Often organizations employ some tech-savvy and creative people who are capable of making social media and blog posts, creating compelling newsletters, and managing a client database. The word “strategy” is held loosely with the general goal of increasing traffic to the website and hoping it turns into a sale at some point.
Your team may be savvier than the above scenario, utilizing landing pages, advertising on Google and social media, and writing lead nurture content but the tools may not speak to each other. Tracking the time and financial investment through to conversion might be next to impossible.
The IMPACT process starts with developing a clear understanding of your unique market position and creating an in-depth profile of your target audience so that messaging is clear and directly speaks to prospect from their first inquiry through to a purchase decision. We have created a collaborative workshop, the Marketing Action Plan or MAP. Partnering you with one of our business marketing strategists, we walk your team through the creation of a bespoke marketing and execution plan.
With the MAP in hand, you will have a grasp of your organization’s existing resources and any gaps in the content and expertise required to follow through on your plan. You will know who is accountable for what and when. You will have made decisions on what tools to use and how to measure success. MAP brings everyone on your team onto the same page and coordinates your efforts to achieve clearly defined goals.