A defined marketing strategy is absolutely key to any organisation looking to grow.
Before we talk about PPC, SEO, Social Media, Email Marketing or any other marketing channel, we need to be able to define your business goals and lay the path to achieving them.
With this approach, our team will work collaboratively with you to establish a successful B2C or B2C strategy. With all strategy work, we look to reverse engineer the end goal and unpick the detail, looking at costs, margins, units of sales required, revenue and much more. With this we can establish what your cost per sale, lead, or new client would be, and define the most cost-effective media channels to help achieve success within your budget.
Who am I marketing to?
Where our campaigns succeed is because of the intensive groundwork we put into audience definition before the campaign starts. Our research phase defines what an ideal target persona looks and behaves like, where they shop, what their budget is and what the emotional triggers are that finally convince them to part with their hard-earned money. Another key aspect of this, but on the other side of the glass, is competitor research. There’s no good spending time on creating lots of marketing assets for an offer if the campaign will never work because your competitors are offering it cheaper. We work hand in hand with you to define who your competitors are, identify the good parts of their offerings which we need to think about, and create your own Unique Selling Proposition (USP).
Inbound marketing was a term coined by the inbound marketing specialists, HubSpot back in 2006. They defined it as a virtuous circle of attracting, closing, converting and delighting customers. To simplify it, Inbound marketing uses your owned media (think of this as your existing brand strengths and assets such as a blog or YouTube channel) or earned media (this could be PR or other types of publicity). By contrast outbound marketing uses paid media such as PPC to push your offering out to totally new customers who haven’t engaged with your brand yet.
Inbound marketing aims to draw customers into your product, rather than overtly pushing your product or service onto them. Inbound marketing is generally content based, whether it is using SEO or social media content to draw customers in and become new leads. A lot of focus is paid to data capture such as having gated content where the consumer can only read the content if they submit an email address.
Direct Response marketing
Direct Response (DR) aims to get immediate leads, rather than building a platform for a future marketing push. It usually involves an instant offer in which the consumer has to act now if they are going to get the discount or deal. When a client selects a DR campaign, they are able to see immediate results in terms of sales or enquiries. The campaign can still place in a number of different formats, from TVads and print to online ads. That is why DR is the most popular marketing strategy among most of our clients.
What will your marketing strategy involve?
Media planning, content calendars and marketing platform recommendations are all part of the strategy, ensuring we connect your business with your customers at the right time, in the right place.
All of our work is data driven, working with a variety of analytical tools to accurately measure conversion rates across your business. We define a methodology and set measurable objectives to ensure that we can highlight where things are working and refine where things need more attention.
Once we’ve developed a strategy, we’re also on hand to help implement it. Contact us today to discuss how we can help with your strategy.