Marketing Philosophy

Marketing Fundamentals Support Modern Methods:

I BRING MORE TO THE TABLE THAN OTHER "WEB DESIGNERS".

CLASSICAL MARKETING & COMMUNICATION THEORY SUPPORT EVERYTHING I DO.  MY CLIENTS GET MORE THAN A PRETTY WEBSITE, THEY GET RESULTS!

I AM A SMALL BUSINESS OWNER WITH EXPERIENCE IN SMALL STARTUPS AS WELL AS LARGE ORGANIZATIONS.  I AM RESULTS ORIENTED. I CAN HELP YOU CREATE A MARKETING PLAN AND EXECUTE IT, TOP TO BOTTOM, END TO END.

WHETHER FOR A STARTUP, DIVISION, CAMPAIGN, OR PROJECT, I CAN ASSIST WITH STRATEGIC PLANNING, DESIGN, CREATION, AND EXECUTION OF MARKET IMAGE, VALUE PROPOSITION, VISUAL MESSAGING, AND CONTENT FOR DIGITAL OR PRINT CHANNELS, TO ACCOMPLISH LEAD GENERATION AND SALES VIA MULTIPLE CHANNELS AT ONCE.

Questions to Ask Yourself / Common Mistakes:

WHO IS YOUR WHO? WHAT IS YOUR MARKET NICHE?

WE WILL WORK TOGETHER TO TAKE A HIGH LEVEL VIEW OF YOUR BUSINESS OPPORTUNITIES.  WE WILL FORMULATE VALUE PROPOSITIONS WITH IDEAL CLIENT PROFILES IN MIND.  WE WILL CREATE WEB PAGES, OFFERS, AND MESSAGES THEY RESPOND TO.  WE WILL MAKE SURE DIGITAL MARKETING EFFORTS RANK ON GOOGLE SO CUSTOMERS CAN FIND THEM.

BRICK AND MORTAR BUSINESSES MAY HAVE A LOCAL MARKET AND NEED MORE TRAFFIC AT A PHYSICAL LOCATION.  I CAN HELP THEM WITH THAT!

ON THE OTHER HAND, IF YOUR SITE DOESN'T HAVE TO RELY ON BRICK AND MORTAR, THE WORLD IS YOUR MARKET.

STILL, THERE HAVE TO BE NICHES AS A SMALL BUSINESS CANNOT BE ALL THINGS TO ALL PEOPLE...

FOR INSTANCE:  MY SPECIAL NICHE IS WORDPRESS WEBSITE DESIGN AND DEVELOPMENT WITH SEO & LEAD GENERATION PROGRAMS.  MY IDEAL CLIENT HAS A HIGH TICKET SERVICE OR PRODUCT TO SELL, AN EXISTING BUSINESS THAT NEEDS ECOMMERCE,  OR AN EXISTING ECOMMERCE STORE THAT NEEDS TO UPDATE, UPGRADE USER EXPERIENCE.

COMMON MISTAKES BY SMALL BUSINESS WEBSITES

A COMMON MISTAKE MARKETERS MAKE IS TO BE VERY PRODUCT CENTRIC. IT'S ONLY NATURAL IF THEY ARE PASSIONATE ABOUT THEIR PRODUCTS.

BUT, IN TODAY'S DIGITAL MARKETING AND SOCIAL MEDIA WORLD, IT IS IMPORTANT TO BE MORE PERSON CENTRIC. I WOULD LIKE TO HELP YOU UNIFY THE VARIOUS WAYS OF COMMUNICATING, WITH WORDS, STILL IMAGES, AND VIDEO, SO THAT ALL EFFORTS SAY THE SAME THING IN DIFFERENT WAYS.

THE GOAL WOULD BE TO MAKE THE ENTIRE VALUE PROPOSITION AND MESSAGING BE MORE PERSON CENTRIC EVEN BEFORE SOMEBODY DECIDES TO CLICK A BUTTON OR WATCH A VIDEO.

WHY AM I AM RIGHT FOR YOU?  I CAN SHOW YOU PREVIOUS MARKETING PROGRAMS THAT PRODUCED RESULTS!

I AM A MARKETING MAN FIRST.  CLASSICALLY TRAINED, AND BROADLY EXPERIENCED WITH A MASTERS DEGREE AND A TRACK RECORD.

