Last updated on August 1st, 2018 at 15:53 hrs.
With a good plan and the right tools, a considerable chunk of your digital marketing & sales process can be automated, thereby making your business scaleable. So, let’s roll out your 24/7 lead generation and customer retention machine.
The purpose of marketing is to inform your potential customers that your offering is relevant and worth considering and to guide them on their buyer’s journey with any information that may assist them as they advance through the stages of awareness, research & education, comparison & validation, and on to a purchase decision.
We start by looking at your brand and product or service positioning, so that we can build and improve the digital paths through which people in your target audience find you, identify themselves as leads, and become paying customers.
Once your webshop or website and possibly other digital channels have the technical capability to convert visitors into leads and customers, we’ll keep creating and optimizing conversion funnels. To help people on their buyer’s journey, we’ll also develop a marketing calendar so that you will know exactly what content to create and publish, when, and where.
The trinity of attention strategies
For maximum impact, this calendar is informed by the trinity of Owned, Earned and Paid media attention strategies.
Owned media are the channels that you own and control. We’ll use an inbound content methodology to attract, convert, and delight customers.
Earned media are channels that refer and link to you, giving you visibility and traffic. We reach these media by building relationships with influencers in your industry and among your audience.
Paid media are the channels through which you can advertise. Whether display, search engine, or social media ads, it is important that your paid media campaigns are aligned with your owned and earned media efforts.
In order to make the best use of automation, we are not only keen on building online ‘content wealth’ for the purpose of findability (through search engines and social media), but we also keep developing conversion funnels, the digital pathways that guide people to doing business with you.
A three-step roll-out
This is how we go about it: we plan, build and run with it.
First, we’ll put together a plan that ensures clarity on the brand, the positioning of products and services, and the intended audience of customers, potential customers and influencers (your “personas”). The plan describes how to earn their attention and their business and it includes a marketing calendar, which will guide all marketing activities.
Understanding your personas’ interests, needs, pain points and preferences is incredibly important because it informs how you can reach and serve them. Therefore we take persona intelligence rather seriously.
Next, we’ll build the brand’s digital infrastructure and establish or fine-tune your online presence. Typically, this will involve a webshop or website, supported by your presence on social media and other places and communities where your intended audience can be found.
The purpose of your digital infrastructure is to enable you to attract the right people, convert them into leads, nurture those leads so that they can decide if and when they want to become your customers, and to keep delighting your customers with great service and special treats so that they may spread the word for you. This is an inbound methodology.
The third stage is all about execution and improvement. This is a recurring process, often a monthly cycle, in which we create and distribute our marketing content, engage with people who’ve expressed interest, reach out to influencers, and run advertising campaigns to amplify your visibility.
An important part of the execution is that we consistently create and improve conversion funnels: the pathways through which your potential customers find you, and how they convert from anonymous visitors into leads.
Conversion funnels include landing pages, free give-aways and special offers, supported by blogs and social media posts, automated email marketing, and advertising.
Based on what we learn about our audience and the measurable results of our marketing efforts, we keep improving our marketing plan, calendar and digital infrastructure.
What you get from Cluetail
What you get from Cluetail is a clear and proven method with expert guidance to not only create an online presence that grows your business, but also to create content across owned, earned and paid media that attracts, converts and delights your audience.
I have certifications in Inbound Marketing and Inbound Sales with HubSpot, the marketing automation technology provider. I am also a member of Loyalistic’s partner network. Loyalistic is a Finnish Software as a Service (SaaS) provider, offering an integrated marketing & sales desk. Furthermore, I eat my own dog food by applying the same methodology to Cluetail’s marketing & sales process.
There are a couple of different ways that we can work together:
- One-on-one coaching
- Team coaching
- Interim management
- Specialist services
If you aspire to grow your business through digital marketing & sales, we should probably have a chat. Call me at +358 50 59 33 006, or drop me a line at <firstname.lastname@example.org>.