Imagine this: you’ve partnered with an awesome agency to produce a digital marketing action plan. This digital marketing agency takes several weeks to do an intense audit of your current assets, website, and social media to then make recommendations on where you are striking gold and where you could stand to make some improvements. They present this plan to you and detail their findings in a beautiful package.
Now what? Now, you’re in possession of a detailed plan meant to be used by either the agency that created it, another marketing agency, or your internal marketing team.
But you want to start taking action as soon as possible so you can begin seeing a return on investment (ROI) for the plan that you’ve paid for. This blog will help you do just that.
The MAP by LAIRE® Explained
Our Marketing Action Plan (MAP) process starts with a conversation with your team. We identify why you want or need a MAP, the B2B challenges you are currently facing, and what your current digital marketing efforts include. We discuss your sales and marketing goals and what you need to do to make sure they’re aligning with and complementing each other.
We also discuss the most important aspect of your business: your customers. We analyze the makeup of your ideal customer including their demographics, their buying habits, their pain points, and why they come to you. Our entire approach is centered around your ideal client and their journey.
From there, we meet internally to collaborate and assign marching orders. The LAIRE team does things right the first time, which means taking the necessary steps and time to be as thorough as possible.
We go through your assets with a fine-tooth comb, understanding the function and purpose of each asset, how these assets nurture and convert potential customers, and what resources are available to current clients. We also include detailed notes about where your company shines and where your company can grow.
What’s Included in Your Marketing Action Plan?
As previously mentioned, the LAIRE team goes through your company’s current marketing collateral to determine where your brand stands out and where you can improve in the B2B sector. Some of the sections covered in your MAP are:
- Your buyer personas and buyer journeys
- What differentiates your brand from competitors
- Your website appearance and user experience
- Competitor identification and research
- Content strategy and recommendations
As we dive into each of these sections, we’re able to determine what areas need the most attention. We’ll then make a custom-tailored plan for your organization that details what needs to be addressed immediately and what can be worked on over a longer period of time.
Keep in mind that most digital marketing initiatives — especially inbound marketing — will not see their full potential and growth during the first 3 to 6 months of implementation.
4 Ways To Start Implementing Your MAP
Once you’ve met with the LAIRE team for your MAP presentation, you might be unsure about what the next steps are.
We’re always excited for a MAP to end with the organization choosing to continue working with us to revamp their website, create informative website and social media content, and more. But we understand that you might need time as a company to determine what to do next.
The good news is that this MAP is made with content examples, guidelines, and recommendations that you can implement on your own or within your marketing team. From the day we present our findings, you can take your customized marketing action plan and hit the ground running.
1. Update Your Website
One of the first places to start is with your website. Ensuring that your website domain is active or secured is an initial step you can take. This will ensure that other companies with similar products, names, and services, or those that are in the same industry, cannot purchase your domain name.
If your website is already built and available for the public to see, verify that your contact and company information is up to date. By updating pages about your company and services, search engines will be able to see that you have provided new information and allow potential leads to easily locate your website.
When you decide to have your website revamped with a marketing agency or team, they will already have a head start in producing a beautiful digital representation of your brand.
2. Create an Email Strategy
Another strategy that can be implemented for your company is the use of email.
Updating your current and potential customers on promotions, company updates, and any new and useful information is a great way to engage your audience. This kind of outreach can remind your audience that you are there to help them, adding an additional avenue for new clients to engage with your company.
Platforms such as Mailchimp and ActiveCampaign can be a simple way to create emails for your audience, especially if you have limited experience with this type of software.
3. Get Social
One simple yet effective task you can promptly undertake is safeguarding your company's social media domains if you haven't already. By establishing your accounts with your business's distinct logo, bio, contact details, and links to your website and other social media platforms, you can expand your brand's reach to new territories previously untapped.
When you’re ready to start publishing content immediately, you can generate posts internally or collaborate with an external agency to manage your social media presence.
Not only will these efforts create a new avenue for potential leads and clients to discover your company, but they'll also enable your team to engage and interact with your brand online. Encouraging your employees to like, follow, or subscribe to your social media accounts is a great way to help amplify your brand's reach.
4. Understand Your Buyer Personas
Included with your LAIRE MAP is a detailed description of your buyer personas and the buyer’s journey that these semi-fictional individuals go on.
As soon as you understand your company’s buyer personas and journeys, you can begin teaching your sales and marketing teams about the pain points your buyer is experiencing when they come to your company. Your teams can begin creating content and take action based on those pain points and where individuals are in their buyer’s journey.
This will give your teams a headstart in moving leads through your funnel and closing as many sales as possible.
Where Your MAP Can Take You
The audit included with your marketing action plan can give you key insights into where you can improve to meet your goals. This plan can also show you where your team and company are shining.
By following the recommendations presented to you, your company will be set to serve your buyers and experience the growth that comes with being a trusted resource within your industry.
If you’d like to discuss your marketing needs, contact us to schedule some time with our team of marketing experts. This live meeting can give you a glimpse into what a MAP by LAIRE can offer your company.