I BELIEVE MY MARKETING EXPERTISE RUNS DEEPER THAN ANYBODY ELSE YOU CAN HIRE TO HELP YOU GROW UNLESS YOU PAY 2X OR 3X MY PRICE.  I AM A TOP TO BOTTOM MARATHON RUNNER, AND A SPRINTER WHEN NEEDED. I WILL TELL YOU THE TRUTH AND HELP YOU GROW BY BUILDING SOMETHING VALUABLE, DESIGNED TO WIN, FROM THE GROUND UP.

FOR INSTANCE, IMAGE, MESSAGING, AND VALUE PROPOSITION MAY ALL NEED SOME HELP BEFORE YOU START ADVERTISING ON SOCIAL MEDIA OR ANYWHERE.

CONSIDER, IF THE ONLY INDICATION OF WHAT YOUR COMPANY DOES, ABOVE THE FOLD, IS ABOUT PRODUCTS THEN SOME ATTENTION MAY BE NEEDED TO MAKING THE SITE MORE ENGAGING.

IN THE END, PEOPLE PICTURES ARE MORE ENGAGING THAN PRODUCT IMAGES, AND HAPPY PEOPLE WEARING, HOLDING, OR USING THE PRODUCT ARE EVEN BETTER! BUT THE PICTURES HAVE TO FIT THE WORDS. THIS CONSULTATIVE ANALYSIS AND SUGGESTION IS A SMALL EXAMPLE OF HOW I DO MORE THAN CONTENT MARKETING.

THE SECRET SAUCE: INTEGRATED MARKETING COMMUNICATION!

OTHER PROVIDERS MAY JUST WANT TO JUMP IN DOING WHAT THEY DO (MAKE PRETTY WEBSITES).

MAYBE THEY SUGGEST SEO WORK, OR GOOGLE ADS, OR FACEBOOK ADS?

OR MAYBE THEY WANT TO FOCUS ON INSTAGRAM CONTENT.  BUT WILL THE ADS BRING SALES?

THEY WILL IF THEY FOLLOW THE AGE OLD "AIDA" FORMULA FOR MARKETING AND ADVERTISING.

“AIDA” STANDS FOR ATTENTION, INTEREST, DESIRE, ACTION

IF YOU GET ATTENTION ONE WAY, AND THEN SHOW SOMETHING NOT RELATED OR NOT EXPECTED AFTER THEY CLICK, THEN IT’S HARD TO RETAIN INTEREST. THEY JUST CLICK OFF TO FIND SOMETHING THAT LOOKS MORE LIKE IT MIGHT HAVE WHAT THEY WANT.

AFTER YOU MANAGE ATTENTION AND INTEREST, THEN YOU NEED DESIRE. FANNING THE FLAMES OF DESIRE IS ALL ABOUT ROMANCING THE PRODUCT AND PURCHASE EXPERIENCE. IF YOU OFFER GREAT SERVICE, FREE SAMPLES, AND OUTSTANDING QUALITY, BUT DON’T SAY SO, THEN HOW WILL A VISITOR KNOW? DESIRE IS EMOTIONAL, NOT RATIONAL.  THE AD HAS TO FAN THE DESIRE, MAKING A PROSPECT SAY IN THEIR MIND AND HEART, INSTANTLY, "I WANT."  THEN, ONCE THEY CLICK, THEY NEED TO SEE WHAT THEY WANT.  THEY NEED TO SAY TO THEMSELVES AS SOON AS THEY HIT YOUR LANDING PAGE, "THAT’S IT!  YES.  SHOW ME MORE!  CAN I BUY?  HOW"?  A SUITABLE CALL TO ACTION WILL CLOSE THE DEAL.

BUT FIRST, BEFORE ALL THAT:

YOU NEED AN APPEALING BRAND IMAGE… THEN YOU NEED A MESSAGE AND VALUE PROPOSITION THAT WORK WITH THE IMAGE TO PROMISE SATISFACTORY OUTCOME.  THEN YOU NEED EYEBALLS ON AN OFFER THAT GIVES PROSPECTS A REASON TO RESPOND NOW. I CAN HELP YOU WITH ALL OF THIS AS PART OF AN INTEGRATED MARKETING COMMUNICATION STRATEGY THAT IS INCLUDED WITH EVERY PROJECT WHERE I AM RETAINED.

LET'S MAKE SALES... GROW... TOGETHER!