2 3 4 1 R E S E A R C H E V A L U A T I O N A C T I V A T I O N T R A C K I N G & P L A N N I N G & L E A R N I N G We love to plan—no we’re The aim of inbound marketing Monitoring your website is critical Not to Lion King our business, serious—and we know after is to get away from the old to growth. It is what allows us but its the cirlce of life of a our 13 years in this business, interruption business model. to see in real time our efgorts, website to continually repeat it’s an essential part of Engage, excite, and attain the if they’re working or not, if not this process on a monthly, having a successful inbound right customers for you; where how can we fjx, and what can if not daily basis. Insite marketing campaign. those customers actually are. we do better for the future. Advice takes the time to plan, research, implement, track and evaluate.
1 . R E S E A R C H & P L A N N I N G In our business, we know that research and planning are essential tools to not only creating a successful campaign but in executing and analyzing it. Every business is unique and every industry hosts a variety of trends and tricks that work best. Research is the foundation upon which our The results of these efgorts: a personalized entire marketing campaigns are built and is and highly engaging website designed to meet imperative for success. Whether the client client goals and engage target customers; needs a complete overhaul with website and content that exhibits the client as an industry logo design, SEO strategy and creation and expert and customer friendly; and a clear content, or if they just need some social knowledge of what analytical elements to media help, research enables us to quickly track to determine success, failures and when become experts. and where adjustments need to be made. We take the time to get to know a business inside and out, exploring their services and products, history, mission, and of course, their end goals—both short-term and long-term. No marketing campaign is complete without goals, so this is what we look to defjne fjrst. After we defjne the goals, we research what we need to get there and how best to get there. 03
1 . R E S E A R C H & P L A N N I N G The other thing we love? Planning! There is The “what” and “who” is where our research Research and planning are unequivocally real-time marketing and then there is marketing. efgorts pay ofg, as we are quickly able to know imperative to laying the foundation to a Both are essential to a business, but where what types of campaign efgorts work for successful campaign with traceable results and real-time marketing is instant and responsive, your audience and which don’t. The “when” an optimal ROI. Heck, we spend half our time marketing involves long-term campaigns that is twofold. First, we plan how long to run the planning just to make sure what we do is right. take place over a month, three months or campaign (a week, a month, three months, a even a year and are directed at achieving the year). Secondly, we look back to our research highest ROI possible. Such campaigns are only to fjgure out when your target audience is most successful when time is taken to brainstorm, active on your website, social media pages and thoroughly think through each step and other outlets to determine what times and days determine what is needed for each stage. to push our campaign out. No campaign has a Before we even begin a campaign, we like to single platform, so we take the time to plan each make sure we have a solid plan in place for piece carefully while ensuring that they all fjt each stage of a campaign including what, together seamlessly. who, when and how. 04
2 . A C T I V A T I O N In today’s world, marketing is driven primarily online, secondarily in print. Interrupted marketing campaigns of old are no longer productive. Marketing efgorts that work, regardless of a business’ industry, are multidimensional and reaching the audience where they are most active—which in today’s world is online. Don’t believe us? According to Business Insider, 198 million U.S. be looking to attract now or next—Millennials, consumers shopped online during the fjrst those 18 to 34. Known for their extreme social quarter of 2014, that’s essentially 78-percent media activism, this group spends more money of the population age 15 and above! Women online in a given year than any other age group, drive shopping trends, yet men and women averaging about $2,000 annually despite lower both spend money online when it comes to incomes than older generations. e-commerce. Men are more likely to purchase items via mobile devices, and Boomers and In short, being active where your audience seniors have adopted mobile commerce. is, is being active online. And being active Business Insider found 1 in 4 mobile shopper in online where and how it matters is what we the U.S. are over 55. Most importantly though help you do. for businesses today is the generation they will 05
2 . A C T I V A T I O N Today’s marketing efgorts are on-going and • Which gender has a higher presence in Knowing all this can tell us that we need to post designed to engage, excite and attain the your audience at 3 p.m. on Monday, Wednesday and Sunday right customers for your business—those while on Friday and Saturday we should post • What age range is included in your audience who will or who are most likely to make a at 11 a.m., and on Tuesday and Thursday • What ethnicity (if relevant) is most prevalent purchase or desired action. We help you between 9 a.m. and 12 Noon. We fjnd out in your audience develop your online presence through an what works, when and thus keep you active • What interests and community elements interactive website, informative content, when it matters most. your audience associates with engaging social media and press efgorts and help you fjgure out what other advertising Activation is the word of the day. Interruption • What level of education and socioeconomic avenues you should pursue such as Google is a thing of the past. status your audience associates with AdWords, Pinterest Ads and more. And once • What days and times your audience is we get you set up, we take our detailed research active on your site to make sure your efgorts are pushed at max • What social media networks your only when your desired customers are active. audience uses and when When creating your campaign we get down • How many hours your audience to the nitty-gritty and look at the following typically spends online key factors: • What tone and type of content your audience fjnds most appealing 06
3 . T R A C K I N G Monitoring your website is critical to growth. It is what allows us to see our efgorts in real-time: if they’re working or not, if not how can we fjx them, and what can we do better for the future. Using the latest in analytics tools and programs, we take the time each week to make sure what we are doing is working. We look for successes ad failures and then get down and dirty to fjgure out why each ended up that way. Data enables us to understand what type Tracking our results, whether good or bad, helps of content works, what design element was keep marketing campaigns running smoothly for preferred, what colors invite more customers, high ROIs and enables us to take quick action what phrasing draws more leads and sales when we see dips and falls. Analytical data also and more. Tools like Google Analytics help tell helps us know what keywords to use in website us what times of day and days of the week are content, blog and social content, in SEO efgorts optimal for marketing efgorts, where traffjc is and online and print advertising. coming from, what opportunities we can look for to help increase referrals, where we should How often to track? It can vary based on the focus our efgorts on advertising, social and client’s goals, business and needs. Typically we more. Tracking is imperative to understanding like to put together monthly reports but check how to keep a campaign moving forward, for as our marketing efgorts weekly, if not daily. Newer your business grows and changes so to does campaigns are an especially high concern and your audience. And as technology continues require daily tracking for quick adjustments. to introduce new programs and advertising It doesn’t hurt to try something new, but we options, we have to make sure that our always make sure to have our bases covered marketing efgorts are not only still working no matter what! but efgective. 07
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