Marketing Campaign Development
Get more clients and customers with Up-shift Business Performance
Marketing Campaign Development
We help clients launch and build brands through a comprehensive step-by-step process that creates an overall marketing strategy that will guide them toward success.
We provide the data to create effective marketing campaigns and write marketing plans. Some or all of the below steps are included in strategy and campaign development.
Preliminary Research & Interviews
Before we even get going, we make sure we understand fully your business and marketing objectives and get from those who know best what is going on currently with your brand. This is done through extensive interviews with key staff, marketing and sales analyses as needed and a complete study of your product or service, company background and history and your industry.
Competitive and Trends Research
What other similar products or services are doing in the marketplace, who people are using, what are the methods of marketing and sales they use, what they are saying. This is also a vital part of defining a positioning which will be successful for your brand. Identify market opportunity.
Targeting
Key to effective marketing is to find the correct markets, split by demographics or lifestyle, you can market to most successfully. We use various techniques to isolate this information.
Needs & Wants
Research
We use a mixture of in-depth (qualitative) research and surveys to find out what your target markets really need or desire; what their motivations are, what they are planning on doing, where they would go, where they are already going to get your type of product or service, what would get them to switch and more! This includes getting what you can say in your headlines and messaging that will get response.
Positioning
Vital in today’s busy and challenged marketplace is to have a positioning (position in the marketplace compared to other products) that will really communicate and cause your target audiences to easily differentiate your from other “similar” products, and to easily remember you favorably.
Part of finding your positioning is finding how to best communicate it, especially if it is a new or unknown product or service. A lot of new products fail through an inability to quickly communicate its benefits and difference.
Message Development
We help you develop brand messages that will resonate with the public. This includes copy testing.
Imagery Research
We help you cut out the guesswork and find what imagery will best communicate the benefits of your brand and that will be popular with your target markets.
Pricing
We help you find your ideal price-point.
Media and Channel Research
We work with our clients to identify the best marketing media and channels to reach their target audience.
Internet Marketing Research
Search engine marketing is the process of buying visitors through ads on the major search engines such as Google, Yahoo, MSN and others, as well as by placing ads on targeted websites within their respective advertising networks, which are quite extensive.
When people search for specific items on these search engines your ads are then triggered, and when people click on your ads they are then brought to the appropriate page on your site where they can find out about and purchase that item. Other ads can be put on selected websites, and be text or graphical. The text versions of these ads are designed so that if the page a person is viewing on the internet has certain content in it which matches the keywords the advertiser has chosen, the ad will then show, which if done correctly, targets consumers at the exact time they are interested in a specific item.
In order to be successful, really successful, an online business must approach this area much differently than a typical B2C (business to consumer) advertiser. Buying targeted search terms is not enough, and is about where most other companies stop. It takes research by online marketing experts to find the correct terms that will lead to a profitable marketing campaign with proven ROI.
Further, unlike most other companies, we know the ROI of the online marketing process inside and out, so we use our patent pending ROI Accelerator system to actually maximize the revenue per visitor. What’s the secret? Hint: it has nothing whatsoever to do with the cost per click, bidding strategies, ad text, or the url the person visits on your site.
To execute a Pay Per Click program successfully, all ROI must be tracked for each and every keyword and advertisement across each search engine, and ideally be tied through a CRM system so that we can track our advertisements from all the different search engines and websites, all the way through to the new customer acquired, and further calculate the dollar retail value that customer meant to us. Only then can we begin the ROI Accelerator process. Most online businesses use on the order of thousands of keywords as opposed to hundreds like B2B (business to business) advertisers do, so it necessitates leveraging technology that can help with the management and all the advertising creatives and keywords. Our proprietary system can be used by itself as a self service item, or as a tool to help increase your ROI in marketing programs managed by us.
Search Engine Optimization
Search Engine optimization for business is the art and science of adapting a website which is meant for human visitors, to the search engines which even now read and understand only text. Done well, this can result in “free” search engine traffic from search engines such as Google, moves product, leads to new customers and brings in revenue.
Understanding Internet marketing as well as we do, we know that many websites and most shopping cart systems are not search engine friendly. We use several software products, several proprietary and one commercial that can do much to increase visibility in the search engines. All of these tools can be leveraged by most businesses.
Search Engine Optimization has evolved much beyond optimizing one site however. Many of the most successful businesses today must employ multiple websites, all optimized in a different way, along with getting thousands of links from websites around the internet in order to succeed. The ranking algorithms of all the search engines are different, which means you need a different strategy for each search engine. Link Directories, Blog and RSS promotions, Article Marketing, search engine optimized Press Releases, purchasing links, secondary content sites with triangular linking strategies, as well as others are all part of winning the game in SEO
Just optimizing your website is not enough, and has not been enough for some time now. To win at SEO takes some sophisticated use of technology, intelligent promotion, and a good long term strategy. We can help you get those search engine visitors you seek, the really valuable ones that are searching for exactly the very products and services you provide, and who are willing to pay for it.
Marketing and Campaign Plan
You now have the data necessary to finalize marketing strategy and write a step-by-step marketing plan. We can supply the broad steps or, in conjunction with your marketing team, work out a plan that takes into account budget and deadlines.
In order to devise successful marketing campaigns and marketing plans, it is important that the above steps have been done before devising them. All too often a marketing campaign or plan is worked out with insufficient data and fails as a result.
Marketing and Advertising Testing
Once your ads and marketing items have been composed, they should be tested on the target public to ensure they are communicating what you intend them to communicate and that they are liked and will get response. We use various techniques to get this done.
Marketing Review
We help you put in place metrics to track campaign performance and can do periodic reviews and subsequent adjustments to your marketing and advertising campaigns.