Strategy plays a critical role in dictating the approach to digital marketing creative that not only looks great, but invokes an emotional response and motivates the viewer to take action. In order to achieve this connection with an audience, it’s incredibly important for a brand to truly understand the characteristics, common paint points, and behaviors of that audience.
Our strategic processes have been fine-tuned over the last 15 years of working in the digital marketing industry, ensuring we’re having the right conversations, performing the right exercises, and developing the right strategy as we work in tandem with our clients. Our branding strategy is about more than logos, and our digital marketing campaign strategy is born out of deep collaboration between our team and yours.
Our mission has always been dedicated to bringing relevancy back to digital marketing. Relevant digital marketing is unified and targeted messaging utilized in the right channels. Relevant strategy establishes clarity that saves time and money. Relevant creative is optimized for the right audience ready to convert.
EP28: WHAT IS THE ROI OF BRANDING?
A solo-cast with Tim Bouchard, Owner & CEO of Luminus, addressing the mystery that surrounds understanding the value and ROI of branding and strategy. By nature, a strategic engagement is meant to affect future outcomes, so this episode dives into what some of those intangible and even tangible measurable outcomes are along with how to track some of them in order to understand the long-term ROI of branding.
In order to identify where future digital marketing opportunities exist, we must first understand the current state of your organization, competitors, and brand health. Having an alignment between your organizational leadership and our agency team allows for a fully informed and honest approach to the strategic analysis phase.
An assessment of the current execution of organic and paid digital marketing activities is completed to uncover opportunities for improvements related to efficiency and performance.
Additionally, competitor websites will be assessed for both site structure and topical themes along with a search volume keyword forecast to identify areas of your website and digital campaigns that can be strengthened.
Each aspect of your organization’s current claims, services/products, sales processes, and marketing performance will be documented as a reference point.
Agency research alongside interviews with your organization’s leadership and key sales & marketing staff uncover any differences in perception of the current state of the sales & marketing strategy.
Having a clear understanding of other organizations that are vying for your audience’s attention helps set the stage for what is and is not working in the market.
Knowing how your competitors are positioning themselves in the market, presenting their brand, and engaging with their audience provides the information necessary to establish a differentiated approach that keeps you from becoming more of the same.
The most critical phase of this process is an intense series of collaborative exercises meant to challenge assumptions and clearly define the pillar elements of your organization’s new digital marketing plan. Your organization’s leadership team and our agency team will work together to solidify a clearly differentiated message derived from your strongest industry claims for the right target audience to confidently anchor a new strategy for digital marketing to.
Understanding who your target audiences are contributes to multiple aspects of your organization’s digital marketing plan, including messaging, content strategy, brand persona, and digital marketing channels. Each audience persona will include a synopsis of the personality, scenarios, pain points, and desires. These factors will contribute to developing a buyer's journey for each persona.
An analysis of each of your organization’s universal and service/product based claims will dive deep into what each claim means specifically to your organization and its target audiences. Each claim will be evaluated on its strength, consistency, and relevance to your potential customers.
Pairing your audience personas with a differentiated claim in the market results in a vertical or horizontal approach to messaging that truly sets your organization apart from the competition. This core messaging will be used in all digital creative and digital marketing initiatives to unify and strengthen the audience’s experience.
Once strategy and opportunities are established, it’s time to dig into the visual and creative presentations for digital marketing communications. Here is where the fun starts. Designing (or updating) the brand’s visual identity along with voice and tone will solidify the brand persona for use in the upcoming marketing work. Creative digital marketing campaigns will be developed based on the relevant needs of the audience personas and fine tuned for the appropriate channels.
Whether a logo design is necessary or not, fully defining the visual elements of the brand will set the stage for creative that is designed so that all aspects of the campaign support each other. In this phase, logo formats, supporting graphics, fonts, typography, photography styles, and graphic layout styles will be defined so that all creative collateral moving forward will meet the quality standards of the new brand presentation.
Maintaining a consistent voice & tone in creative concepts and copywriting for all collateral makes for an approach that is relevant to your target audience personas.
This work results in a brand persona guide that can be used by copywriters for brand collateral as well as internal staff for how they approach audience interactions such as sales and service roles.
Understanding the scenarios your audience finds themselves in when researching, considering, and committing to an actionable conversion brings to the surface all of the opportunities for which marketing campaigns can support them. These opportunities will dictate the types of creative collateral that can be created, channels that should be utilized, and help with a prioritization of where to start with these projects.
The end result of the market strategy and brand strategy processes will be a full understanding of what creative, collateral pieces and digital marketing campaigns are necessary to move into production. This work typically starts with priority pieces such as a high-performance website or creative assets for an initial digital marketing campaign. The priority projects will allow for the first use of the new digital marketing strategy to be fully implemented and put into action.
Throughout each year, digital marketing campaign progress will be monitored for its success allowing for augmentation or pivoting for any aspects of a campaign that demand attention. Each year, our team will assess the wins and challenges of the current marketing year and collaborate with your team to plan the following year's creative and digital marketing plan.