How We Do Strategy
Our Strategy Process
There is more to the strategy phase than a simple conversation and some keyword research. Consulting with our clients to best understand the products and services we are selling while determining exactly who their audience personas are is an obvious first step. In written documentation, we outline detailed information about the target demographics, the local market as well as the competitors in the industry.
Our on-boarding month sees a lot of research and documentation created to leave as little to the guessing game as possible. If the proper work is done ahead of time, then the numbers will tell us all we need to know about how to alter or augment the marketing strategy.
Some of the outlined documentation and research that we create.
- Audience Persona Profiling – These are complete breakdowns of several potential customers or clients, their occupations, age, demographic and interests. With these in tote, it helps us create a strategy that will satisfy their needs while creating incentives to meet their demands. Knowing your customer is more important than knowing your own product. Take it from us!
- Local demographic insights – Especially true in dealing with companies that have locally targeted efforts, this ties in directly with persona profiling as we try and determine the actual number of potential clients and customers in any given market as well as a demographic breakdown.
- Competition analysis – Yes, knowing the competition is very helpful. We determine who the competitors are and how their marketing may or may not be performing. This sets the bar so we know what standards we must reach.
- Brand Guidelines Documentation – Not to be overlooked, the brand guidelines document is essential to ensuring that there is concise communication from the brand across all platforms and to make sure the brand is being represented by the same voice in each. Tonality, point of views, information sharing guidelines are all things that are created here. We like to call it “defining” the personality of the company.
- Keyword research – We research what words or phrases work best when searching for your particular product or service. These are broken down locally and can be very targeted when dealing with a specified audience. This helps us create the proper copy, meta tags and descriptions used in online material to elevate better search engine rankings in both paid and organic settings.
- Advertising & Pay Per Click Review – We review a companies current pay per click performance and other paid advertising and media channels to determine what needs to improve.
- Marketing Execution Strategy – MES – Now that we have gathered all of this information, what do we need to do and how are we going to execute it? Here we outline a timetable, goals and how resources are going to be allocated.
A little more in depth than you thought? All of these documents and planning sessions are quite the norm for successful businesses. We do not like to use “Spray and Pray” methods.
