Our process consists of 4 stages: DIAGNOSIS, DISCOVERY, STRATEGY, and TACTICS:
DIAGNOSIS: we’ll take a look at the business – how it is presenting itself, its lead generation process, sales tactics, acquisition rates, etc. This is to understand the underlying problem to be addressed. Oftentimes a business owner will come to us thinking what needs to be fixed is X, when the real problem is Y. If the business is brand new, the Diagnosis stage forms part of the Discovery stage outlined below.
DISCOVERY: We analyze the market space the business occupies. The size of the market, growth projections, practices, product/market fit, and how strong the competition. What the ideal client looks like (behavioral drivers, expectations, motivations), how the business is seen from the outside, how much clients are willing to pay vs. how much they actually pay, and so on. Based on these results we formulate a strategy.
STRATEGY: The overarching marketing result on which we need to deliver, with defined and measurable targets, based on your business/revenue plan. An example could be “grow new client inquiries in X sector from A to B within C timeframe.”
TACTICS: This is where we create and disseminate information to pre-defined audience groups, across the appropriate channels, based on the insights obtained from the above stages. Since this depends on the results from the 3 stages above, it is different from one client to another. For example it may be updating your website, copywriting, SEO, collateral production, conversion optimization, advertising, content marketing, social media, videos, podcasts, email, SMS, PR, and so on.
Our fee structure is project-based and built around business goals, timeline, and budget. The mix of services in any engagement program varies by client, since every program is different.
