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We help clients launch and build brands through a
comprehensive step-by-step process that creates an overall marketing
strategy that will guide them toward success.
We provide the data to create effective marketing
campaigns and write marketing plans. Some or all of the below steps are
included in strategy and campaign development.
Before we even get going, we make sure we understand
fully your business and marketing objectives and get from those who know
best what is going on currently with your brand. This is done through
extensive interviews with key staff, marketing and sales analyses as needed
and a complete study of your product or service, company background and
history and your industry.
What other similar products or services are doing in the
marketplace, who people are using, what are the methods of marketing and
sales they use, what they are saying. This is also a vital part of defining
a positioning which will be successful for your brand. Identify market
opportunity.
Key to effective marketing is to find the correct
markets, split by demographics or lifestyle, you can market to most
successfully. We use various techniques to isolate this information.
We use a mixture of in-depth (qualitative) research and
surveys to find out what your target markets really need or desire;
what their motivations are, what they are planning on doing, where they
would go, where they are already going to get your type of product or
service, what would get them to switch and more! This includes getting what
you can say in your headlines and messaging that will get response.
Vital in today's busy and challenged marketplace is to
have a positioning (position in the marketplace compared to other products)
that will really communicate and cause your target audiences to easily
differentiate your from other “similar” products, and to easily remember you
favorably.
Part of finding your positioning is finding how to best
communicate it, especially if it is a new or unknown product or service. A
lot of new products fail through an inability to quickly communicate its
benefits and difference.
We help you develop brand messages that will resonate
with the public. This includes copy testing.
We help you cut out the guesswork and find what imagery
will best communicate the benefits of your brand and that will be popular
with your target markets.
We help you find your ideal price-point.
We work with our clients to identify the best marketing
media and channels to reach their target audience.
Search engine marketing is the
process of buying visitors through ads on the major search engines such as
Google, Yahoo, MSN and others, as well as by placing ads on targeted websites
within their respective advertising networks, which are quite extensive.
When people search for specific items on these search engines your ads are then
triggered, and when people click on your ads they are then brought to the
appropriate page on your site where they can find out about and purchase that
item. Other ads can be put on selected websites, and be text or graphical. The
text versions of these ads are designed so that if the page a person is viewing
on the internet has certain content in it which matches the keywords the
advertiser has chosen, the ad will then show, which if done correctly, targets
consumers at the exact time they are interested in a specific item.
In
order to be successful, really successful, an online business must approach this
area much differently than a typical B2C (business to consumer) advertiser.
Buying targeted search terms is not enough, and is about where most other
companies stop. It takes research by online marketing experts to find the
correct terms that will lead to a profitable marketing campaign with proven ROI.
Further, unlike most other companies, we know the ROI of the online
marketing process inside and out, so we use our patent pending ROI Accelerator
system to actually maximize the revenue per visitor. What's the secret? Hint: it
has nothing whatsoever to do with the cost per click, bidding strategies, ad
text, or the url the person visits on your site.
To execute a Pay Per
Click program successfully, all ROI must be tracked for each and every keyword
and advertisement across each search engine, and ideally be tied through a CRM
system so that we can track our advertisements from all the different search
engines and websites, all the way through to the new customer acquired, and
further calculate the dollar retail value that customer meant to us. Only then
can we begin the ROI Accelerator process. Most online businesses use on the
order of thousands of keywords as opposed to hundreds like B2B (business to
business) advertisers do, so it necessitates leveraging technology that can help
with the management and all the advertising creatives and keywords. Our
proprietary system can be used by itself as a self service item, or as a tool to
help increase your ROI in marketing programs managed by us.
Search Engine Optimization
Search Engine optimization for
business is the art and science of adapting a website which is meant for
human visitors, to the search engines which even now read and understand
only text. Done well, this can result in "free" search engine traffic from
search engines such as Google, moves product, leads to new customers and
brings in revenue.
Understanding Internet marketing as well as we do,
we know that many websites and most shopping cart systems are not search
engine friendly. We use several software products, several proprietary and
one commercial that can do much to increase visibility in the search
engines. All of these tools can be leveraged by most businesses.
Search Engine Optimization has evolved much beyond optimizing one site
however. Many of the most successful businesses today must employ multiple
websites, all optimized in a different way, along with getting thousands of
links from websites around the internet in order to succeed. The ranking
algorithms of all the search engines are different, which means you need a
different strategy for each search engine. Link Directories, Blog and RSS
promotions, Article Marketing, search engine optimized Press Releases,
purchasing links, secondary content sites with triangular linking
strategies, as well as others are all part of winning the game in SEO
Just optimizing your website is not enough, and has not been enough for
some time now. To win at SEO takes some sophisticated use of technology,
intelligent promotion, and a good long term strategy. We can help you get
those search engine visitors you seek, the really valuable ones that are
searching for exactly the very products and services you provide, and who
are willing to pay for it.
You now have the data necessary to finalize marketing
strategy and write a step-by-step marketing plan. We can supply the broad
steps or, in conjunction with your marketing team, work out a plan that
takes into account budget and deadlines.
In order to devise successful marketing campaigns and
marketing plans, it is important that the above steps have been done before
devising them. All too often a marketing campaign or plan is worked out with
insufficient data and fails as a result.
Once your ads and marketing items have been composed,
they should be tested on the target public to ensure they are communicating
what you intend them to communicate and that they are liked and will get
response. We use various techniques to get this done.
We help you put in place metrics to track campaign
performance and can do periodic reviews and subsequent adjustments to your
marketing and advertising campaigns.