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The
place to start is to see if you actually need the professional services
of a campaign hitman - and I am willing to take a look at your current
online presence AT NO CHARGE TO YOU and
provide an evaluation snapshot in relation to your current branding
and website design. I will also analyize your current coding
(in relation to search engine optimization), identify
your bullseye target audience, list your competitive landscape, search
and evaluate your current social media optimization – and then list
your areas of opportunity for your brand.
Click
here for your FREE Online Brand SnapShot > (just email me your
website address)
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| Brand
Strategy is the process of reviewing all of your current brand assets
and provide you an expert advertising and marketing strategy. This
highly-comprehensive report will dive much deeper into the analysis of
your brand and will include brand identity evaluation, a complete 360
degree brand presence analysis - for both online and offline, recommended
brand positioning and communication, and a deeper
report on your competitive landscape. |
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| SEO
Strategy is about strategically coding your website to do well in the
search engine results pages (SERPs). The most ideal position is first
page, and in one of the top three positions. To begin this process, you
should start with the keywords and key phrases you 'think' your
target
audience
is
typing
in
to find
you
on
the SERPs. Believe it or not, most businesses and brands stop here
and spend considerable time and money on these keywords and key phrases.
Real strategy begins when you discover what your target is 'actually'
typing in - and 90% of the time, the 'actual' is different than what
you 'thought'. This is where I take a deep look at your competition and take
them out. |
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When
someone types in a keyword or key phrase to search for your type of product
or service and you organically optimize your website for them to find
you, this is 'search strategy'. Now that a potential customer has found
you - now they're going to search your business name or product name
to find out what 'others are saying about you'. This is 'social media'.
The fact is this - 94% of
consumers
go online
to research a product or service prior to making their final decision
or selection. Are you aware of what others are saying about you (good
or bad)? Did you know you can proactively manage this? Let me manage
this for you. |
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Website
design is quite different than any other media platform. It more closely
aligns with product design - where solid design can only be graded
on the sum of its parts. And with website design, failing on any one
of
these 'parts' will mean bad design: User-Interface (UI) - Is the design,
placement of content and components of your website make sense? Is
the navigation through your site 'intuitive' to target audience? Information
Architecture (IA) - How is the content/information of your website
sorted
and served up? Can the consumer find exactly what they need without
struggle? Do you have Web 2.0 (2.0) features, functions, platforms
and/or technologies
delivered appropriately to engage your target and initiate interaction
and two-way dialogue? What type of Online Conversion (OC) do you have
in place to move website visitors to customers? All of these parts
make up the total User Experience (UX) - good or bad - this will determine
your ability to move your target from visitor-to-customer, customer-to-loyalist,
and ultimately loyalist-to-advocate.
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Web
development can mean many different things. It can be taking the brand
strategy and bringing it all together to reach your brand objectives -
building
out
the website
and
implementing
the features and functionality that deliver that positive and memorable
user experience for your target. It can be that seamless integration of
the front-end website design with the back-end shopping cart or other
custom database. It can mean the ongoing brand strategy adjustments that are
made in an ongoing effort to keep a clear separation between you and
the competition. It can mean listening to your target audience and engaging
them in two-way dialogue to strenghen your brand by implementing new
features and functionality to make their world a better place. It can
also mean designing and developing new ways to look at your brand in
the eyes of the consumer - and catching people off-guard in exciting and
unexpecting ways. It can mean keeping on top of the ever-changing world of
technology and implementing new ways to deliver superior user experiences.
It can mean staying on top of SEO trends and techniques and searching
for a better way to maintain your competitive edge. Web development is just
that - 'developing' - always evolving. |
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SEO
strategy is a highly strategic and thoughful multi-tiered process that
begins with the very first file name, then into full-content
optimization so your entire website is visible and optimized (not just
your Homepage - index.html), page content relevancy based on content
inclusion and structuring throughout the website. All pages must work
in symphony with every other page and be in total strategic alignment.
And once your new website is complete in its design and build-out,
the
final
coding of your website for SEO is implemented. |
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Your
new website has now gone through a series of tests to check and confirm
every function and link. Everything is working properly and we are ready
to 'launch'. Nothing will be the same. New traffic will find you -
and will positively engage in your brand - visitors will be converted into
customers - and business will grow dramatically. Your competitors will
fade from threat status while they scratch their heads in wonder. Life is very good. |
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The
definition of a successful online brand experience is three-fold: A)
A Well-Designed Website
(UI, IA, UX, 2.0, OC) – A
highly visually dynamic website that immediately engages your target
audience; B)
Organic Search Engine Optimization (SEO) to drive traffic to your website – you
can have a great website,
but without keyword search strategy, your intended target audience will never
see it – your website will be
essentially invisible; C)
Social Media Optimization (SMO) to manage your overall brand experience
beyond your website – you
must properly leverage the directories, blogs, and social networking sites
to manage your online reputation.
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The
formula for success is to understand the difference between your 'target
audience' and your 'bullseye target audience' and develop the right
strategy to connect with them in a relevant and authentic way: 1)
Know Your Target; 2)
Understand Their Code of Need/Want; 3)
Understand Their Perception of Your Brand - and look for ways to alter
that perception to change behavior - ultimately driving to engagement
and interaction with your brand; 4)
Always Look for Opportunities to Move Your Customers from Loyalist
to Advocates – where
they are compelled to recommend your product or services to others.
5) Always deliver the unexpected...
About Bret Stout |
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