Strategic Planning

Are you trying to determine where to even start in order to attract more clients and increase your revenue? We will deep dive into the campaigns and content you have now and determine where you may need to adjust, pivot, or grow. We will review all aspects of your current marketing mix and channels that together build your complete marketing picture. How and where are you showing up online? Does your website provide the right image and brand? Does it convey the information that your clients need to understand who you are and how you can help them? Who is your target audience and do you have defined client personas?

As we spend time together in the initial working meetings to get a true understanding of your business needs, we’ll form the basis for a long-term strategic plan that ties your business goals, sales process, marketing goals, and marketing initiatives together.

Items that we discuss and consider during this phase include:

Marketing Content

Once you have the foundation of your strategy defined, it’s time to build the deck of content – the messages and individual pieces that you’ll share with your audience. “Content” can mean an incredibly diverse amount of both digital and traditional marketing pieces; simply, content is about the words and imagery you use to communicate who you are and what you have to offer your clients. Our team will analyze your business, your industry, and prospect and client expectations to help you understand what the right communications mix is for you. And then we’ll help you create it! Whether you communicate through writing, video, one on one conversations, or on social media… our end goal is to show your prospects and clients that you’re an expert, you are there for them, and what you have to offer will help them grow their own business.

And yes, this is where your website will come into play. Your website is your hub, where all content is stored and where all campaigns will lead. It’s the most important aspect of your online presence, the place where you control what is being said about your organization. It deserves to be a strong and complete expression of your brand. More on websites later.

Some of the items we’ll explore for your unique marketing mix include:

Marketing Campaigns

So now we know what you have to say – it’s time to put your content to work!  This is where we leverage the content you are creating onto the multiple platforms that fit your business to bring prospects to you and initiate sales conversations.  That article you wrote… it’s time to post about it on the company LinkedIn page, create paid ads online, send it out in a drip email campaign, and have visitors submit their contact information to be able to download it on your website.

We will analyze the campaigns that you are currently conducting and determine which ones bring in prospects and which ones don’t. We’ll create a structure and schedule that has the proper timing, mix, and consistency without overwhelming your audience. We’ll leverage the content that has been created on multiple platforms to enhance the message and delivery of each piece.  Over an annual schedule, campaigns may revolve around promotions, events, or seasons – and all of that is taken into consideration when designing a campaign mix and schedule.

Content marketing, inbound marketing, traditional and digital marketing campaign activities include:

Analytics & Processes

Not only do we at Kindling enjoy using our creativity – we also love data, spreadsheets, reports, and graphs! Especially when it comes to analyzing how well our efforts brought about results and increased profits. It’s an important step to discuss and define what worked and what didn’t, based on the set key metrics and expected results we defined during our initial strategic conversations. We’ll utilize the platforms you’re already on, or suggest new ones, to create custom reports and dashboards for the implemented campaigns. Did you reach your intended goals? Why or why not?

In addition, what processes and automations need to be implemented to continue moving forward smoothly? Reviewing what has been done is vital to continuing to build the strong foundation we created – keeping that roaring fire ablaze – in building your business, closing the loop on customer service, and increasing your profits and revenue.

On a regular basis we’ll be tracking and analyzing the campaigns, website traffic and behavior, and sales processes with tools such as: