Marketing

The Art of Connecting with the Customer.

The Science of Driving Sales.

STRATEGY

Marketing really is about having a strategy. Simply put - if you have a fixed budget, and you want to augment your sales. . . what is the best way to make it happen? How do you generate leads for the sales team? It is about knowing how to collect data, knowing how to analyze it and what to look for, and then using that harvested data to create personas and target them with custom messaging that speaks in a customer-centric storyline. Develop automation based on triggers, and then scale. Constantly re-evaluate the data to see if the strategy needs to be revised.

BRANDING

Understanding brand identity is essential in conveying the proper message to your target audience. The logo, typeface, colors, tagline, and voice all give the brand a feel that is important in how customers interact with it or think about it.

COPYWRITING

While most marketers understand the feature/benefit combo, they begin their advertisements proclaiming their company's greatness and why you should choose them for xyz. Ultimately, most people do not respond to this at all. It is the sin of marketing to self. . . and it is ineffective. The optimal method is to try and start the story with the emotions (often the pain-point) of your customer or potential customer. Start with that emotion and work backwards towards that feature benefit combo. Make the story about your customer! The other important part of copywriting is making sure to have plenty of well-researched keywords throughout (see SEO below). And last but not least, unless you are creating a campaign based purely on brand awareness, then you will need a Call-to-Action. It should be bold and tell the customer exactly what you want them to do.

E-MAIL CAMPAIGNS

Many companies have unfortunately abandoned e-mail marketing, thinking that it is old and ineffective. Nothing could be further from the truth. E-mail campaigns can be incredibly effective. In fact e-mail blasts account for a large portion of many company's new sales leads. I have experience launching e-mail campaigns that make use of segmentation and automation. An e-mail campaign is only as good as its list of contacts, so maintaining that list is of upmost importance to any marketing efforts.

SOCIAL MEDIA

It is difficult to overstate how important social media is to a brand these days. I utilize social listening to acquire information about how the product/service is perceived by customers.

SEO

I use best practices when it comes to uploading and organizing content on websites. One of the easiest, but most tedious tasks to improve SEO-value is just making sure that all of the images on your website have alt-tags that describe the image appropriately. When creating URL links, be descriptive, but as brief as possible. Reduce any duplicated content on the site. Forge partnerships that allow you to create backlinks between other sites and yours. Creating enticing thumbnails for videos helps boost their views. The list of best practices for SEO is never-ending, and ever-changing.

PAID SEARCH

Organic results are great, but that won't always get your company's sales to where they need to be. Paid search is a necessary tool to achieve growth and visibility. PPC gives you leverage for your inbound marketing. Knowing what people are searching for, or anticipating what they will search for links back to keyword searches and SEO.

DATA ANALYTICS

It doesn't matter if you are using Google Analytics, MailChimp, or your CRM. . . data should be collected and analyzed regularly. Once tracking goals are defined, there are certain KPI metrics that can be examined to see if any trends are emerging. These trends should help inform your decision making about where to spend your budget to help increase sales.

AI TOOLS