A Landscape Analysis

Step one is ALWAYS the landscape analysis. To understand the competitive landscape, we carefully research your target market, see who your competitors are and learn what they do well and what they do poorly. We need to know what your competitors do well because you need to be at least as good as they are and knowing what they do poorly lets us spot opportunity 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.

This is why we also interview your clients/customers. Not only do we learn who your REAL competitors are, but also learn about their tastes and preferences which allows us to build a better performing website.

Value Proposition, Strategy and Messaging

What is it that you do differently and BETTER than your competition?

“Outstanding Customer Service” doesn’t count. EVERYONE says that.

Your Value Proposition, Strategy and messaging are the most important parts of the marketing process and the part that even seasoned professionals often don’t seem to understand. And it’s hard.

Defining your messaging strategy is a lot like the game of GO. It is a question that takes a second to ask and a lifetime to answer. But don’t be intimidated, just 2% better is enough, you don’t have to be a million times better, just better.

If you can articulate what it is that you do differently and BETTER than your competition, marketing your brand is just about getting this message in front of as many people as possible, and never in the history of the world have we had more people on the planet or the sophisticated tools to get your messaging in front of them.

Your Brand Story

Now that you understand what your competitors do well and what they do poorly, and now that you can articulate what it is that you do differently and better than they do, it is time to tell YOUR story.

These 3 steps set the strategic foundation for everything else and will make marketing exponentially easier (and who doesn’t like easy).

While your value proposition explains HOW you are different and better, your story tells people WHY. People are story tellers by nature. It’s hardwired into our DNA. While being different and better definitely gives you an edge the reason WHY you do business instills trust and shows your customers that you care about them. Trust and caring of course is critical to the lifetime value of your customers.

This is a great way to persuade new customers to join your community, and remind current customers why it’s great to be there. After all it’s a whole lot easier to keep the customers you have than to always be looking for new ones.

Landing Page Optimization and Coding

Your landing page is the most critical part of the sales funnel. Converting visitors into customers is all about psychology. You need a powerful Call to Action, Social Proof, Persuasive Messaging and Psychological Pricing.

Imagine increasing your conversion rate even by 4% or 5% with a few critical changes. Now factor in the lifetime value of your customers and you can see this report make a huge difference to your bottom line and easily pays for itself quickly.

Whether it’s donations, products or services, we focus on what you need the most. If your website does not have an optimized landing page, then you are throwing money away on advertising because what good is traffic if your customers don’t buy anything?

Driving Traffic to Deploy the Messaging

Now that we have a strong message, terrific content and a place for people to go  – we call this the “Package” – everything else is just the delivery system for the “Package”.

And there has never in the history of the world been more or better ways to deliver your “Package” or people on earth to receive it. PPC Ads, Social Ads, Social Media Pages, Content Marketing, Influencer Marketing, Banner Ads, E-mail Campaigns, YouTube Video, TV Ads, Radio Ads, Direct Mail… the options are staggering.

We are in the money getting business. Our tools are The Value Proposition and Messaging (the “Package”). And marketing is just about delivering the “Package”.

Email Marketing

It’s like dating. People want to get to know you, explore and start a conversation before they buy. Drip campaigns allow you to build relationships and consistently keep in touch with visitors based on their behavior and actions taken by on your website, freeing up time and resources for other sales and marketing initiatives.

Drip campaigns are automated emails that send a set of messages or content to your email list and the leads we harvest from driving traffic, so you can move them through the sales cycle.

We will develop a basic email template and create messages regarding new initiatives to convince readers to contact your organization. We will use best practice email drip marketing methods including creation of copy and image placements in the newsletters, split testing emails, creating subject lines that increase open rates yet reduce instances of spam filter blocking, and call to actions to entice click-throughs. We’ll report on open rates and click-throughs as well.

Data Analysis and Adjustment

In homage to “The Wolf of Wall Street”. Nobody know what is going to sell. I don’t care if you are Leo Burnett or Leo DiCaprio, nobody knows what is going to sell, least of all marketers. ROI, KPI, Customer Personas, it’s all a fugazi. It’s all fake.

Once the “package” has been delivered, you need analyze the data, adjust, discard what doesn’t work and deploy over and over again.

To get an accurate indicator of commercial viability, don’t ask people if they WOULD buy, ask them TO buy, the response to this second approach is the only one that matters.

To keep your business operating at maximum efficiency, we offer a monthly service contract (starting
in the month after your launch and cancellable at any time) that lets you get help in any area where you need it, including Strategy and Messaging, Creative, SEO, Ad Management and Content Creation.

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.

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.