Every successful marketing campaign starts with a well thought out strategy built around client goals and supported by data. We want to help you figure out what you really want for your business and then help you get it. To do that, a one-size-fits-all approach just doesn’t cut it. So how do we tailor our plans to meet your needs?
Goal Creation & Measurement
We want to get at the heart of what will make your business successful in your eyes. An increase in revenue is usually a given, but maybe it’s more complex than that for you. That’s what we want to find out. And since gut feelings alone aren’t enough, we have developed a proven process to help us uncover and articulate clear and measurable goals for your online marketing investments.
Once we know where you want to go, we need to get a sense of where you’ve been. Whether you’re a well-established brand or about as green as they come, we want to know the ins and outs of your marketing history. An audit includes a review of the following 5 critical marketing elements:
Website Appearance & Content
We assess the appearance and content of your site to ensure it reflects your brand, adheres to best practices in technical and contextual optimization, that it is usable for desktop and mobile visitors, that the information architecture is sensible, that it offers the appropriate interactive features and that each page has tools to encourage prospective patients to contact your office.
A beautiful and informative website is great, but if people can’t find it, it’s not doing you much good. We want to know who is visiting your website and how they’re finding it so we can discover opportunities for growth. We also review potential fluctuations in site traffic that might signal a past or current search engine ranking penalty. Through tools like Google Analytics and Google Search Console, we can confirm that Google and other search engines can properly interpret your site.
We carefully analyze your backlink profile – the list of sites that include a link back to your website. We examine the quality of each site, the anchor text being used, and which page of your site they are listing. Through analyzing the backlink profile, we can see if there has been less-than-stellar SEO work in the past that we need to clean up in order to avoid Google penalties. We can see which types of sites are missing from your profile and guide your link building strategy around those imbalances.
Marketing yourself through your website alone is not enough. People are posting, tweeting, snapping, pinning, and sharing more than ever before through the many different social platforms. We will be looking to see where you already have a presence and which social options are the best fit for your brand. We’ll check out where you are already garnering attention and getting people to interact with you and your team.
We will find out who is talking about you and what they are saying. According to a 2016 Local Consumer Review Survey from the team at Bright Local,
90% of consumers read less than 10 reviews before forming an opinion about a business so we want to make sure that those first reviews found accurately portray your business. Or we may even find that your business has great reviews but either they are dated or there just aren’t enough. We will want a reputation strategy that takes recency, diversity, quantity, and quality of reviews into consideration.
This audit will guide us in creating a strategy for you and your brand. We prioritize what needs to be done and when each piece should be executed. Work done by each of our departments is focused on helping you reach your overarching goals.
Review & Refine
As marketing tasks are completed, the strategy team reviews the results to confirm that they are producing the expected outcomes. We have numeric data related to your goals to give us a clear snapshot of the success of your marketing efforts. As we see our top goals being reached, we adjust our strategy to focus on your next priorities.