You've got business goals to meet.
We understand and have designed a process, based on years of big agency experience, to help you determine which types of digital marketing programs should be part of your strategy to achieve your goals and how to execute in a manner that will support you meeting those business goals.
Our process is straight forward and quite simple. It takes the form of a workshop that documents business goals, then aligns these top-level business goals to marketing channels, tactical executions available and identifies key performance indicators (KPI's) that are measurable indications of the progress toward your business goals. This session also helps align potential marketing spends to business outcomes and vice-versa.
This workshop is approximately 4 hours of preparation on our side and 4 hours of live session time with your team & should include as many key stakeholders from your organization as you can get in the room.
Do you know how much you should be spending to get a marketing qualified lead (MQL)?
Do you know how much you might need to invest to get someone closer to the bottom of your sales funnel?
How do we move someone from a MQL to an SQL (sales qualified lead)?
How do we measure all of this?
These questions are all answered during the digital marketing strategy development process.
Through the workshop all business goals, channels available and KPI's are documented and agreed to by your team. We then define market segments and create personas for buyer types in each of these segments. Personas help us understand a variety of things about your digital marketing including: attitudinal information that helps us to understand where your prospective client exists in the digital space and how to approach them.
Once personas are completed, we can begin to understand core messaging around your product or service and how it maps to each prospective client type defined within the personas and which channels might be considered a priority for each.
Through this process we often identify unfulfilled needs for touch points between the first touch and the last touch that do not exist or need to be more tightly aligned with your prospects needs. What do we mean?
Think about a significant purchase in your personal or business life. Think through how you made that buying decision and what interactions you had with the brand you decided to go with, in addition to all the brands and products you considered in the process of making that purchase decision. What extra things might you have wanted from the brand, that would have helped you along that purchase path?
"I've got Google Analytics on my site, I'm good." - Anonymous
Okay. You're looking at your paid traffic coming in vs your natural search traffic vs your social media traffic and it all looks great but, what does it all mean?
Have you gone through a process of defining your measurement approach? What about an attribution model? Are you assuming that every visitor to your site that achieves a KPI is doing that on their very first visit to your site? What if they've interacted with a variety of your demand generation activities before taking an action? What then?
Measurement theory is complex. The application of measurement theory into actions is more complex and with privacy discussions happening every day and regulations changing constantly...trust us, consult a professional.
This website has some advertising trackers loading to collect data about what you're doing on the site. Great. Are they they collecting the proper data? Is anyone using the data to make decisions? Its not a matter of deciding what you can do, its a matter of knowing what you should do and why.
With the right measurement approach in place, your digital marketing activities will work much harder for your business and your goals will be met that much sooner.