renewed Sense of Purpose and Clarity
Design is not just what it looks like and feels like. Design is how it works.Steve Jobs
This stage is where I build out the process. I outline all that was learned and assemble the strategies, timelines, milestones, journeys, guidelines and needs. The project plan is developed here, and is shared with you. You will be able to look at it online anytime you like once it is developed. This will be how it will all work.
- Marketing Plan
- Content Audit
- Marketing Assets – Centralized and Accessible
- Editorial & Promotional Calendar
- Content Workflows & Templates
- Brand & Content Guidelines
- Best Practices for Promotions
- Solution Architecture
- Application of Customer Insights
- Email Marketing Templates
This is the production phase of your project, the actual creation and execution of the plan from production to launch. This could be anything from small design tweaks to complete overhauls. Content is edited and/or produced, templates are made, journeys are mapped, leads are generated, accomplishment becomes real.
- Revitalized Digital Properties
- Content Updates
- Integration of 3rd Party tools
- Content Creation
- Redesigned Site & Site Architecture
- (Re)Launch of the site
After launch, there is still work to do. At this point, you’ll have everything you need to move forward with your marketing. Whether you or your team will handle it all or not is up to you. The decisions were made on data, best practices in conversion, and brand needs. But we’ll never be absolutely sure how they work in the wild. This phase analyzes and optimizes what we learn as your customers start interacting with your new materials. Based on the actions and feedback, all parts of your plan are further refined and executed to gain maximum reach, conversion and opportunities.
- Analytics & Testing
- Ongoing Reporting
- Editing & Optimizing
- Conversion Optimization
- Ongoing Marketing Support