Building a Strategic Marketing Plan
Whether it's improving website conversion and lead generation, increasing sales, building brand awareness, or establishing professional credibility, we'll take the time to understand your business goals and challenges and create a strategic plan to achieve the results you want. Once your website is up and running, we'll be measuring the results based on these benchmarks to ensure your website is continually improving and providing a return on your investment.
The marketing strategy development is the basis for all design, development and marketing activities. It provides a road map throughout the website design project and post-marketing campaign development.
We'll work together to understand the nuances of your industry niche, study competitors and verticals, encapsulate your brand message, and create buyer personas around your target audience. Under this framework, priorities can be established and marketing decisions can be made. This marketing plan is our reference and guide as we move through all stages of the process.
The Strategic Plan Includes:
- goal-setting
- challenges and opportunities
- market research
- competitive analysis
- keyword research
- SEO strategies and best practices
- identification of target buyer personas
- market segmentation
- content strategy and messaging
- sitemap development
- timeline and milestones
Market Research
As a marketing-based company, we know that an effective site is built around a deep knowledge of your company, industry, customers and competitors. Our market research includes analyzing hundreds of qualified keywords surrounding your offering in order to understand your customers' needs and discover the best opportunities to rank in search.
Competitive research also includes studying the websites and marketing activities of your competitors and industry verticals. We'll examine design, functionality and messaging and look at competitive data to discover what's working, what's not, and why.
Analysis and Segmentation of Your Target Audience
Every decision we make about building your unique website revolves around two simple questions: "Who are your visitors?" and "What do they need?" The truth is, your website really isn't about you. Rather, it should be about your visitors and their specific problems, needs or wants. Through audience segmentation we can design a site architecture that leads different groups down different paths in order to provide relevant information on demand while increasing the chances of converting strangers into new business opportunities.
Content Strategy & Sitemap Development
Once we've determined your target audience and segmented them into groups based on their needs, we can start to build out the architecture of your website and begin thinking about giving each group the most relevant path to follow. The sitemap will outline the content pages of your site and will serve as the framework of your content strategy. It also serves as a hierarchy of information, from general information targeted to those in the awareness stage of the buying process, to more detailed content that is focused on visitors in the consideration or decision-making stage.
