Even though it IS fun, most organizations don’t engage in growth marketing simply because it’s fun. We want to grow. And, when prospective clients come to us and want us to help them grow, they’re usually not ready for it. Growth is the last of the four phases we journey with our clients.
Think about it this way: you can’t market your business without having a place for potential customers to learn more about you — a website. You can’t have a website without knowing who you are as a company and what you offer — a brand. You can’t have a brand without knowing who your target audience is and what they want — research.
Sometimes, before you can move forward, you have to work backwards. Research, brand development and website optimization are crucial to ensure a successful digital marketing strategy. Here’s a quick overview of what we do for clients, and how we view the world.
The Research Process
It’s time to get out your shovel and dig deep. Our best marketing campaigns are a thoughtful balance of three inputs, or a three-legged stool that’ll fall over if missing one of the following:
- Hands-on daily operational experience in the business and market (you, the client!)
- People and velocity through a vetted process (us, the agency!)
- Thoughtfully-collected primary research of the target market (the audience!)
Without listening to our target market, well, we are engaging in what one of our clients so cheekily calls, “the pooling of ignorance.” Hunches are important, but don’t be surprised when they’re proven wrong in the marketplace. You need to know who your audience is, and what they want from you. From there, you will know how to reach them and what message to say to them.
There are two types of research methodologies: qualitative and quantitative.
- Qualitative – In this process, we uncover things about customers and prospect customers we otherwise wouldn’t have known about. How do your customers view you? What relationship do they want with your brand? We conduct focus groups and in-depth interviews with our clients’ current and prospect customers in order to understand their felt and unfelt needs.
- Quantitative – In this process, we measure these perceptions and anecdotal experiences with surveys — can we quantifiably understand what is going on with data? Qualitative tells us what MIGHT be true, the quantitative tells us the strength of its true-ness.
Once we measure how true those research findings are, we can implement those insights and strengthen the brand. Learn more about research here!
The Brand Process
Once we’ve done research, we review the brand. Your brand consists of visual, verbal, behavioral and environmental components. It is the entire user experience, and the standards that make up an organization — it’s how you answer the phone and treat employees.
If you want your short-term website visitors to turn into lifetime customers, you need to be worth talking about. You also need to understand who you’re building a brand for and why. What is your mission and vision? What are your values? What experience do you want to create and for whom? You need to understand your audience empathetically from an anthropological perspective through research in order to build a successful brand.
We’ve built a proprietary brand development process that results in your team’s ability to effectively own the perceptions you want to.
The Website Process
Imagine its 2019 and you don’t have a website. Huh?
To successfully promote your products and services, you need a place for prospect customers to go — a website. Ok, sure, you can build a beautiful website, but that doesn’t mean anything unless you’re building an interesting and relevant product experience for your visitors. At Magneti, our website process consists of five main phases.
- Audit, Benchmarking, and Strategy –
- Audit: A deep dive of clients’ current web practices, both design and message oriented. What is good and bad about the current website? What content or elements need to go away forever, and what is worth keeping?
- Benchmarking: A strategic analysis of external inspiration, including competitors, to understand opportunities
- Strategy: Map out users, goals, paths, pages, and lots of other details before we put any pixels on a page
- Wireframes and Content Production – This involved thinking through User Experience Design and content planning.
- User Interface (UI) Design – Makin’ ‘er purty. We combine the brand that we built in phase two with the wireframes from part two, and add in the content. We’re looking fantastic now.
- Web Development and QA (Quality Assurance) – Time to hand the blueprints to the builder. This is the actual coding. Matrix stuff. Our preferred web platform is WordPress for a myriad of reasons. Sites are usually on a CMS: content management system. This makes it easier for you to edit your site without some web wizard like we’ve got on our team.
- Launch and Training – Go live! Oh and help you learn how to use and manage the site yourself.
You don’t want to funnel traffic and leads to your site if it’s not ready to collect and convert them. At Magneti, we call this the leaky bucket. Pouring water into a bucket with holes is not effective — you need to patch up the holes before you turn on the hose…you need to have a functioning and optimized site before funneling traffic in its direction. If someone clicks on your site and doesn’t have a positive user experience due to disorganization, mixed messaging or an overwhelming amount of content, they’ll click the back button before you can say: “Show me the money!”
The Marketing Process
In summary, here’s how to successfully market your product or services:
- Start upstream with your research – it will help you validate all of your marketing efforts.
- After you listen well and do your research, build a brand experience that resonates with your audience.
- Create a beautiful website that caters to your target audience.
- Time to put that work to good use and start driving traffic and generating leads! Website traffic can stem from owned organic (emails or social media), earned organic (SEO or PR) or paid searches (pay-per-click or traditional).
Easy, right? That’s our secret recipe for the most delicious marketing-yumminess. Holler if you have questions!