Tactics that Influence Growth
We provide you the advantage in working with a wide range of marketing tactics. By using traditional and digital marketing solutions, we create a synergy of online and offline presence that covers all customer touch points and in order to provide optimum return on your investment.
Research & Strategy
The research & strategy phase acts as a backbone for all your marketing efforts. Investing the time and budget and asking the right questions in the research phase will allow you to understand your customers and the hot buttons that will guide your marketing strategy. With solid research in place, you can gain valuable insights to develop an effective marketing strategy that is based on qualitative and quantitative research as opposed to conjectures, reducing uncertainty and risk in your marketing spend.
A well-thought out research & strategy phase will act as a guiding line for all your marketing efforts. By getting a good understanding of your customer’s pain points, motivators, media preferences, hot buttons and buying cycle stages, you will be able to develop an effective integrated marketing strategy; this will give you the insights to utilize the right marketing tactics with the right messaging at the right times in the buying cycle.
Effective branding strategy yields competitive advantages over rivals. Clear and consistent identity for your product or service positions your brand clearly in the minds of customers, differentiating your business from competitors. This differentiation is instrumental in markets with a myriad of competing companies and offers buyers an implicit way to mentally and emotionally rank your brand. The investment in brand strategy offers long-term success, as strong branding builds long-lasting relationships with customers.
Well-executed branding strategy ensures an effective influence on profitability. Buyers are more likely to seek information and make purchase decisions based on a concept and image they’ve become familiar with. Branding strategy illustrates the strengths of your brand by communicating brand values, and a strong brand makes it easier to introduce, or reintroduce, a product to the marketplace. We make sure we fully understand your brand and convey its quality, performance and benefits through intuitive marketing.
It’s rare to be in business without a website, and with customers doing most of their research and brand consideration through the Internet, your website is pivotal to your marketing influence. Brand allegiance develops, in part, through the effective engagement your site offers. Sales conversions are facilitated through a site that understands its customer, is visually engaging, is easy to navigate and is optimized for search and lead generation.
We think of your website as a hub and your marketing campaign tactics as the spokes. Since we understand your site is a major playground for conversion, we recommend that an effective website be an essential component of an integrated marketing strategy. Everything you execute should drive traffic back to your site where you can convert visitors into sales or quality leads. Our insightful planning process crafts your site with the right messaging, design and programming to grow your business.
- Target Audience & Behavior research
- User interface
- Creative brief
- Content management system
- Responsive design
- Online store
- Microsites & Landing pages
- Website design & development
- Web hosting
- Custom modules & extensions
- Web security & firewalls
- Cross platform testing
- Google Analytics
- Goal conversion
- Ongoing maintenance & support
- Google multi-channel funnels
The advantages of TV and radio advertising offer the unmitigated elements of high reach and high targetability. In fact, the only comparable advertising rival TV has is the Internet. Reaching the most captive audiences, we’re talking millions of viewers for a prime time show, television ads can illicit a greater impact on the audiences because of its creative capacity. Radio, in comparison, is still highly targetable but a lot less expensive and has much timelier implementation. Radio ads reach a vast audience of buyers who purchase a wide variety of products yet doesn’t require the production equipment or logistics like television commercials.
TV and radio advertising remain valuable marketing tactics because of their extensive reach and potential to capture a target audience. Television ads’ use of multimedia that combines sight, sound and emotion has a great impact on brand awareness, the advantage of multi-sensory appeal and the ability to make emotional connections. Radio advertising proves to be a powerful lead generator when it harnesses effective strategy and is tailored to the right targets and at the right times. Both types, used as integrated approaches, can turbo-charge a marketing campaign.
- Target market research
- Budget planning
- Media buying
- Creative design
- Production and implementation
- Lead nurturing
Pay-per-click (PPC) offers a maximum marketing return on a small, initial investment as you only pay each time someone actually clicks on your ad through a search engine result. Compared to other forms of advertising, where results can take months to determine and changes can take weeks to implement, PPC is one of the most efficient forms of advertising. It allows you to track which ads bring the most traffic, immediately make necessary changes and easily determine your ROI.
If your business is new to the market, your site has been re-designed or recently launched, or you just want people to find you, PPC just makes sense. Even if you’re a small business, PPC allows you to compete on the same playing field with national brands while still allowing you to tailor your budget to your sales goals. It’s a direct marketing tool that drives traffic to a website rather than waiting for visitors naturally. It can be launched quickly, bring in qualified leads and be easily manipulated to improve conversions.
- Keyword research
- Budget planning
- Conversion funnel mapping
- Lead nurturing
- Bid management
- Ad manipulation
- A/B testing
- Landing page optimization
- Google analytics
- Click (CPC, CTR)
- Conversions (CVR, $/CONV)
- Direct ROI tracking
Mobile use has continued to break records year after year and, in some industries, mobile apps are necessary for businesses to reach customers and for customers to reach them. Mobile Apps provide immediate and flexible access to your business and add an additional way for customers to interact with your brand. Instant access to information, promotions and videos is a huge edge in the digital sphere, and mobile apps that offer a transaction convenience can be invaluable for brands.
For many businesses, mobile apps simply make doing business easier and optimize the brand experience. Really good mobile apps are not inexpensive to create, but we carefully consider their intended audience and usage habits. We guide our clients in making smart decisions about how and when to deploy a mobile app as well as in the design and digital delivery of the app.
