In today’s overcrowded digital marketplace, many businesses and corporations are struggling to get their brands noticed. Marketing departments, organizations and individuals have flooded the web with blog posts, videos, photography, podcasts, online magazines and ebooks. It seems that every company, small and large, has a website, a blog, a YouTube channel, and a tendency to publish as much as they can on whatever social media platforms are available to them.
Consumers have a lot of information coming at them, from many different directions, and they can only take in so much. As a marketer, you literally have just seconds to capture the attention of a visitor to your website, which isn’t much time to make an impact. This can seem like a horrifically daunting task. You may be competing with an incredible number of other web entities that are looking to win the attention of the very same people you are. If you don’t find a way to stand out online, to do a better job than the competition at reaching your target audience, you risk being swallowed up in all the noise and confusion on the internet.
So what’s the solution? The key is solid marketing strategy and planning. Now if that’s an area you or your business is struggling with, or if you’re at a loss for how to proceed, you’ve come to the right place for help. Hughes Media has worked with a long list of B2B and B2C businesses to help them engage more effectively with their clients and customers. We can provide you with the creative ideas, high-tech tools and marketing acumen to grab your target market’s attention—and keep it. Our marketing services can be broken down into three basic steps: marketing research, strategic marketing planning, and measuring and analytics.
Whether you are launching a new product or service, looking for ways to move ahead of the competition or seeking to fine-tune your marketing efforts, the first thing you need is thorough marketing research. This means gathering information on your industry and competitors, your customers and potential customers, and the niche market for your product or service.
You will need answers to important questions such as:
- Who is buying your product or service?
- Who is your primary competition?
- How does your target market make buying decisions?
- What image does the public have of your brand versus your competition?
- What is the most important benefit your product should offer?
- What does your customers and target market expect from you?
- What is the best price point for your product or service?
- Are you in the best location to attract and service customers?
- How does customer satisfaction with your brand measure up to that of the competition?
- What are your brand’s core strengths and weaknesses?
- Does your target market have certain needs that your product is not meeting very well?
- What is your market share and how can you attract new customer segments?
- How effective is your advertising?
- Is your target market visiting your website?
- Are you missing out on any business opportunities?
- Historically, how well have your products sold?
- What industry trends are impacting your company?
Our team can gather all of this kind of information for you. We use a variety of primary and secondary research methods, including focus groups, customer interviews and surveys, usability tests, analytics review, interviews with key personnel at your company, and analysis of company data and market research reports for your industry.
Once we’ve collected the information, we’ll present it to you to help you better understand what’s going on in the marketplace and what actions you should take with your digital, creative and marketing strategies. You’ll have a clearer understanding of how your target market thinks, feels and behaves, which will help you better meet their needs and improve your communication efforts.
Strategic Marketing Planning
We will use the market research to create a strategic marketing plan for your business. In a nutshell, a marketing plan is a “blueprint” or “roadmap” for what types of measures will be implemented, usually over a specific period of time (e.g., over the next 12 months), to achieve your business goals. The marketing plan typically includes:
* Marketing goals and objectives.
We will use our research, experience and resources to help you set short-term and long-term marketing goals. A short-term objective might be to increase website traffic by a certain percentage, or to appear on the first page of Google search rankings within a certain number of months. Examples of long-term goals would be to improve name recognition or reputation for your business, or build brand awareness. Having clearly-stated goals helps you allocate your resources to marketing strategies that work, and keeps you focused on your business objectives.
*A description of the strategies and tactics.
We will spell out what strategies (the general marketing approach) will be employed to reach your objectives, and then outline the tactics (specific actions and activities) that we will engage in to realize your strategies. The tactics may vary based on what your measurable goals are, but could include website development and improvements, producing online content, SEO/SEM, social media, email marketing, webinars, or online paid advertising.
* A timeline and content calendar.
The tactics will be broken down into specific task items and plotted on a timeline so they can be tracked on a regular (daily or weekly) basis. The content calendar will provide a general overview of what written content (blogs, social media posts, press releases, etc.) will be produced across various channels, for a given period of time. These two tools will help ensure important deadlines are being met, and that the right message is being delivered to the right audience, at the right time.
Having a strategic marketing plan helps keep your marketing spending aligned with your business goals (rather than being completely ad-hoc) and helps you channel your resources to where they are most needed. It will prevent money, time and effort from being wasted on programs that don’t work, keep your team focused on what needs to be done, improve your overall marketing efforts, and make it much easier for you to go up against the competition.
Measuring and Analytics
After setting up our plan for success, we will execute it and then apply a variety of analytical tools to monitor, test and measure the effectiveness of everything that is done. It’s important to know what’s working and what isn’t—so we can continually fine-tune your marketing program to make it even more effective, and get you the best possible results.
We’re certified in Google Analytics and use that, plus other tools like Majestic SEO, Linkdex, dynamic call tracking, short links, QR codes, and custom URLs, to measure the success of the digital marketing strategies we’ve implemented. We will pull web analytics data from your website, social media channels, industry trends and competitors’ performance, and then correlate that data, determine the patterns and incorporate what we’ve learned into our subsequent marketing strategies. By doing so, you can expect a higher success rate across all digital marketing channels.
Our marketing analytics services include:
- Custom report and dashboard development.
- Key performance goal and metric evaluation.
- Predictive and descriptive modeling.
- Database analytics and management.
- Consumer behavior analytics.
- Social media analytics.
- Web analytics.
- Vitality tracking.
- Conversion rate optimization.
- A/B testing (to compare two web page versions or apps to see which performs better).
- Landing page optimization.
- Mobile app testing.
The data gleaned from web analytics can provide helpful insight into such areas as:
- Which part of your website gets the maximum/minimum hits?
- What search terms (keywords) did visitors use to find your site?
- What search words are most like to result in a sales lead?
- What social media sites are most effective at reaching your target audience?
- Which of your advertisements have been the most likely to convert?
- How can social media investments be modified to generate better qualified website visitors?
We will run a monthly analysis of your website and other digital marketing efforts, to evaluate whether they’re having a positive impact and drawing more visitors to your business. Then we will put together a report and forward it on to you. All in all, this will provide you with a better understanding of your digital marketing campaigns, and help you decide where you want to devote your resources so you can achieve the highest possible return on investment.
Want us to work for you? Contact us today.
If you’d like help with your marketing strategy, contact us today to schedule a complimentary business evaluation and strategy session. Our team will analyze your existing marketing practices and brainstorm some innovative ways to improve it, so you can start attracting, engaging and generating new business leads.
To book your appointment, please give us a call at 404-848-0487, or fill out our online contact form and a Hughes Media representative will get back with you shortly. We enjoy meeting new clients, discussing business opportunities, and finding unique ways to conquer marketing and communication challenges….and look forward to working with you!