Evaluate

Gather intelligence, learn the market, and forecast potential for success.

1. Complete a Business Assessment

  • Analyze historical performance
  • 5 W’s: Who, What, Where, When, Why
  • Growth goals – potential revenue (new markets)
  • Resources – Technology Infrastructure
  • SWOT Analysis

 

2. Complete a Marketing Assessment

  • Identify Competitive advantage, Value proposition (USP)
  • Marketing Analytics Reports (SEO, SM, Website)
  • Review marketing done to date
  • Review lead magnets
  • Review website CTAs, content, design, Landing Pages, mobile compatible, optimization
  • Complete a Marketing Team Assessment
  • Internal Marketing Assessment from multiple stakeholders, including marketing and sales leaders, as well as key executives
  • Conduct Internal Brand surveys

 

3. Conduct Discovery Research

  • Identify top 10 competitors
    • Brand positioning, marketing strategies, pricing, product mix, website
    • Analyze their content and what types of content creation do they focus on (blog? Case studies?)
      • Analyze their SEO Structure
      • Study their Social Media Presence
  • Industry Trends & Reports
  • Management team interviews
  • Identify areas of improvement

Establish

Define budgets, goals, audiences and campaign strategies. 

4. Calculate Marketing Budgets

  • Determine realistic budget to build realistic marketing strategies based on available resources
    • Consider ROI – based approach using historical data combined with future goals
  • Build a marketing scorecard to align KPIs with overall goals
    • Build brands, generate leads, convert leads into sales, increase customer loyalty
  • Set prime goal values – benchmarks for a select group of high-priority goals

 

5. Define Your Strengths

  • Determine ideal targeted customer
  • Define Your N.D.P. Grid
  • Define your message
  • Determine Core Currency
  • Determine your Signature Solution (A to Z Process)
  • What is your Funnel Anatomy
  • Build your Ideal Campaigns Funnel Finder, Ultimate Lead Magnet, Trust Builder and Authority Amplifier
  • Curate Content – written, video

 

6. Establish milestones

  • Prepare 90-Day Launch Timeline
  • Construct Campaign Centre
  • Develop Project Centre
  • Integrate into Project Management System
  • Set up Campaign Tracking

Engage

Differentiate by doing.

7. Launch Campaigns (Activate a mix of Builders and Drivers)

  • Builders – long term approach – recurring such as blogging, PR, social engagement
  • Drivers – generate short term returns – leads, new customer conversions, recurring sales

 

8. Adapt Activities Based on Progress

  • Monitor analytics to deliver real-time insight and adapt activities based on performance.

 

9. Monitor Progress (Stay on Track)

  • Monitor how campaigns are performing, and shift strategies and resources as needed to maximize ROI.