- Target Audience & Behavior Research
- User Experience Design
- Interface functionality
- Cross App interaction
- App Store Distribution
- Push Notifications
- Device testing
Smart analytics tracking has become a necessary component of every marketing campaign. With the rise in the digital age, your customer’s buying cycle has become longer and much more complex. This means that the old last-click attribution model is no longer sufficient in telling the full story of your marketing efforts. Marketers of businesses must move to a more sophisticated multi-channel attribution model that is able to track a buyer’s journey from awareness to the ultimate purchase and post-purchase activity.
A well-tracked multi-attribution model will be able to reveal hidden nuggets of insight that will give your business a competitive advantage over your competitors. Traditionally, marketers and businesses attribute the sale to the last known referral. However, as buying cycles become more complex and multiple channels are often involved, marketers can no longer ignore the benefits of the intermediary marketing tactics. We will help you track your marketing performance throughout your customer’s journey to identify and fix bottlenecks in your campaigns.
There’s captivating power in public relations strategy. Profitable brands have marketed with a buyer dialogue focus, influencing both the single buyer and the community surrounding that buyer. Businesses need to find ways to engage with their customers and leverage how communities shape a brand’s image. When a brand participates in buyer top-of-mind issues and shares solutions, they increase their value and critically leverage the influence community has on buyer perception.
When you have a powerful public relations campaign in place, you build an authoritative social network that increases your visibility, relevance and influence. You extend the reach of your brand and increase its credibility when you orchestrate messaging that reaches your buyers and their community. Vital to marketing success, public relations tactics facilitate brand consideration and brand loyalty in the buying cycle.
- PR strategy
- Content marketing
- Crisis communications
- Government relations
- Media relations
- Social media
- Video case studies
- Inbound links
A large portion of buyers consult social media before making a purchasing decision, and a number of journalists and bloggers look to social media for information and newsworthy material. It’s an incredibly strong advertising and brand awareness platform as is it an efficient way to encourage buyers to share information about your business. Social media marketing can be a very cost-effective facet to a marketing campaign and is an astute way to test advertisements to target audiences who are online. A stronghold in the toolbox, social media is powerful tactic in an integrated marketing campaign.
- Lead generation through promotions
- PR and events promotion
- Inbound marketing
- Website conversion improvement
- Reputation monitoring
- Generate positive online reviews
- Community management
Email marketing allows you to access a captive audience and deploy campaigns that convert prospects into committed customers at the most opportune time. It also allows you create loyal, active customers who can then act as brand ambassadors to better promote your brand.
Like advertising, email marketing has evolved where people want relevancy – not propaganda, making marketers develop audience relevant content to keep email subscribers engaged. Email automation tools have enabled triggered email to deliver even more timely and focused messages to prospects and customers. This evolution facilitates capturing buying opportunity throughout the purchasing journey.
- One-time or lead nurturing campaigns
- Landing page optimization
- Time trigger or behavior trigger automation
- Split testing
- Creative design
- Content development
- Open rates
- Click-through rates (Tracking URLs)
- Unique tracking phone numbers
Outdoor and print advertising offer the benefits of repeated exposure, longevity and an engaged audience. Seven days a week, 24 hours a day, rain or shine, outdoor generates constant exposure to a target audience that likely drives by on a regular basis. A tremendous addition to a marketing campaign, outdoor can be relocated over and over again or left in one spot for 24/7 exposure. Print ads, particularly in magazines, can promote a product or service for months or even years before someone discards the publication. No other advertising method provides that much potential longevity from a single investment. In addition, brands gain credibility in print, as loyal readers are likely to value them more in a trusted publication.
Think about all the times people are stuck in traffic or waiting at the bus stop. Human nature means our eyes fixate on an image or sign to pass time. In fact, many people will focus on an outdoor advertisement in comparison to the same ad on TV or radio. When people pick up a newspaper or open a magazine, they make a conscious decision to engage its words and images. Outdoor and print allows advertisers to place their brand and messaging in areas where they will be most effective. Since the outdoor location and publication niche have significant influence on buyers, there is no wastage of resources as ads reach their target audience.
- Target audience research
- Budget planning
- Media buying
- Design and messaging
- Placement frequency and relocation
- Transit kings
- Transit shelters
- Vehicle wraps
- Sporting event advertising
- Magazine ads
- Newspaper ads
Successful brands have transitioned their marketing from pushing sales messages to delivering useful information that informs buyers and creates brand preferences. Buyers want to see more than just a professional website or competitive prices. They’re looking for information that makes them more business savvy and feel like they’re in qualified hands. Content marketing is also keen way to capture buyers at different stages in their evaluation process and implement inbound marketing techniques.
Stop selling and help people buy. It’s critical that your brand is positioned as a trusted source of information. Since buyers usually don't contact a sales team until they have just about made their purchase decision, they’ll need compelling content that designates your expertise and that reduces drop-off rates. Our content marketing services attract leads through content developed for Internet search, blogs, email, white papers, social media and more.
- Content curation by buyer topics
- SEO optimization
- Content medium diversity
- Social sharing optimization
- Editorial calendar management
- Content syndication and distribution
- Inbound lead implementation
- Inbound links
- Content traffic performance