With every project it is important to have a clear outcome. We engage the client to clarify 'what' the core outcomes are for each project. This includes:
Reviewing existing metrics/results
Preparing a Sales and Marketing Gap Analysis
Producing a Process Flow Analysis
Dollarised or Defined Outcomes
While a client's intuitive beliefs can replace these processes, they are often useful in creating an alternate insight of the challenges facing a business.
A Fresh Look
Often taking a fresh look at your business can explain 'why' things are the way they are. We can quickly review the following areas with various analysis tools:
Audience or Market Analysis
Offer or Sales Proposition Analysis
Process Flow Analysis
The result is often a more insightful understanding of what needs to be considered for the most appropriate strategic path.
- Analysis and Plan
- Define your outcome and alow you to see a clear path
Create content using the right keywords.
What keywords? Your keywords are like bridges. They're the reason anonymous searchers can get to your website. But in order for searchers to make the trek across those bridges and actually visit your site, they have to be interested in the content behind the search listing.
The best way to know what those searchers want is to know your personas -- since it’s your personas who are the searchers you’re trying to attract. Keywords focused on the problems that your personas face or the goals they’re hoping to achieve are what you should be creating content about. Why? Because people are actively looking for solutions to those problems. If you have content that helps solves their problems, searchers will find and visit your site.
What questions? Write blog posts on topics people need answers to.
It’s not just website pages that can help you attract traffic to your site -- your blog can be one of the most powerful tools you have to get new visitors. Just as you should be optimizing your website pages around the keywords that your buyer personas are searching for, you should be doing the same thing with your blog posts. What are your personas’ most frequently asked questions? What are the problems they’re facing and are searching for help with out on the Internet? These are your blog post topics.
Write blog posts that are relevant to your personas and answer their questions so that when your persona searches these terms, your site appears in front of them. This will not only help to keep your website and business top-of-mind next time that searcher is looking for help, but it also aids in building trust with your potential buyers.
Process: Discuss, define and agree on project objectives or purpose
Deliverable: Project Objectives
Process: Define target audience attributes and socio-graphics, including their needs, emotions, pain points, and concerns
Deliverable: Persona Profile
Process: Understand your patients decision pathways, including influencers and time frames. Map likely patient questions posed through the stages of their journey awareness, consideration to decision
Deliverable: Patient Journey
Process: Review current website traffic metrics and research target behaviour, search terms, keywords, traffic analysis, relationships and channels preferences
Deliverable: Target Research
Process: Review existing online presence, client fact find and existing content audit, perform a channel and target gap and sweet spot analysis, basic competition analysis
Deliverable: Platform Gap Analysis
Process: Summarise your content parameters including the who, what, and why of your content. This statement frames, filters and test potential content topics and channels
Deliverable: Content Mission Statement
Process: Marry Objectives with Research and define baseline targets. Define core message, content focus, initial 4 topics and scope non-prioritised list of possible topics. Plan channel gaps resolution. Draft distribution schedule
Deliverable: Preliminary 90 Day Plan -