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.
