Why having a Marketing Blueprint is so important?
We believe that there are three reasons for ALL businesses to have a Marketing Blueprint:
- If you feel that you don’t know where your marketing is heading, a Marketing Blueprint will help you commit to one strategic marketing direction and vision for your business.
- If you think potential customers are passing by your business for your competitor because they have an easy to use process, a Marketing Blueprint will help you develop a clear pathway to attract, convert and retain customers.
- If you feel that your business can’t get a grasp on your business goals, a Marketing Blueprint will help you develop your goals that will align with your audience, messaging and ultimately, revenue.
Learn how your business could be doing this by developing a Marketing Blueprint.
Phase one of the Marketing Blueprint discusses the general information that will go on to affect the rest of the marketing document.
- Mission Statement: a statement outlining the values, goals and mission of the company.
- Goals and Objectives to Measure Success
- Goals are general guidelines that explain what the business would like to achieve.
- Objectives define specific, measurable strategies.
- Geographic Targets: area that your location(s) is in or surrounding areas that you would like to target.
- Buyer Personas: a fictionalized generalized representation of your ideal customer used to help tailor content, messaging and services to different groups of people.
- Position Statement: one sentence summarizes how your company can help the customer.
- Key Messages: one to two sentences that discuss the target audience’s concerns and a follow up with a solution that can be provided. Depending on the number of audiences you have, there may be several different messages per audience.
- Consumer Perceptions
- Current Consumer Perceptions define what your customers already think about you.
- Desired Consumer Perceptions define what you want your customers to think about you in the future.
- Priority Business Segments: define the business segments that you want to focus on with your marketing.
Our Expert Recommendations
Phase two of the Marketing Blueprint defines the InnerAction Media team’s recommendation based on the 90-minute marketing meeting and the preliminary information in part one.
- Logo Treatment and Brand Guidelines: if you do not have a logo or brand guidelines (specific colors and fonts, etc) then our team will recommend those to you. However, if you already have a logo and brand guidelines, we will typically introduce those into our document, unless requested otherwise.
- Website Development and Search Engine Optimization: if you do not have a website, the InnerAction Media will make our recommendations based on that. In the Marketing Blueprint, we note the recommended site map and domain name. Our team also considers four main elements when making website recommendations:
- Performance: optimizing your website’s performance is crucial to increasing traffic, improving conversion rates, generating more leads, and increasing revenue. Monitoring the page size, page requests and page speed will help increase the overall performance of your website.
- Mobile-Friendly: traffic from mobile devices is growing fast. We will optimize your website for mobile; therefore, you won’t miss out on valuable traffic, leads, and revenue.
- Search Engine Optimization: page titles, meta descriptions, headings and a sitemap are all crucial elements to the SEO or Search Engine Optimization of your website. Distinguishing these elements for each page of the site will make sure your website is easy for users to discover.
- Security: your site’s security should include an SSL certificate to ensure the safety of your patients’ sensitive information. The Hubspot platform includes an SSL for free.
- Lead Magnets and Lead Generation Funnels: lead magnets are offers that incentivize people to give contact information such as their name, email address and phone number. These offers can be anything from ebooks and checklists to demonstrations or even coupons. The goal is to offer something that will be helpful and enticing to the potential lead. This allows us to build your contact list, reach out to them periodically and nurture leads.
- Content Strategy: your site is found because of relevant, reliable and recent content creation. We developed topic clusters with long-tailed keywords below based on priority business segments, utilizing HubSpot’s proprietary content strategy tool.
- Blogging Strategy: your blog is a key component of search engine optimization. Each new blog you post is a new page of your site. If done correctly, your blog can increase traffic to your website — without paid digital advertising. Your blog works 24/7/365 to bring traffic to your site. When developing a blogging strategy, our team will break up your blogging strategy into three to four stages, based on the Buyer’s Journey:
- Awareness Stage: Buyers in the awareness stage of looking for more information to educate themselves about the problem they are facing.
- Consideration Stage: Buyers in the consideration state understand that their loved one has a substance use disorder and understands that they need treatment. Now, they are searching for someone to provide a solution.
- Decision Stage: Buyers in the decision stage are ready to make their decision. They know what they want, and believe you can provide it
- Delight Stage: Buyers in the delight stage are our customers. You relationships don’t end after you have provided the service. Continue to help your customers by providing them with additional information. They may make referrals and be advocates for your brand or may need your services in the future.
Implement the Plan
Phase three of the Marketing Blueprint takes the information in phase two and develops real-world strategies.
- Target Audiences: are developed from the buyer personas. Unlike buyer personas, target audiences are developed through Facebook Ads Manager and are the real-time identifiers your company could be targeting your audience(s) with.
- Content Calendar: a content calendar is created to use as a followed schedule for social media and blog postings. All content is placed out in a strategic way based on client’s needs. It utilizes items such as eBooks/checklists/case studies, videos, blogs, landing pages, graphics, etc. It is meant to be a working document that can be changed at any time. The calendar showcases every day of the week and list what piece of content is to be posted for that day.
- Traditional Media Strategy: encompasses media like radio, print, direct mail and television.
- Analysis: if your company contracts InnerAction Media for monthly campaign services, our team sits down with you every month to discuss analytics surrounding your website, social media, digital and traditional advertisements to that we can help you make informed decisions about your marketing. If you decide to take your Marketing Blueprint and implement it in-house, we still recommend that a monthly report is developed so that you and your team to take a look at how your website and campaigns are performing each month.