September 30, 2012

Strategic Marketing

Marketing Plan, Strategy & Management Services


We simplify marketing plans and strategy so small business owners and  midsize organizations will grow. And we do this through consulting, planning, and implementation management.

Our clients understand that today’s customer has changed the way they want to find, engage, shop and buy from businesses. They know they must change the way they market and position their business in a competitive and crowded marketplace if they want to continue to grow.

But often, our clients come to us feeling overwhelmed by the idea of marketing and don’t know where to start, or how to improve what they already have. Many question the bottom-line effectiveness of their:

  • messaging
  • website
  • online marketing and advertising
  • marketing materials
  • lead generation activities

They are also tired of  marketing vendors promoting the same “get more leads, get found, and take over the world” message, but not delivering on the results.

These are just a few reasons why our clients first look to us to gain clarity about future marketing and business development opportunities and we help them by providing valuable insight to:

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Educate themselves and their staff on the vision and current plan to keep marketing momentum at a high level. Document a strategic marketing
plan
that provides them with clarity, confidence  and customers on their future growth journey.
Grow by mastering their best marketing activities and programs.

Because our clients view us as a strategic partner and not a vendor, they value an ongoing open, honest, and transparent dialogue as we guide them along their journey.

Once a plan has been established, we then guide our clients through implementation to build a marketing process. As a part of that process we sometimes manage website design, graphic design and online marketing for our clients, and provide outsourced marketing support services to help implement their processes moving forward such as:

  • Online lead generation (PPC, SEO, social media advertising, email capture forms)
  • Printed material for direct mail campaigns
  • Email marketing campaigns
  • Telephone marketing messages
  • Offline lead generation (Tradeshows, Powerpoint presentations, promotional items)
  • Digital marketing (website developers, review and reputation management, blogs)
  • Brand Identity (graphic designer, creative agency, etc.)

Our Collaboration Approach

Indispensable Marketing engagements bring a unique and more effective approach for small business owners and midsize organizations in the form of collaboration. We believe in empowering and equipping organizations for growth, this means: we don’t take over your marketing, we collaborate on your marketing.

This approach brings the greatest value possible for growing small businesses and midsize organizations.

Strategy Consulting Services

  • Ideal Customer Persona – Persona for each of your market segments including overview of their, challenges, timing triggers, priority initiatives, success factors, perceived barrier, buying process, and decision criteria.
  • Marketing Messages – A clearly defined difference, positioning statement, unique educating proposition (UEP), value proposition and messaging for using your difference when reaching different target markets.
  • Campaign or Program Strategy – 4-6 of your highest-level strategies mapped out including detailed tactics to help achieve these strategies.
  • Content Strategy – Content calendar including the following elements: 12 monthly topics, types of content, and monthly goals for each type of content.
  • Customer Journey Audit – Brainstorm session with your consultant and members of your team to come up with touchpoint plan for each of the 5 phases of the Journey: awareness, educate, sample, purchase and refer.
  • Competitive Analysis – Snapshot report on competitive factors for 3-5 of your top competitors.  High-level summaries including position in market, how they attract and convert customers, website factors,  and reviews.
  • Online Marketing Plans – Develop a plan to aggressively achieve business goals first, then address how that can be achieve through your online marketing.
  • Social Media Plans – Develop a plan to align your your social media participation and engagement to meet marketing and business objectives.
  • Repeat Business Plans – Develop a plan to systematically influence repeat business including a step-by-step process to enhance and support retention goals.
  • Referrals Plans – Develop a plan to systematically ask and remind referral sources for referral leads including a step-by-step program to install.

Marketing Strategy Development

  • Audit of your current marketing assets and competition with improvement recommendations
  • Development of ideal customer profile to better understand the characteristics, behaviors and preferred communication channels of profitable customers
  • Producing marketing messages to distribute throughout your tactical plan moving forward.
  • Map of your organization’s customer journey to align marketing programs, campaigns, and processes
  • Conducting brand audits to analyze where your business stand ups to your competition.
  • Building a successful roadmap for marketing strategy to content marketing integration

Marketing Plan Development

  • Audit of your current marketing assets and competition with improvement recommendations
  • Development of ideal customer profile to better understand the characteristics, behaviors and preferred communication channels of profitable customers
  • Discovery or creation of unique positioning strategy to communicate how you’re different from your competitors
  • Producing marketing messages to distribute throughout your tactical plan moving forward
  • Conduct brand audit of all company touchpoints to analyze and document how you incorporate your unique position into these branding elements
  • Map out your organization’s customer journey to align marketing programs, collateral, content, campaigns, and processes
  • Outline your online marketing plan around specific business and marketing goals
  • Build a successful roadmap for a lead generation plan that attracts prospects
  • Collaborate with your chief sales person to interview for the development of a repeatable and effective sales process
  • Install marketing plan as a process into everyday business and marketing efforts. Work to initiate or integrate CRM tools with marketing plan and develop customer journey and marketing automation based on journey development

Marketing Implementation Management

This engagement is for the small business owner or executive who doesn’t have a shortage of great ideas, just the implementation and execution of those great ideas. If you find your deadlines aren’t being met, you have tons of outside interruptions (calls, meetings, emails, etc.) and another marketing activity didn’t get done. You NEED marketing implementation. Simply put: we manage your marketing activities with you, through testing, and revisions until your marketing accomplishes the desired result.

Remember, a successful marketing plan will never produce results without successful implementation, and then successful execution behind it.

  • Developing an accountability system and managing your marketing activities
  • Incorporating measuring and control tools to monitor initiatives
  • Producing a marketing management accountability checklist
  • Scheduling weekly review meetings to ensure effectiveness of planned marketing

Delivery, Time Frame and Payment Arrangements

Delivery: 1-on-1 Phone Based or On-Site

Time frame: 3 month – 12 months

Cost: $2,500-$30,000


What Can You Expect?

Regardless of the project, Indispensable Marketing’s goal is to help your business find new opportunities for growth and achieve break-through results. (Be fully confident that nothing is required in advance of meeting and brainstorming your marketing. Only when both you and Indispensable Marketing agree that clarity can be achieved are fees received.)


There’s No Cost $$$ to Find Out If We Can Help You

Next Step – If you prefer, email me pmcfadden@indispensablemarketing.com  to tell me about you, your business, and your challenge. Or you can just click here.