How it works
I work directly with stakeholders to strategize, plan and execute marketing strategies that deliver predictable business results. My approach uses smart systems that I've developed, battle-tested and proven in different markets across the U.S. My clients consistently see a measurable increase to their top-line revenue growth and profitability.
Unlike a typical digital agency that sells cookie-cutter marketing services and bloated packages, my consultative approach aims to get into the weeds and improve your whole customer acquisition and retention process end-to-end. That means identifying and executing on the problems and opportunities in your business and marketing that have potential for the greatest impact.
What follows here is a breakdown of the typical consultation process in order of priority. There is more I can assist with beyond the scope of this list, but these are the fundamentals.
Craft a compelling value statement
We need to first get serious about the the customer you are serving. This is the raw material that is the foundation of your branding, messaging and advertising. Most businesses (the bottom 90%) have no clear value statement, or one that is bland, boring and non-specific in addressing the needs of their customer.
Marketing only works if you have the right message, reaching the right people, across the right medium. And you can't hit a target you can't see . If you want to be the best, then we need to come up with concise and crystal clear answers the following questions, as uncomfortable as it may be. I will help you do this from scratch, or I will help you fill in the missing parts based on what you have now.
Gather and develop your brand assets
You need to have compelling visual branding to stand out. And you need to have your important business assets sharpened, organized and ready to deploy. These assets need to be high quality and up to date. Along with your value statement, this collection of assets is the the second pillar of your marketing foundation. I will help you gather, create and organize your business assets for marketing deployment.
Media Assets
Web & In-office Assets
Process improvement & documentation
The key to delivering a world class experience for your customers is consistency. Customer retention and referral frequency hinges on your business' ability to deliver a consistent high-quality experience, so customers know exactly what to expect every time. This takes a hospitality mindset and detailed documentation of your essential business processes. These documents are the core of your staff training and onboarding. I can help you write and develop your processes so they can be readily utilized in your day-to-day operations.
Clean up your digital business profile
Google is the primary, but not the only, place online where people find local businesses providing professional services. We need to ensure that every directory where your business is listed online has correct and complete information that is an exact match across all platforms. Along with high quality photos that communicate your brand. This is essential to maximizing your visibility in search and maps across the web.
Create a sales-focused landing page for advertising
Your website is like a brochure, providing general information and resources for your customers. But it is not the best place to send people who click on or otherwise engage your advertising. We need to create a one-page sales page, separate from your website, that is designed with the sole intention of converting new customers.
Build-out and streamline lead funnel
The channels and roads through which customers engage with your business need a process to be efficient and effective. And to ensure no leads fall through the cracks. This strategy utilized technology to automate certain processes, and directs manual actions by your staff so customers get a consistent experience every time. And so your leads can be easily managed by your staff.
Deploy paid advertising media
There are many places online and offline where you can advertise your services and reach your customers directly. Focused targeting, solid copywriting and a diverse collection of ads will win you new customers. And it takes a professional to do it right.
What I need from you
My approach is hands-on, doing the most critical work myself with total accountability. I have the knowledge and experience to analyze your unique business situation and prescribe the right plan for action. I have a tool belt of marketing skills that I've continually sharpened over the past 10+ years in business. I also engage a team of top-1% freelance contractors to assist with tasks outside my circle of competence (i.e. graphic design).
But Marketing isn't magic. Your input and involvement is critical to success. As a business stakeholder, you know your customer and your process better than anyone. You must make time in your schedule to assist with the important marketing tasks and coordination outlined here or appoint someone else on your staff who can help with the administrative tasks.
Schedule a consultation with me to see if I can help you get to the next level in your business results!