Learn About The Competition
We carefully research your target market, see who your competitors are and learn what they do well and what they do poorly. This is very important because it lets us take advantage of opportunities and low hanging fruit. Often our clients tell us they know who their competitors are. This is a red flag, unless they are seasoned marketers. It’s not about who YOU think your competitors are, it’s about who your CUSTOMERS think your competitors are.
Messaging and Strategy
Now that you know who your competitors are, what is it that you do differently – and more importantly – BETTER than your competition?
“Outstanding Customer Service” doesn’t count. EVERYONE says that.
This is the most important part of the marketing process and the part that even seasoned professionals often don’t seem to understand. And it’s hard. Defining your Value Proposition is a lot like the game of GO. It is a question that takes a second to ask and a lifetime to answer. But if you can answer this one question, marketing is easy. All you have to do then is get your answer in front of as many people as possible.
Create Landing Pages that Convert Visitors into Customers
Your landing page is the most critical part of the sales funnel. Whether it’s donations, products or services, we focus on what you need the most. Customers.
Converting visitors into customers is all about psychology. You need a powerful Call to Action, Social Proof, Persuasive Messaging and spot on Pricing.
Having a great looking website and landing pages that covert without a plan to drive traffic is a lot like getting all dressed up and staying in on Friday night. What good is a great website if no one sees it?
This is why you need to think about Pay Per Click Ads, Email Drip Marketing, Social Media and SEO. Once we have built your website we can also help bring visors to it.
We recommend doing a full SEO sweep to make sure that not only is your content performing but that it is optimized for the search terms you customers are looking for. Then you should advertise across as many channels as your budget permits.
We market a LOT of organizations so we see what works and what doesn’t. And one thing for certain is that these days it’s all about the data. Once you have traffic to your website, you need to see how they behave and adjust. You should ALWAYS be looking at your analytics and responding to the data. These tools make converting visitors into customers easy.
First you look at which of the platforms you set up in step 5 are driving relevant traffic. Then you double down on the good ones and stop the bad ones.
Then look at how your visitors behave. Usually the path is pretty obvious. If they leave quickly, you need more engaging content. Better pictures and text. If they spend a lot of time on the page but don’t buy, you need a better call to action. And if they go to the cart but don’t complete the purchase, then you need to work on your pricing. it’s literally that simple.
Once all the marketing tools are in place we set up a system to communicate with your visitors regularly using remarketing, social media and drip email campaigns.
It’s like dating. People want to get to know you, explore and start a conversation. Only then do you ask for the sale. What does that mean?
We bring qualified people to your site, then we bring them back with language optimized for their frame of mind in the buying cycle.
With our strategies, one out of every third person coming back to your site can turn in to a new customer. We have the expertise to close the deal elegantly and ethically with unequaled precision for maximum impact to your bottom line.
This is something you should ALWAYS be doing. Like evolution, marketing is about survival of the fittest. Once you get your website dialed in, you need to be continuously be improving it. Trends are constantly changing and what works today may no longer work tomorrow.
What we suggest is always be A/B testing your website pages. Create alternate versions of each key page and randomly display them to visitors. There are tools that leet you analyze the traffic and where people are clicking. After a few weeks it’s usually obvious which one performs better. Then archive the bad one and A/B test the new one against yet another experiment. CAUTION: This needs to be done in an organized manner or you won’t know why one page is out performing another. The “WHY” is VERY important!
Meet The Director
Michael Newman, director of marketing at the Bureau Of Small Projects, has been involved in product marketing and management for 18 years and held senior management roles in the musical instrument industry working for companies such as Digidesign (Avid), Loud Technologies, KRK Systems and Gibson.
“With all the background noise in the digital arena, you need someone to provide an answer that cuts to the chase without techno babble. Michael is that answer.”
Andy Heyneman – President and CEO
Robbins Brothers Jewelers
Michael LIVES to find new strategies or tools that can help our clients increase revenue. He pours through the marketing blogs, books and newsletters to always stay on top of this insanity so you don’t have to.