MARKETING PATHWAY
MARKETING PATHWAY
See our map for your marketing plan before we commit to an on-going partnership. You have a choice to get a pathway for one product/offer or for your brand as a whole. Use our pathway to implement our strategy on your own, to get quotes from others, or as a starting point for our work together.
We’ll craft a comprehensive, personalized, digital marketing strategy bespoke for your offer or business including:
- Brand/Offer Strategy
- Buyer Persona
- Audience Analysis
- Key Messaging
- Social media strategies
- Ad creative
- Organic content plan
- Landing or home page audit
- A sample funnel
- Email marketing plan
- Marketing goals and KPIs
- Testing & optimizing checklist
- Buyer’s journey map
Step 1. We Get Together
We have some choices about how we get together to share information about your brand’s marketing goals and dreams. We’ll walk through a discernment process together online, in-person, or completely asynchronously. This stage of the Marketing Pathway is challenging but the results will bring clarity! If you ever throw up your hands over your advertising or marketing and wish for someone to “just tell me what to do!” We’ve got you…
Meet Online
Well, we've been meeting with clients online even before the global pandemic, so we've got it down. We can meet you (and your team) on zoom or another platform if you prefer. We'll do a deep dive into the inner workings of your brand and gather the details we need to proceed with crafting your plan.
Share Asynchronously
Sometimes you just don't have the capacity for meetings -- we get it! Maybe you're in a hurry to take your side-hustle to market for the Holidays? Maybe what you're doing isn't really that complicated but you just never seem to get a plan in place. We can help!
We'll ask you all the same questions we would if we met together, but you can brainstorm responses and jot them, record them, video them, sketch them - or whatever - on our Trello board. Best thing since sliced bread.
Meet In-Person
Treat yourself. Bring us onsite to meet with you and your team for the onboarding and the Pathway Presentation. Or pick one phase of the process to do in-person? Special clients = special energy. Our loftiest goal is to be able to step in as your fractional CMO and that means more in-depth and personal meetings make sense. We'd love to help and we're here to build relationships as well as profits.
Step 2. We Create Your Plan
While you go back to doing what you do best, we'll work our magic putting together a comprehensible and achievable plan for marketing your product, offer, or brand. It'll take about 10 business days to turn it around for you.
Our team of strategists, analysts and creatives work together to develop and craft your plan. You’ll get details – lots of business intelligence for you to keep. In addition, we’ll work to bring cohesion to your efforts through:
- your brand visual presentation
- how & where you appear online
- your audience segmentation
- your content marketing pillars
- a social media plan
- ready to deploy social media posts
- a ready to use ad campaign
- a sales funnel design
- e-mail/SMS sequences
- a list of marketing goals
- a stats and KPI tracker
- ideas for maximizing customer touchpoints
Step 3. We Reveal Your Path
You'll receive an interactive document of your plan with our thoughts, strategies, examples, and made-for-you digital assets. The Pathway is yours to keep and work from whether you choose to do-it-yourself, have us do it all, or something in-between. It's tailor-made for your business!
We’ll walk you through your plan at a second get-together where you can ask questions, get clarification, talk about timelines, or ask advice. We can reveal your Pathway online with you or send it your way in advance with a follow-up meeting a few days later. It’s your Pathway, so it’s your choice!
Step 4. You Choose Your Route
Of course our goal is to use your Pathway as a great starting point in a lasting-relationship. From here we can quote out the parts you might like us to implement, or you can take the ideas back in-house and implement them yourself. There are options!
Here are some common scenarios for how our clients have chosen to implement their Marketing Pathways:
- We give you a proposal to implement the plan in its entirety. Generally we ask for a 3-month commitment because it can be difficult to start to see results in less than 90 days.
- You might ask us to prioritize the components of the plan and we’ll provide a quote to implement the changes for you one at a time.
- You take the Pathway and work the plan on your own schedule.
- You take the Pathway and piece together freelancers to do the parts you’d rather not.
- You take the Pathway and give it to another agency (or five) to get quotes.
- We walk you through the Pathway presentation, answer all of your questions, and you put it on a shelf for someday.
We’d rather not encounter the last scenario – but it happens more than we care to admit. To counteract the “do nothing” choice and bridge the gap between “Done-for-you” and “Do-it-yourself,” we’ve devised a “Do-with-you” scenario in Step 5 ↓
(We try to think of everything!)
Product Pathway
- Brand Voice & Key Messages
- Audience Analysis, Segmentation & Personas
- Targeting, Strategy & Content for 2 ad platforms
- Social Media Content, Strategy & Plan
- Email Marketing Sequence(s)
- Landing Page Audit, Recommendations & Mockup
- Testing & Optimizing Checklist
- Map of Buyer's Journey & Touchpoints
- Statistics, Analytics, and KPI Tracking
- 100% off future setup fees (usually ~ $1800)
Marketing Pathway
- Brand Appearance & Representation
- Brand Voice, Attitude & Key Messages
- Audience Analysis, Segmentation & Personas
- Competitive Analysis
- Long- and Short-term Marketing Goals
- Targeting, Strategy & Content for all ad platforms
- Social Media Content, Strategy & Plan
- Email Marketing Sequence(s)
- Home Page Audit, Recommendations & Mockup
- Testing & Optimizing Checklist
- Statistics, Analytics & KPI Tracking
- 100% off future setup fees (usually ~ $1800)
Questions?
+ Step 5. We Add Magic
Marketing & Business Strategy Support Packages
Maybe you need a bit of accountability? Or maybe you just don't want to "go it alone" and need a bit of support to keep momentum in your social media content? Getting your ads on various platforms? Interpreting your analytics and results? Maybe you want to pivot or re-brand? We can add some handholding to your package - we're here to help.
We offer marketing and business strategy support packages including individual VIP days, Six Month, and 12-Month Plans. These packages include:
- A kick-off call to get started
- Monthly 90-minute check-in calls
- Email/Slack support between calls
- Monthly analysis & KPI report
- Eyes on your stats in real time
- Adjustments to your strategy and plan
- Web/SEO audit & advice
- Social Media Planning
- Content Marketing Strategy
Topics to cover throughout the year might include: Marketing strategy, individual funnels and product launches, tech stacks, social media strategy, content leadership, e-mail marketing, blog/podcast/video content planning, SEO, online community strategy, online course implementation, experiential marketing & events, influencers & affiliate programs. Yeah – there’s a lot.
6-Month Strategy Support
- Kick-off Call
- Monthly 90-minute Strategy & Problem-Solving Calls
- Email/Slack Support
- Analytics & KPI Reviews
- All Sessions Recorded
- SEO Content Workshop
- Testing & Optimizing Support
- Insight on Specific Struggles
- Help With Conversion Tracking
- Invitation to Annual Strategy Soirée
12-Month Strategy Support
- A Full Year of Support at a discounted rate