Strategy
Marketing roadmap for success
Better answers, start with better questions:
- Where are you now?
- Where do you want to be?
- How do we get there?
It’s far too common to jump straight into tactics - design, advertising, social media, website development, do the Google thing…. oh, we should make a video!... go, go, go!
No. Stop.
Slow down. Let’s do some heavy thinking first. It’ll save you countless hours and $1000s running off in the wrong direction.
We’ll guide this important strategy stage from start to finish and deliver a clear path to your destination. Marketing Roadmaps are made up of a mix of the components below, customized for your organization's needs.
Where are
you now?
Where do you
want to be?
How do we
get there?
Where are you now?
Our baseline & benchmarking options give you the insight to know your starting point– the good, the bad, and the ugly.
Baseline Website Performance
Is your website working? I mean, really working? Your stats will tell us. We know how to read all the numbers and we’ll tell you the story in plain language.
Online Competitive Analysis
Who are the current industry leaders, how do you stack up, and what can we learn from their website, market position, social media activity, and digital marketing tactics?
Polls & Surveys
What do your customers think about your business, your products, or services? Tap into the collective intelligence of your own community to answer questions you’ve always wanted to know.
SEO Audit & Google Rankings
First, we'll create a list of search words and phrases that people commonly type into Google to find you. Once you know what people are typing in to find your products or services, you can use this knowledge to create more relevant website pages and articles - a key to SEO. Higher Google rankings will earn you more visibility and boost website traffic. Or use the list to trigger Google Search Ads - you only pay for clicks and you'll instantly increase the number of website visitors.
Where do you want to be?
Options are intended to define success so that the whole team understands what we’re trying to do.
Goal Setting
Let’s define the key performance indicators that have the most impact on your business— financial or other. Setting goals gives us targets to hit, plus accountability and direction. Plugging your numbers into our Marketing Budget Estimator will confirm assumptions and predict success.
Brand Strategy
The strange thing about branding is that it’s going to happen with or without you because your customers already have their own opinions about your company. Your reputation precedes you, but you can certainly influence it! Let’s think ahead and organize your main brand as well as any product or service sub-brands. Your customers will gain clarity, and your employees will gain sanity!
Budgeting Worksheet
Many factors play into establishing an effective marketing budget, especially company size, maturity, industry, and growth goals. Using our experience managing 100s of projects and working with companies from startups to $100M+, we'll guide the process.
How do we get there?
People, budget, tactics, messages... the options here lead to a 12-month plan designed for results.
Customer Personas
Who's who in the zoo? Using Twin Creek's exclusive Persona Maker app, we create detailed, fictional profiles of your ideal customers to tailor your branding and connect meaningfully. By understanding your audience's motivations, frustrations, and preferences, we help you attract loyal fans and brand advocates, leading to more effective advertising.
Ad Strategy
Who are the current industry leaders, how do you stack up, and what can we learn from their website, market position, social media activity, and digital marketing tactics?
Asset Planning
Is your website ready for 1000s more people? Do your salespeople have all the tools they need? We’ll explore options such as brochures, web pages, videos, photos, written reviews & testimonials, email templates, checklists, case studies, signage, swag, design templates, and so on. Let’s get your ducks in a row before launching into advertising campaigns.
Messaging
Related to branding, and with an eye on your market position, we’ll create the value proposition and campaign themes that speak to your target audience and inspire action.
Measurement Strategy
You won’t know what’s working if you don’t measure it. We have the processes, tools, and technology to set up a measurement strategy for your company.
Monthly Campaigns
Using the strategy developed, we’ll choose the tactics, channels, and placements for your advertising. Digital, traditional, local or national... our team has over a decade of experience managing campaigns that get results.
Website Optimization
Using the data from your Baseline Web Stats and Competitive Analysis, we can figure out how to optimize your website. Work smarter, not harder. If your website isn’t one of your best employees, something needs to change. Are directories or social media underutilized?
Advertising Templates
Mocking up ads are a great way to set the tone for a larger campaign. Depending on the campaigns planned, we could create Google Search Ads (text), or graphic ads for digital and print use.
Action Plan
Put the plan into action! Our Roadmaps are designed for action, not to sit on the shelf and collect dust. You know those consultants that hand you a big stack of strategic plans and wish you luck? Well, we’re not them. We’re here to build and then execute. We’re here to help you grow by being your ongoing marketing department behind the scenes. Ready? Let’s go!
Now, let's continue to the next stage.
1. Strategy
2. Design
3. Advertising
