A little bit about me.
I started my marketing journey in college, building and managing social media marketing campaigns for e-commerce. During the first year, our team generated over 9 million in sales. Shortly thereafter, I set off to continue developing my skills.
I decided I wanted to understand all things digital marketing. Over the past nine years I've added web design and development, SEO, email marketing, content creation, and a million and one things to my expertise toolbox. I've used these skills to continue my professional growth and help others in the wireless industry grow their businesses.
On my off hours, you can find me with my dogs or playing with my camera.
Here's my process for creating
great marketing plans & content.
Begin with the question, "Why?"
Why does your business exist? What's the story behind the brand? How are you connecting with customers on an emotional level?
Humans connect with each other (and brands!) on an emotional level, first.
Emotions tie us together and set a baseline for connection and understanding. When we connect emotionally, it's easier to communicate ideas and values. That's why good content requires a story that relates to the customer. It lets the customer see themselves as a user of your product or service.
Emotional connections are doubly important with long sales cycles. When customers feel emotionally connected to your brand, they're more likely to pay attention to what you say and choose your product or service over the competition.
Sound familiar?
Simon Sinek's Golden Circle demonstrates why the "Why" is at the core of connecting with customers.
Why
Why should people care?
How
How are you
different?
What
What do you provide?
Next, we strategize.
After establishing your "Why," we develop a plan that's supported by trackable, measurable actions.
With the "Why" comes an understanding of your audience, and the reason they care about your product or service.
Now we can gain an appreciation for the questions your audience needs answered. With that understanding, we can research the topics, keywords, and content type your audience gravitates towards.
These elements all play a part in developing an overall strategy and the goals we want to accomplish. We establish our KPIs across metrics such as, organic traffic, conversion rates, and leads generated - then the real work begins. A content calendar is built and content begins to be produced and published.
Finally, we quantify.
With production underway, we can begin tracking the impact of the content.
Once production starts, reporting begins. KPIs are tracked and measured, setting a baseline for optimizing existing and future content.
Regular reporting is required for any content marketing plan. Data needs to be collected and analyzed across various metrics to determine what is working and what needs improvement.
This data will drive the future course of the marketing strategy. Discoveries will be made, and over time, you will gain an intimate understanding of your audience that can be translated into actions across your sales and customer service team.