1. Assessment
Where are you at right now? What are your growth goals and objectives? Where are the gaps in your current marketing efforts that you need to address? What are the opportunities to get there?
Marketing Activity
- Assessment Questionnaire
- Checklist
2. Strategy
By understanding your customers through buyer personas, you’ll better understand what steps you need to take to get more leads and customers? Clarify your vision through a customer journey. Discover a marketing strategy customized for you.
Marketing Activity
- Buyer Persona Research
- Develop Buyer Journey and resulting strategy
3. Foundation
Build your audience. Now that you have your map of how to get to the top of the mountain, your strategy will help you understand what tools you will need to put in place to achieve your objectives. As part of getting additional leads and customers, you may consider the following:
Marketing Activity
- Optimize website pages
- Marketing Automation Setup
- Publishing Fully Optimized Blog Post
- Amplify Blog Post on other social media
- Keyword Research
- Social Media Publishing
- Attract & Convert: Social Monitoring
4. Campaigns
Increase the value of each contact.
Marketing Activity
Turn Strangers Into Visitors
Create a Top of Funnel Offer (TOFU). To convert a stranger into a visitor, you will need to produce content that creates awareness. Because you have done your Buyer Persona research, you will be able to pinpoint their pain point and address it.
- Videos
- Infographics
- Case Studies
- White Papers
- Podcasts
Creating a Conversion Path for TOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
Turn Visitors Into Leads
Create a Middle of Funnel Offer (MOFU). Now that you have a stranger moved up to a visitor, by nurturing your contact, they become a lead by providing relevant content that further addresses their pain point. You’ll want to create lead magnet material:
- Templates
- Tools
- Calculators
- Self Assessments
- Checklists
- Audit Worksheets
- Cheat Sheets
Creating a Conversion Path for MOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
- Convert & Close (Social Inbox Management)
Turn Leads Into Qualified Leads.
At this point, your Buyer Persona has proceeded along the buyer journey and demonstrated that they are interested in your offer because it continues to address their pain point. Still, in the MOFU, you should consider:
- Videos
- Webinars
- Case Studies
- White Papers
- Books/E-Books
- Online Courses
- Offline Events
Qualified Leads Become Opportunities
The Buyer Persona that you have nurtured along is ready to take a step to solve their pain point. You should provide them with an appropriate offer that brings high-value to them with minimal risk.
Create a Bottom of Funnel Offer (BOFU)
- Consultations/Audits
- One-on-One Demonstrations
- Trials
- In-person Seminars/Events
- Estimates
- Samples
- Physical Books
Creating a Conversion Path for BOFU
- It may consist of a Landing Page
- Thank You Page
- Follow Up Emails
- Convert & Close (Social Inbox Management)
5. Optimization
More leads and higher value transactions. This next phase consists of getting greater value out of your marketing efforts by evaluating your results and refining your campaign.
Marketing Activity
- Blogging
- Keyword Research
- Website Design
- On Page SEO
- Link Building / Off Page SEO
- CTA & Conversion Path Building
- Email Marketing
- Lead Nurturing and Automation
- Integration Management
- Monthly Strategy / Review Meetings
- Campaign Performance Reporting