Marketing Strategy

Company Priorities and Goals – "Get more leads" is not actually a proper company goal believe it or not. Often the real company goal is to sell more to more people and grow the bottom line. If all you want is more leads, you can do that, but if you want to be more profitable; there is much more that a strategic marketing plan can do for you. 

Inbound Marketing – What are you doing to help your customers find you organically? In a growing self-service world economy it is critical to have a variety of SEO-optimized content so your brand shows up in relevant search results over your competitors.   

Outbound Marketing – Often see as "traditional" marketing. As times and technology are constantly changing, it is important to understand what percentage of these marketing channels will lead to success for a specific industry or audience. 

Integrated Campaigns – The modern customer journey requires a diverse mix of self-service content and proactive touch-points. A successful marketing campaign has a mix of both outbound and inbound tactics, as well as an understanding of current best practices. 

Cross-Selling – Just because a marketing effort may be focused on a specific product or service, doesn't mean that there isn't room to cross-sell. Create ways to keep the customer journey going. Even if the customer has reached a dead-end with a specific product, it doesn't mean they need to be done with your company. 

Brand Building – Be sure not to loose the forest for the trees. How a company presents its brand consistently and professionally can be just as important when a customer is making a purchasing decision as the product or service they are considering. 

Repeats and Experiments – Use detailed analytics to understand what marketing efforts have performed well in the past and do more! Know what tactics to repeat and where new tactics should be tried.  

Clarification of Key Terms & Roles – A cross-functional team is only as strong as its weakest link. Marketing requires cooperation from several other areas of the business to be successful and it is critically important that all team players are on the same page.