Our Competitive Approach Takes the Guesswork Out of Marketing
The first phase in strategic marketing is to DEFINE the client’s needs and the scope of the project.
Is it that easy? We’d like it to be, but the DEFINE stage isn’t meant to be easy; it’s the most vulnerable stage. During DEFINE, we discuss pain points, challenges, and any major factors that influence the success of the project. We also identify the correct stakeholders and set expectations for deliverables.
The PLAN phase = Exciting! That’s right, The PLAN phase is the most exciting phase, at least we think so. First off, there’s a kick-off meeting, “a meeting of the minds”, where all the key stakeholders are invited to start planning the project. From the research and information we’ve gathered from the DEFINE phase, we outline the project and recommend a custom marketing strategy, identifying the key tactics and solutions, personas, milestones, and budget.
One important piece of the PLAN phase is Persona development. In a fantasy world, we could market to everyone and get stellar results, but the truth is, casting such a net is too wide, too expensive, with little payoff. That’s why we identify personas (your ideal customers) in the PLAN phase, and discuss how they’ll interact with the project deliverables and work to accomplish your goals.
What are your customers searching? What are your competitors saying? How can your business get a hefty slice of the market share? By conducting thorough market research and running a keyword and competitor analysis in tandem, we can develop a dynamic content strategy that will attract your audience, influence their buying decisions, and ultimately, convert them from prospect to customer.
The content strategy encompasses several variables. We reflect on the personas and goals identified in the DEFINE stage and use the data from the analyses to make educated recommendations on content topics, themes, and campaigns.
Baked into the content strategy is are also the channels that will be used to distribute and amplify your content. We work with you to define a clear SEO, social media, and SEM strategy, and as a final product provide a rich content calendar, displaying all of the key topics, content pieces, and distribution channels. A good content calendar should be overwhelming at first glance, but after digesting it, it should make sense, is manageable, and sustainable.
In the DESIGN Phase, our designers start designing moodboards and building out wireframes. They’ll never go rogue with your brand as they have been well-versed in the project’s scope, personas, goals, and technology. Additionally, they acknowledge any concepts or branding guidelines you set forth during the DEFINE phase and fully explore the visual components within those parameters.
They provide recommendations for the color scheme, visual elements, typography, and layout, creating a visual framework to fit the content, brand standards, marketing strategy, all while also providing a best-in-class user experience.
Our designers work to ensure you don’t just like the outcome, you LOVE it. Therefore, you can expect an iterative collaboration of discussions and brainstorming along the way, ultimately working through a series of mock-ups in the review process until you give the entire visual representation two thumbs up.
The DEVELOP phase focuses on building out the elements that were crafted in the DESIGN phase. We build the foundation, custom frameworks, and layout types in a staging environment that you have access to in order to review and test before your project is finished.
Special features, interactivity, and custom integrations are also addressed during this phase. And, just like the DESIGN phase, many iterations and updates are made until the deliverables are right, to spec. You may even say, the CONTENT, DESIGN, and DEVELOP phases are often working at the same time[see fig. 1], informing each other until the look, feel, and message are on brand.
Every website, microsite, landing page we ship is fully equipped with scalable code, SEO, SMO, Accessibility standards, performant architecture, and best-practice standards.
LAUNCH = Relief. The hard work should be out of the way for the LAUNCH phase. It’s sanity checking, additional testing, visual polishing, proofreading x 2—all to confirm that the project is ready for launch. Whether it’s getting ready for a website reveal, a digital paid ad campaign, or taking on a new social media platform, the LAUNCH phase means we’ve initiated (and in many cases delivered) the services we promised.
But, of course, this isn’t a set it and forget it phase. Continued testing, from performance optimization to user metrics, will provide valuable data and highlight areas that will benefit from continued progress checks. More on this in the AMPLIFY phase.
Traditional dev shops and agencies will tie a bow on your newly-built website and call it a day. We want to ensure your website is doing what we said it would. That’s why we go a step further and offer project amplification. The AMPLIFY phase focuses on measuring the effectiveness of the project and making adjustments based on those metrics.
AMPLIFY includes, but is not limited to gathering the following:
User feedback, which informs layout or site map adjustments.
Performance metrics, which provide valuable data for improving the overall user experience.
Search Engine metrics, which highlight opportunities to improve the overall audience reach.
We send periodic reports with your site performance, keyword, and social analytics, so you see what we see, and based on the data, provide recommendations on how to amplify your marketing.