I want to start this post by saying that this past week has been the most incredible week for my business ever. Much of the success can be attributed to what I’m about to share with you, and I want to publicly say THANK YOU to my fiancee Megan for creating this outline of my marketing process.
It is important to note that I strongly believe in transparency in business, and above all else, the always comes first.
This doesn’t mean they’re always right, but it does mean their interests play a much more powerful role in the growth and development of at least your marketing process, if not your entire business.
I hope that by sharing this, I can help you to shift your perspective ever so slightly to involve your ‘s voice be more influential on your business.
If you have any questions, feel free to ask in the comments or shoot me an email.
Note:This is the exact framework I use when someone requests a proposal. I feel like a clear outline of my marketing process helps someone become familiar with what we’re going to do. Also note the lack of buzzwords. I hate buzzwords.
Thanks so much for contacting me regarding a consultancy role. I understand (your company) is looking to firmly establish itself as an authority on (niche the company would like to establish itself in). I would love to consult with (your company)’s existing talent in order to help define a strategy that will work for (your company).
In general, the objectives of an online strategy are to acquire new users and build deeper relationships with existing users. The evidence that this goal has been achieved is consistent feedback on brand messaging in the form of more comments, “likes”, shares on the blog, and constant interaction with the newly developed brand “voice.”
The brand voice should be the foundation of engagement. From daily status updates, periodic promotions, to developing blog content, the brand voice will be woven through every channel that encourages a two-way conversation.
The voice is created by “reverse-engineering” our ideal market’s interests: it breathes life into the brand and encourages people to take an active role in the growth and development of (your company) as both a business and an entity.
Through regular user engagement, trust building, paid advertisement, and organic growth (your company) will expand it’s reach. Encouraging users to share testimonials, for example, and making those testimonials very accessible to new visitors, help to encourage potential new users to feel more comfortable signing up with (your company).
Paid advertisement will primarily take the form of Facebook advertisement, which will allow us to explore the psychographic profile of ideal s, as well as find more people who share similar interests with the most enthusiastic (your company) users. Through the reporting data, (your company) will initiate a cycle that will develop a stronger voice to will resonate with even more people, find more ways to engage them, and continue to grow.
I will outline my process below.
Develop a Brand Character.
A. Start doing research.
- Facebook search feature
- Blog searches
- Twitter filters
- Google keyword search tool
(Example: Quicker response to service, a more human approach, transparency in how business is conducted, etc.)
IV. Align brand values to core values of the target market. (Example: Are we looking for primarily sleek, hip, “in the know” 20-30 somethings, or savvy, smart 40-50 somethings? Hippie Moms? Stay at home dads?) Picking a primary target group will strengthen the voice, consolidate our efforts and naturally attracts those in other demographics)
B. Develop a character.
- What makes (your company) happy/sad, what’s the sense of humor?
- What values does (your company) hold dear? (simplicity and customization for example might be core values, but learning more about the s will give us the reasons why simplicity and customization are important to them, which is of course, why it’s important to us)
- How is your (your company) useful/interesting? (beyond initial product offering)
- Consider creating social media code of conduct for official employees, and social media engagement guidelines for users.
- Establish how negativity will be addressed
- Establish how “talent sniping” will be addressed
C. Take Inventory of Talent
I. Determine which media formats resonate strongly with target market, incorporate heavily into brand character
II. Identify creative strengths/weaknesses/resources (Example: Photos are important. Do you have photography skills, an in-house photographer, or the contact information of and resources for a photographer?)
III. Allocate time to engage outside talent when necessary (i.e interviews with known experts on topics of investment, risk management, etc…)
End result of these steps is that you have established a base on which to create a layered personality, and framework for a layered user experience. This means you’re prepared to simultaneously engage and grow your fanbase.
I. Update regularly
II. Keep giving: more information, more effort, more humor, more insider information, personal responses, more connected information.
III. Use identified strengths to entertain and connect
IV. Create messaging that echoes shared values
V. Develop a schedule for content to breed familiarity (See “Topic Ideas” addendum for more)
B. Incentivize “Likes.”
I. Custom Pages are recommended to showcase testimonials, and any other information necessary to enhance instant trust and likability.
II. Offer exclusive content to fans
I. Share everything the company does. From radio/television interviews, guest blogs, newspaper write ups, founder backgrounds. The goal here is to get people emotionally invested in (your company) as a business. The more invested they feel, the more likely they will share with others.
