Okay, so, we've sat down, we've heard all about your business, the products and services you offer, and who's buying them. Now it's time for us to turn all of that information into a marketing plan that will bring you the quality leads you've been hoping for. Usually all this happens behind closed doors, but because I like you I'm going to give you a "behind the curtain" peek at how Waypost handles post-project discovery analysis, strategy, and planning.
But first, allow me to set the scene:
Scene—The Conference Room
Your marketing team sits around the table. Present is Doug (President), Erin (Vice President), Michelle (Strategist), and the Inbound Marketing Producer who will be taking on your account. Each of us sits with coffee, water, a laptop, and a pen and paper. The whiteboard has been wiped clean. I [Michelle] stand poised on a chair with marker in hand ready to diagram everything out for all to see.
Act 1—Analysis of Your Assets & Differentiators
So, Erin mentioned in last week's project discovery article that we require great detail regarding your key differentiators and the assets you already have available. We start by listing these out on the board. So in one column we'll list your differentiators; things like payment options, authority/credibility, experience, niche focus, and brand recognition. In the next column, we'll list out the assets you're bringing to the table; things like eBooks or checklists you've already written, your website (if it's not in need of a full redesign), or segmented lists of contacts.
Once we have those, we start discussing the best way to utilize your existing collateral.
Once we know what we have, we start listing out what we need. If you've already signed your contract with us, we already know the content we need to plan out (weekly blog articles, monthly emails, quarterly landing pages, etc.) and we start brainstorming specifics like "What blog topics do we need to cover this quarter?" or "What landing pages do we need to create based on the assets we have?" We'll also be discussing what changes need to be made to your website like adding calls-to-action, making adjustments to sales funnels, and/or reworking content to better speak to your buyer personas and highlight your differentiators.
If you haven't yet signed your contract, we'll take this time to determine the right mix of marketing activities for your business' unique needs.
Finally, once we know what we have, what we need, and what we're doing with all of it, we start planning and scheduling everything out so that everyone knows what they're responsible for and so that everything gets done (and done on time). From there we pull in additional help from our creative team, technical director, and content manager as needed to get things done, internal documentation is typed up so we can keep track of everything, we create a three month content plan that we'll share with you, and to-dos are set!
"That's cool," you say, "but why did you put this in a play format? I don't want to judge, but it seemed kind of out of place?" I see where you're coming from, but much like a play this whole process is a work of art that can only be pulled off successfully thanks to the dedication and cooperation of many people, some of which you'll see, and many which work their magic behind the scenes.