Business Success Starts with Marketing Strategy.

 

How can you be the best? What business problem do you solve? What can you offer your customers that no other competitor in your space could say? The root of a solid marketing strategy comes down to identifying your company’s unique value proposition, defining it, and figuring out the perfect storm of how, when, where, and to whom you should share it in order to generate business.

 

While marketing is often evaluated by what you see, the pretty photos and the catchy taglines, it is truly defined by what you don’t see–the science behind the ad in front of you. Somewhere a marketer chose that photo based on the demographic data that defined that company’s target customer persona. Somewhere a marketer crafted that tagline based on the well-defined emotion that inspires that target customer’s purchasing decisions. Somewhere a marketer is pulling reports, crunching numbers, mapping forecasts, negotiating buys, and researching trends.

 

We believe marketing is perfect parts creative and science, which is why we call our marketers strategists. When you’re ready to change the way you think about buying marketing, we’ll be here, ready for a discussion.

Business Analysis

When we meet with our clients, marketing is often the smallest part of the conversation. What tactics you have purchased and what campaigns you have run are important, but without a solid understanding of how your business operates, what your sales process looks like, and how you generate profit, any marketing strategy will be incomplete and ill-informed.

 

A thorough understanding of your sales process results in a clearer definition of target criteria and a strong fit matrix for marketing-generated leads. A clearly monitored pipeline provides insights on call answer rate, meeting set rate, appointment sit rate, quote rate, close rate, upsell rate, and retention rate, each of which factors into lead volume goals as well as customer lifetime value. Well-defined operational standards and processes ensure not only customer satisfaction but create a strong and static environment in which marketing tactics can be tested without fear of external variables skewing results.

 

Financial transparency surfaces a true understanding of the costs assumed to acquire a new customer, defining how much a business can afford to invest in marketing to achieve its growth goals while remaining profitable. Your marketing dollars are precious and should be invested intentionally and with discipline. A 360* review of your business allows us to identify and address any operational gaps that might hinder the performance of a marketing campaign before it ever begins, and is arguably the most important step in developing a marketing strategy.

marketing strategy business analysis

Research and Development

Your success is just as much about what is happening outside its four walls as within them. An in-depth look at the industry you operate in, historical and forecasted trends, and market share breakdowns help define past performance and highlight future opportunities.

 

Media monitoring for industry terms and company names on a local and national level provide a sense of the public tone and sentiment surrounding your industry and surface public relations opportunities to combat a negative stigma or position your business as a thought leader within your industry. Competitor analysis on site performance, organic and paid search market share, social media strategy, content, and customer experience can suggest places where competitors are winning which you should mirror or gaps in strategy which you could exploit. An evaluation of the current state of your marketing efforts can help determine if your marketing spend is being invested wisely or should be reallocated, highlighting tactics which are not just driving traffic but also converting and providing profitable results.

 

Your website must be analyzed with more of a scientific eye than a creative one, determining if it is optimized for search engine ranking to drive traffic as well as convert customers once they reach your site. Many businesses develop websites with aesthetics in mind over performance, but the prettiest site is worthless if it is not designed with the buyer in mind. We work to review the workflow of your site to ensure it is moving a customer through the buyer’s journey with clear calls to action to attract, convert, close, and re-engage your site visitor along the way.

marketing strategy research and development

Math and Monitoring

What you measure matters. A well-intentioned marketing strategy will fall flat if you don’t know what performed or by how much. Everything in a marketing plan needs to be tracked and monitored. From unique tracking phone numbers to campaign codes, you must drive attribution to every print piece, email, social post, and paid search campaign you test. This level of granular tracking mustn’t stop there but must continue through the sales and fulfillment process.

 

Not all leads are created equal; a direct mail lead may end up spending more with you than a pay per click lead, and as such you may realize you can afford to invest more in your print tactics than your digital tactics to realize the same degree of profitability. But you can only learn these lessons with disciplined tracking, so measure more than you think you need to today.

Testing Culture

Very few businesses have the patience for true marketing testing, but the exercise is what separates the good campaigns from the great marketing strategy. A marketing test involves isolating one variable–a list, an offer, a design, a medium–and manipulating it alone to determine how that small change impacts performance.

 

Once proven, it involves testing that hypothesis by slowly scaling your investment, using that winning model in 5% of your universe, then 10%, then 20%, only increasing your spend or footprint as the test proves itself at each step along the way. Not everything will work, so you must view a failed test as a success, taking you one step closer to that winning strategy. 

marketing strategy testing