D. Rules of Engagement
- Status updates
- Run long and short-term contests
- Post videos
- Acknowledge major holidays
- Show humanity
- Show compassion
- Express affection, gratitude, etc.
- Protect the community members from each other when necessary, without taking sides.
II. DO NOT
- Baldly advertise
- Spam in any way
- Contradict the established brand image
- Take sides in disputes between members
E. Learn More About Yourself
I. Check any and all reporting data regularly for granular information on performance
- Review fans’ location data, demographic information, keyword searches
- Constantly analyze how updates/blog posts performed, newsfeed impressions, and tab/landing pages views.
- Use location data to plan/sponsor real world events where fans and followers are.
The only way to truly know how to engage a target market is through rigorous and ongoing study which is found in the development process. Consistency is crucial. While fans and followers may not always know who is doing the posting, they can always sense when something has changed.
Ideally Growth and Engagement are run simultaneously, using information gathered in the Development to craft a first round of Facebook advertisements
A. Running Advertisements:
I. Use what you know to craft an ad that will appeal to your general target market.
- Ad copy should be brief/interesting
- Photos or logo should be easy to see and make good use of white space
- Budget enough money to bring in at least a few people per day
II. Use Responder Profile Reports to Refine Advertisements
- Refine ad copy
- “Hyper”-target advertisements to very specific profiles
- Reevaluate business values and expand or adapt
B. Engage Other Pages:
Facebook now allows fanpages to comment and interact just like personal profiles. (same strategy applies to smart blog commenting)
I. Visit Related Pages
–Not industry-specific. Example: (your company) may want to interact with content from Pages related to Investing such as, Personal finance (mint, quicken, etc) granular investing topics, industry expert pages, and companies worth investing in…
–Consider extending request for joint campaign if there is sufficient interest
IV. On Twitter, this will take the form of using the platform for service, participating in industry chats, participating in chats where target market exist, hosting chats, utilizing search, interacting with influential people
C. Guest Blogging
I. As part of the listening process, we will identify potential blogs with readership in our target market. We will then follow these blogs and learn where we can lend our expertise, and engage with the blogger to build a guest blogging relationship.
Through a combination of Twitter engagement, and leaving smart comments on their blog, and eventually a guest blog proposal, we will guest post on these blogs to drive back to the website, blog, and other social channels.
Development, Engagement, and Growth cannot flourish independent of one another. Once the ball gets rolling, we use the information and opportunities afforded by Growth to refine your business, update goals, mature the company character, and engage in new ways. This is a cycle that repeats and brings constant revelations as it continues.
Hopefully this gives enough insight to create a clear picture of how the process will work. If executed properly, there are no limits to how much (your company) can grow.
Rate of growth is largely dependent on ad budget availability and the contacts within (your company) involved with execution.
My consultancy fee is (contact me) per month. My recommended ad-budget is anywhere between $600-$1,000/month.
My proposal is that I “Jump-Start” over the period of at least 3 months in which I execute all of the above, and train someone internally on blogging best practices to help the blog become a source of lead generation. “Jump-Start” includes everything listed above and is not limited to Facebook updates, advertising, Twitter updates, strategic network building, research, development, growth and training.
After the initial “Jump-Start” period, I will help (your company) to find and qualify talent to take over as a full time internal position. At which point I will continue to monitor (your company)’s progress on a daily basis to track successes and weak points. This information will be used to develop further overarching strategies to continue the growth and development process. The purpose of having a full time employee in house is so they can apply these techniques with a much deeper understanding of the fine details of your business.
Once full time talent has been hired, my rate will change to a retainer of (contact me)/month.
I will be available on weekdays by appointment (9am-5pm) for technical questions or emergencies. Once per month, as needed, I will dedicate a full day to meeting with (your company)’s online marketing team to review the previous month, assist with planning strategies, answer questions, and educate the team on any new tools or business practices in the field.
Each consultancy experience is tailored to the company, so I can create an approach that will see quick results. I have a solid track record of success in similar marketing positions and am looking forward to engaging with (your company)’s team in the future.
Thank you for allowing me to present this proposal, I look forward to taking the conversation a step further.
This is a combination of both my online marketing process as well as how I format my proposal’s.
I hope this can become a valuable resource for you in your own business endeavors.
Feel free to bookmark this post to come back to it, tweet it if you know someone who could benefit, and ask any questions you’d like in the comments.
If you’d like to talk to me about consulting, feel free to contact me to talk further.
Thanks so much for reading!