MARKETING + STRATEGY
Marketing and Strategy are the beginning and the end of every project. From market analysis to content strategy, we take a close look at where you're at and define goals for where you want to be. We interact with you, your clients and often a collection of different user groups, to ensure we're creating an interactive marketing plan that differentiates you and your company, and puts your brand in front of the right people.
We work with our clients to define their own place in the market, identify strengths and weaknesses and seek out possible opportunities.
Often, quite a bit of our analysis is based on analytics from an existing site we take over, or analytics that we review after we've launched a site. We are able to measure a brand's success or failures largely on page views, bounces and amount of time the user base spends on the site. When those analytics don't tell us enough, we dig deeper to analyze form submissions, sign-ups, dropped carts, or whatever metrics are associated with business success. In the end, we have quantitative statistics that help to define creative direction and design decisions.
A creative brief is often created that contains thoroughly comprehensive recommendations based on this process. It outlines our online marketing, content, design and technical decisions from mobile strategy and CMS selection to implementation of social media and search engine optimization strategies.
MORE SPECIFICALLY...
When outlining your company's place within its marketplace, we first define and analyze the industry itself. We break down trends and create a road map of opportunities. The analysis includes a high level perspective that allows our Philadelphia interactive marketing firm to take traditional elements into consideration.
To help you stand out from the competition, we spend lots of time analyzing competitor websites and marketing strategies. We use side-by-side site and marketing comparisons to assess how we can take advantage of other company's shortcomings.
This is one of the most important parts of our discovery process. We interview the people who interact with your site to gauge their initial reactions, track the path they take on the site, and assess their experience based on specific questions. We hand pick each individual and make sure they are different age ranges, different genders and cover specific user profiles.
We dig deep into the statistics of your current website to highlight and analyze the numbers that are impacting your business operations. We look at bounce rates, page views, time spent on site, and seasonal traffic patterns, which all tell a great story about how your company is doing. The online marketing statistics also have a major impact on your brand's success in the traditional world. (When you hire us, we'll elaborate on that. We'll also explain why we consistently talk about the analytics supporting our "Philadelphia web design" and "Philadelphia internet marketing" mentions that exist all over the site).
We always take your current technology systems and requirements into consideration. One of the first steps in our discovery process is taking a peek under the hood and poking around a bit. Sometimes it's a simple outline of your DNS info, hosting environment, and CMS capabilities. When the situation calls for it we're also examining your CRM platform, your order fulfillment process, your warehousing systems, community software, and any number of other third-party system integrations. Sometimes, you'll even get a nifty flowchart out of the whole thing.
The creative brief, which is often not so brief, is a comprehensive and organized blueprint for your project. It includes user feedback, analytics breakdown and analysis, and competitive analysis. We break it up with a few pretty design elements for you visual learners out there. From pie charts to statistical graphs to screen grabs of example websites and ideas, it's the document that establishes the offline and online marketing, design and technology strategy we're going to implement.
Strong content is the key to all of our projects. We develop the approach and the organization of your content based around who is visiting your site and what actions we want them to take. We create a guide for implementation and help to establish a long-term plan for consistency and growth.
The vast, growing popularity of social media can be a valuable tool for any company, but just like any other interactive marketing initiative, you need a strategy. Joining most social networks is free, but we can step in to make sure they are being used effectively, proper tone is established, the networks are integrated into your website, and the campaign is effectively managed.
Growing up I played a lot of soccer, and I knew a lot about being a goalie, because I was a defenseman. Did I ever want to be a goalie? Or could I have been a good goalie? No way, I'm too short. But I knew a lot about it. Well, that's kind of our approach to Search Engine Optimization and Search Engine Marketing. We are incredibly well educated in the field and know how to effectively build a site and place terms - like Philadelphia Web Design for example - but we work with well established and knowledgeable SEO partners to actually build and manage the ongoing campaigns.
When we handle online media planning we take a more customized approach. We spend a lot of time developing video and viral marketing ideas, and we reach out to independent bloggers and influencers to try and share your message in a unique manner. If and when necessary, we can even work through an ad network to target some of the largest sites for ad buys.
