When working with a new business, I’m always asked about how I create a marketing strategy for my clients. Inquiries typically revolve around account customization. Can branding plans be adjusted to meet specific corporate needs and if so, can a tailored strategy be ROI producing?
The answer to both questions is always yes. It is absolutely true: no two brands are alike and each requires a dynamic marketing strategy that meets short and long-term business goals. While this unique information will heavily influence the individual details of a strategy, it doesn’t exactly define a clear, effective plan of attack. The specifics will vary by company, but at the macro-level the best marketing plans tend to always follow the same five steps.
- STEP 1: DEFINE MARKETING GOALS
- STEP 2: SET A BENCHMARK
- STEP 3: CREATE TO DEMONSTRATE VALUE
- STEP 4: ANALYZING (THE RIGHT) DATA
- STEP 5: ADJUST & GROW
Examples of successful conversions include:
- Booking an appointment.
- Making a reservation.
- Scheduling a consultation.
- Downloading a PDF of other type of document.
- Filling out a contact form.
- Signing up for a newsletter.
- Calling for more information.
Clearly establishing marketing goals at the beginning not only shapes the calls to action you’ll later implement on your website, but will also set a defining level from which you can determine a campaign’s overall success.
For clients launching brand new websites or without previous modes of data analysis, I implement methods of tracking to their website right away. After a period of a month, I perform the benchmark analysis. In this case, it is important to keep in mind that having as much data as possible is key. Only after a period of time (ideally months or more) will you truly have an accurate look at your website’s performance.
- It is unique and demonstrates value, establishing your business as an expert in your given field.
- It prompts website visitors to do something. Whether it is to schedule a consultation or signup for a monthly newsletter, it is far more likely for a visitor to turn into a paying customer when they have direct, obvious opportunities to contact and get in touch with a business.
A combination of textual copy, imagery and video produced regularly over time will go a long way to establish residual value online — with human visitors and search engines alike.
Each report will closely examine data pulled from a variety of sources, including:
- Google Analytics
- Google Conversion Goals
- Google Webmaster Tools
- Website Contact Forms
- Google Adwords Tracking
- Call In-Take Reports
I find immense value in using several data tracking mediums when analyzing a client’s website. No one source can truly portray impactful marketing alone — instead it takes input from a variety of reputable sources that indicate specific ROI-generating action taken online to know if your marketing goals have really been met.
*It is important to note that while one can review a website’s analytics at any time, I encourage webmasters to look at it over a more significant period of time to get a more accurate picture of its success. Diving into data any more frequently often results in getting caught up in the unimportant details and missing the bigger picture.
After recognizing areas for improvement or room for growth, one must act upon it. Not getting the traction to your blog you wanted? Create a monthly newsletter and encourage people to signup for alerts. Notice you’re getting significant traffic by pushing your links on social media sites like Facebook or Instagram? Share more content (and do it often)! Basically in short, making a move (in one direction or another) is paramount to maintaining and growing an effective marketing campaign.
The only thing left to do from here? Start over and repeat.