StratiMind's Online Marketing Services
Investing in Online Marketing
As with traditional offline marketing, online marketing initiatives build upon the foundation of a sound corporate strategy. But once you get past the abstract strategic thinking, to the part where the rubber meets the road, the actual knowledge, skills and tools required to effectively design and execute an integrated online marketing strategy represent a steep learning curve.
Many marketing organizations are unable to stay abreast of the ever-changing online marketing landscape and either fail to take full advantage of it, or overcompensate by investing in complex CRM systems that are destined to become expensive shelfware. The smart ones have either already invested the time to build their own internal expertise, or they have chosen to build a partnership with firms like StratiMind that specialize in providing a comprehensive set of online marketing services. With the latter approach there comes a “bootstrapping” option: training of your internal experts can take place concurrently with online marketing strategy and program development.
9 Steps To Building an Online Marketing Plan
At StratiMind, we believe that it is important to develop an effective online marketing strategy in the context of the overarching corporate and marketing strategies. Accordingly, we begin the online strategy development process by working with our clients to achieve clarity around 5 key strategy elements:
- Corporate Mission, Vision and Strategy
- SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
- Installed Base Buying Patterns, Attrition
- Customer Satisfaction Research & Analysis
- Brand Research & Analysis
- Competitive Research and Analysis
- Marketing Strategy, Brand Strategy, Overall Goal-Setting
- Market Segmentation, Sizing, Analysis
- Value Proposition & Messaging Development/ Validation
Next, we zero in on the target customer’s needs and preferences in order to build a profile of their ideal web site. We accomplish this through primary research and analysis of customer needs and behaviors as follows:
- Target Customer’s Online Information Needs & Behaviors
- Use of the Web at Each Stage of the Buying Process
- Web-based Product Research Methods & Resources
- Most Popular Search Engines
- Search Terms Used
Once we understand what the ideal web site will look like, we turn to the existing site and examine the parameters that determine its value and visibility to target customers:
- Web Site Assessment
- Search Engine Position Analysis (click for free offer)
- Referral Source Analysis
- Web Site Visitor Segmentation and Analysis
- Current Web Site Content vs. Needs
- Content Analysis of Competing Sites
- Click-Through, Click-Path, and Conversion Analyses
With a shared vision for the ideal web site, we then meet with the marketing team and review what has already been learned about online marketing in more detail:
- Online Marketing Program Historical Analysis
- Program Design & Execution Assessment vs. Best Practices
- Program Results Analysis, Conclusions
Finally we pull all the information together, and synthesize from it the online marketing strategy and specific mix of online marketing programs to accomplish that strategy. This process also includes defining implementation and budgeting requirements and measurement metrics to be used:
- Online Marketing Program Planning & Development
- Skills, Software and IT Infrastructure Requirements
- ROI Analysis - Financial Modeling, Forecasting, Budgeting
- Marketing Program Measurement and Tracking
StratiMind Engagement Elements for Online Marketing
Our online marketing consulting engagements include some or all of the following elements of online marketing strategy, program development and execution, depending on the client's needs.
- SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
- Installed Base Buying Patterns, Attrition
- Customer Satisfaction Research & Analysis
- Brand Research & Analysis
- Competitive Research and Analysis
- Marketing Strategy, Brand Strategy, Overall Goal-Setting
- Market Segmentation, Sizing, Analysis
- Value Proposition & Messaging Development/ Validation
- Target Customer’s Online Information Needs & Behaviors
- Web Site Assessment
- Online Marketing Program Historical Analysis
- Competitive Analysis & Positioning
- Integrated Online Marketing Program Planning & Development
- Search Engine Optimization(getting on the first page of search results)
(more about our seo services>) - "Paid" Search Optimization and Management (cost-effective search engine ads)
(more about our paid search services) - Customer Interviews, Testimonial Development
- Goals, Forecasts and Budgeting
- Marketing Program Metrics
- Organizational Effectiveness/Redesign
- CRM/Sales/Marketing Automation System Evals
Ready to talk to the experts? Call or email us to set up an appointment to discuss your specific needs, and join the growing list of satisfied StratiMind clients.
