Tactics without strategy is the noise before defeat - Sun Tzu
While true for thousands of years, it is especially true when it comes to your digital marketing plan. Website development, Social Media, Organic Search Engine Optimization (SEO), Pay Per Click (PPC), Email marketing, