Action

Marketing

Can you be everywhere your audience might be—and engage meaningfully—while staying within budget and on message?

The landscape for marketing activities changes continuously. Media channels propagate and splinter. Within each channel, the options also multiply, with various approaches to raising awareness organically or jumpstarting engagement or conversions through paid placements.

EVALUATING YOUR MARKETING INVESTMENT

How can you formulate a coherent marketing strategy that is true to your brand? Which tactics make sense for your strategic goals? Which metrics should you monitor, and how frequently should you fine-tune?

No one can be everywhere, all the time—at least, without going broke. That’s why we take a very pragmatic approach to marketing, balancing your budget with the value of likely outcomes.

We will collaborate with you to assess which channel presences and frequencies will most likely enhance your brand’s position and your campaign goals in a sustainable way. Our recommendations will include a timeline for channel research, campaign development and rollout, evaluation of metrics, and pit stops for any necessary improvements or pivots.

Comparing tactics and options

We have experience building campaigns, raising awareness, and increasing engagement using the following tools:

  • Search engine optimization
  • Search engine marketing (aka CPC, cost-per-click, or Google Ads)
  • Social marketing (primarily Facebook, LinkedIn, YouTube, and Twitter)
  • Email marketing
  • Landing pages
  • Microsites
  • Content marketing (e.g., blogs and ebooks)
  • Online (aka banner) advertising
  • Print collateral
  • Direct mail
  • Print advertising (e.g., magazines and newspapers)
  • OOH (out-of-home) advertising

Once we’ve identified your strategic goals, we’ll research the marketing activities of your competitors as well as relevant search behaviors and social interactions among your audience.

Our goal will be to choose the channels most likely to maximize encounters with your target audiences and the tactics most likely to command their attention and engagement.