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.

Content Creation

Once you have your messaging in place, you need to apply it to every bit of communication your organization produces. Web Pages, Blog Posts, Articles, the list goes on and on. Every single word you produce should propel your customers towards your “shameless” goal. Be it selling products, selling services, getting donations or acquiring volunteers.

Next comes the Imagery. Perhaps the single most important part of any website is the imagery, because if the imagery is not absolutely perfect no one will ever listen to what you have to say. A terrible image will destroy your brand and lower your prices but a great image will explode sales, leads and engagement.

And video completes the trifecta. The perfect blend of storytelling and promotion will maximize your marketing dollars. We’re not talking infomercials either, we’re talking about compelling, interesting, and emotionally engaging storytelling that can make your organization come to life online.

Conversion Optimization

Your landing pages are 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 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.

We drill in to all the data of your existing site to discover opportunities to increase sales and leads as well as provide recommendations for improvements in data gathering which can result in growth and higher performance. We also analyze site usability and how easy it is for visitors to achieve the intended goals with methods for improvements. The adage “the confused mind says no” is extremely relevant. We want to insure people can quickly and easily achieve your desired goals.

Deploy the Messaging

Now that we have a strong message and a place for people to go and terrific content – 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 weapons are The Value Proposition and Messaging (the “Package”). And marketing is just about delivering the “Package”.

Optimize and Repeat

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.

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.