Unpacking the framework

Unpacking the framework

You want to use your online presence to grow your business. Period.

That could mean building a strong and recognised brand, generating sales leads, selling products and services online, or running a loyalty program to delight your customers. Or you may want to expand into new markets and use content and inbound techniques to test if your offering might resonate with a new customer segment.

In any case you will need a digital roadmap that fits hand-in-glove with your business model and your sales strategy. You need a compelling brand story and relevant, useful, smart content to build your audience and guide customers on their journey to doing business with you.

I get it. There are so many digital sales and marketing models, technologies and tactics out there that it can be hard to see the forest for the trees. That’s why I keep things manageable by focusing on six themes: Strategy, Brand, Presence, Content, Inbound, and Expansion.

Here comes the framework again, in a nutshell, as shown on my home page. Then, under it, I’ll unpack each of the six themes in some detail.

STRATEGY

Everything that can be digital will be digital. Digitalisation is in full swing, affecting every industry and every sector. Have you worked out how this megatrend will impact your business? How will you compete sustainably in the digital era?

What opportunities can digital technologies and digitalised processes provide to you, so that you can transform your business towards sustainable competitiveness?

Many companies are digitalising their operations and business processes to become more cost-efficient and flexible. Perhaps you are developing products and services in digital form, to be sold directly online to the global market. But even if what you sell is not made of zeros and ones, the way you sell it, your sales & marketing, will become more and more digitalised.

How to market and sell your offering online and grow your business is what I’m here to help you with.

BRAND

It’s a journey of transformation that starts with a distinctive, clear, appealing brand which is communicated consistently through its every expression and interaction.

Without it, your customers will remain ignorant and confused. With it, they will understand and remember you, gravitate towards the benefits and values your represent, and buy from you – rather than your competitors – the moment they need your product or service. In the marketplace, it’s not always the best product that wins; it’s the one that is communicated best.

PRESENCE

Does your online presence help you compete and grow your business? Do you have a website that shows your customers the value you have to offer and what your brand stands for? Does it compel your prospects to want to know more about you, to identify themselves, tell you what they really want, and buy from you?

Are you visible and findable on the digital platforms and social networks where your customers and prospects hang out? Do those channels communicate your brand and offering in ways that generate business for you? Do they generate traffic and leads to your website or webshop?

Those are some of the key questions to ask when assessing your company’s online presence. I help businesses improve their answers to these questions.

CONTENT

Marketing isn’t advertising or graphic design. Pretty websites don’t sell. Words do.

The first generation of business websites were product brochures with contact information. That was fine as long as most of the buying process still happened off-line. But today, customers complete, on average, 70% of the buyer’s journey online before they even talk with a salesperson.

More and more often, they complete the whole buying process online without ever getting in touch with you personally. In a crowded digital market, the only way to get onto your prospect’s radar and stay top-of-mind within your product or service category is by regularly supplying your audience with relevant and useful or entertaining content.

As business guru Seth Godin has put it:

‘Content marketing is the only marketing left’.

During my career, I’ve been a journalist, a corporate communications editor, an entrepreneur and a marketer.

Unlike most marketers, I know how to tell your brand’s story from the audience’s point of view. Perhaps counter-intuitively, the content we create should not be about us. The customer should be the hero of our story (think Luke Skywalker), while our brand’s role is to be their guide (think Yoda).

Unlike most (ex-)journalists, I know how to make such storytelling part of a 24/7 online lead generation and customer retention machine.

INBOUND

So the trick is to plan your business strategy, your brand, your digital presence and your content so that they all come together in guiding your prospects on their journey towards doing business with you.

We must attract the right prospects, provide them with value so that they are happy to identify themselves, and educate and guide them to becoming customers. We then keep delighting them with content and special treats so that they grow loyal to our brand and happy to spread the word.

This is the inbound sales & marketing methodology that I help businesses to implement. It involves not only owned media content, but also earned and paid media attention strategies. With my framework and hands-on support, international digital marketing, advertising and social media become the growth platforms that they are meant to be, rather than the sources of your frustration.

EXPANSION

Inbound sales & marketing can be a very cost-effective approach for brands that wish to expand into new market territory – such as a new price level, a new category, a new country or language area – but don’t know where it makes most sense to invest and go next.

I’m particularly keen on helping companies internationalise in an agile way, using content and analytics to compare different markets on how well their story resonates with new, under-served audiences. In fact, I’m currently developing this idea into a new, separate service. We’re putting together a team and starting to look for potential pilot customers. Ask me about that if it seems interesting to you.

Next steps:

1

Book a meeting with me to establish where you are on the framework and what you need in order to achieve your growth ambitions.

2

Receive my plan of action: how to deliver your story and take you to the next level of growth.
We’ll tune it until it rocks!

3

See your story come to life and your business grow as you acquire and retain more customers.

TALK TO ME! 🙂
(Tap on the chat below)

Next steps:

1

Book a meeting with me to establish where you are on the framework and what you need in order to achieve your growth ambitions.

2
Receive my plan of action: how to deliver your story and take you to the next level of growth.
We’ll tune it until it rocks!
3

See your story come to life and your business grow as you acquire and retain more customers.

Click on the chat and talk to me! 🙂

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