Being Different In A Good Way
At Strategy Lab we think about marketing strategy a little differently. We want you to standout, we want you to be the best in your industry, we want you to make smart marketing decisions. We work one-on-one with clients developing a plan and implementing like crazy. We measure everything we do so consistently improving your strategy over time is why our strategy is smarter. Together we create a plan that evolves as we implement based on feedback and analytics. It’s very easy to help the companies who want to change and grow.
If you want to learn more about our process, download your free “developing your core marketing strategy” guide here.
Here’s Our Process
1. We Research
First we have to get to know you.
We facilitate interactive sessions with key-stakeholders in your organization to understand your key strengths and weaknesses. We establish an understanding of your culture, the positive and negative aspects, then determine “the sore spots”; the core issues that need to be addressed. Don’t worry, every company has a few things they do that they know need to change, they just haven’t figured out how yet. We take a holistic look at your company and give you our honest opinion. Even if you may disagree, we feel it is better to be brutally honest than lie to save face. The core objectives of your strategy are developed in this stage.
2. We Create
Share your story
Once we understand who your company really is in the research phase and find out who your audience is, we can then develop a plan to create content for your potential customers. By “content” we mean articles, blog posts, pictures, video, podcasts, forums, wikis, e-books, white-papers, infographics, and anything else that may appeal to your audience. Google favors sites that have currently updated content and customers like companies that are friendly, transparent, helpful, and trustworthy. It’s in your best interests to begin to tell your story on your website.
3. We Engage
Talk to your employees, talk to your customers.
Next we identify who your best customers are, how they purchase your products or services and where they get their information from. If we can figure out where your core target audience finds information we can assist them in finding it. You see, this is the part of your strategy where you really take an in-depth look at how people decide to purchase your services. Are they Googling information around your industry? Are they looking at reviews of your product? Would they ask their friends on Facebook about your company? Would they do a Twitter search for your brand? Lets find out!
4. We Measure
Putting our money where our mouths are
The final stage of your strategy is identifying how we will measure what we are doing. Once objectives are set, we set a date three months out to review the tactical implementation. Over time your measurement dashboard becomes an intricate part of future decision making because of the insights you will gain by tracking certain key results over time. (see how we measure website performance here)
Measurement by only tracking your Facebook Likes, Twitter following and YouTube views is a vanity approach. Those numbers might look great but if they don’t equate to increased sales or a decrease in cost you’re wasting your time and money. A cost-effective marketing strategy is one that relies on information to make budgetary decisions. Your analytics on your website will also be an integral part of your measurement strategy and dashboard. We determine the right metrics to track within Google Analytics and develop strategies based on what the data tells us. Together we develop a plan to evolve your marketing budget into an investment instead of an expense.
Your Strategic Plan Should be Inspiring
When it comes to strategic planning we take a different approach.
From Simon Sinek’s ‘Start With Why’, the Golden Circle is a great place to start. We help develop your why, how and what. You decide on the vision, your people create the plan to see it through. We help both parties work together to create a common goal. For more information on strategic planning click here.
Starting with why is the only way to actually create a strategic plan. Among other benefits here are a few:
- it’ll give your staff a chance to give feedback
- it centres everyone around a common goal
- you begin to understand your longterm impact
- from your why you can create an easily understood work plan