When it comes to getting out there in front of your audience, starting off with a plan is fundamental to any business. Everyone has their own methodology; however, our plan will be most effective in showing the actions needed if it’s brief and by summarising the key points – P.R.E.C.E (Plan, Realise, Execute, Convert, Engage), is a tested way of working, this is how we will formulate our working approach – evaluating as we go.
Create a marketing strategy
Listen: Review the marketplace and set strategic objectives
To kick off the process, there are 5 key activities to define the opportunity through marketplace analysis. This includes the setting of objectives, gaining customer insight, benchmarking competitors, reviewing influencers and measuring the brand within the marketplace.
Think: Evaluate and create a fully integrated marketing strategy
Review your proposition and communicate it in a targeted approach by defining your value proposition and the business model in conjunction with traditional channels. In addition, we’ll need to correctly evaluate your four “P’s” – product, price, promotion and place.
Create: Implement and manage marketing communications
Optimising your communications across all key customer touchpoints. By integrating paid, owned and earned media we’ll aim to build your audience. Engaging the customer breeds loyalty and therefore you convert on repeat goals – boosting online and offline sales with insightful messaging.
Grow your audience reach
Listen: Define your online audience potential
Time must be used here to set realistic targets for building traffic, awareness and channels such as social media followers. This will allow us to review analytics effectiveness of current media and identify opportunities that may not have been apparent in the first instance.
Think: Select the best communications options
The customer acquisition strategy should prioritise spend using a budget and media plan, including the content marketing approach, media placement and defining channel integration. Considered key brand messages should grow familiarity, awareness to aid the purchase process.
Create: Optimise your marketing communications
Optimisation of the key marketing communications through organic Search Engine Optimisation, paid search (primarily within Google but, not limited to), Social Media, affiliate & partner marketing, geolocation and display advertising across multiple online and offline networks.
Encourage brand interactions and leads
Listen: Identify best options to increase lead conversion
Use analytics to review customer journeys for desktop, mobile to track conversions, and footfall to measure exposure. Understand engagement through social media and mobile marketing platform engagement and define the goals to measure the customer interactions.
Think: Prioritise content marketing and customer journeys
It’s now about defining customer personas and aligning the content marketing and advertising placement. From this, we can begin to create the plans for engaging on social media, mobile and print based marketing platforms.
Create: Manage full marketing media and lead generation
Create the campaign plan, editorial calendar & outreach networks, video marketing, content assets, landing pages, and media definition. Optimise the visual and written assets for breakthrough into the target audience.
Increase sales through optimisation
Listen: Review campaign focus to increase conversion to sale
Create and review all conversion funnels and paths to purchase (online and offline). Pay particular attention to multichannel interactions, including customer feedback to create and increase revenue per visit.
Think: Create an approach for conversion rate optimisation
Define how key online communications (search, email, social, mobile) drive sales in addition to offline integration paths (billboard, magazine, leaflets etc.) to conversion.
Create: Manage continuous improvement of conversion
Implement site or e-commerce sales optimisation based on analytics, involving and refining A/B testing. We will need to encourage brand interactions and understand behavioural patterns through an implemented email programme.
Build customer loyalty and advocacy
Listen: Review potential to increase customer activity levels
Understand customer loyalty maximising interactions, opportunities and surveys. Understand and react to customer satisfaction drivers and how effective customer communications have been.
Think: Define a plan to improve customer retention and engagement
Create a thought-out customer engagement plan, which can include online and offline personalisation, merchandising, point of sale, mail drops, email marketing and social media.
Create: Implement customer communications rules
Implement or refine personalisation rules on printed communications, desktop and mobile sites, event-triggered personalised emails, e-newsletters, social media for customer engagement.