A Competitive Analysis
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.
Marketing Plan, Strategy and Messaging
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 branding 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.
Many of our clients don’t have a marketing department or are a team of only one or two people, so this is their “strategic roadmap” with actionable items to guide them in the future.
Homepage and Landing Page Conversion Optimization
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.
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?
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, Social Media Marketing and Remarketing (Those pesky ads you see everywhere for shoes your significant other looked at weeks ago). Once the website is dialed in, we drive highly relevant site traffic, create ads, launch ads and monitor analytics for performance.
Data Collection, Analysis and Reporting
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 4 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.
It’s like dating. People want to get to know you, explore and start a conversation. Only then do you ask for the sale. Drip campaigns are automated emails that send a set of messages or content to leads so you can move them through the sales cycle. 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.
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.
Before we start, we need to do a full SEO sweep to optimize the existing content on your website. Then, once your site has been optimized, we will develop a strategic roadmap to assess, guide, and plan an ongoing digital strategy for your business to make sure it continues to climb and rank well in search engines. This makes sure that the search engines can crawl and index your website as well as making sure the basic SEO content elements are in place to help generate rankings.
SEO is an ongoing conversation. Competitors will also be working to improve their ranking and Google modifies and adjusts their algorithm regularly. As such your website’s SEO needs to be modified and adjusted continuously if you want to keep ranking and improving your position.
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.