How do we get there?
The strategy is your top line plan on how you’re going to reach your objectives, within the limitations of your budget, resources and time. We’ll recommend how to tackle problems and make the most of opportunities.
The key components of strategy include:
- Online value proposition: This must answer clearly your online visitors’ question – “What’s in it for me?”
- Which target markets will provide the best low-hanging fruit?
- How to position your offering to appeal to your target markets.
- Internal processes needed to run the marketing engine (such as introducing marketing automation or creating an analytic culture).
- Finding partners and creating marketing alliances.
- Integrating customer data for a complete view.
- Ensuring a great customer experience.
- Focusing on customer acquisition vs customer retention.
- Use of tactical tools to achieve the right outcomes.
- Budget/spend necessary.
A strategy isn’t set in stone – it’s not a static document – it needs to be dynamic enough to predict challenges and allow for contingencies. So our strategies contain a series of trigger points that if activated, will change your course to adapt. For example, if you’ve budgeted $x on Google AdWords per month, but the cost per acquisition rises sharply, you’ll already have a contingency plan to switch the budget over to an alternative.
In a nutshell, we’ll make sure you’re fully prepared for whatever the year throws at you.
How exactly do we get there?
We recommend which tactical tools are best for your business – when to use them, what results to expect, and how much budget you’ll need.
What are some of the tactics we look at? Of course it depends on your industry, business model and objectives, but here are some examples:
- Advertising: Interactive ads, pay per click, display ads, retargeting.
- Public Relations: Online editorial, newsletters, ezines, discussion groups, viral marketing, vine.
- Sponsorship: Sponsoring online events/sites service.
- Sales Force/ Agents/Telemarketing: Virtual sales staff, affiliate marketing, web rings, links/chat.
- Exhibitions, Events and Conferences: Virtual exhibitions, virtual events, webinars.
- Direct Marketing: Opt-in email and eNewsletter.
- Retail Store or Office HQ: Website (SEO and marketing automation opportunity).
- Word Of Mouth: Recommendations, criticisms, feedback, social media, platforms, forums.
- Sales Promotion: Content marketing, incentives, rewards, online loyalty schemes, competitions.
- Merchandising and Packaging: e-tailing, QR Codes, augmented reality, virtual reality.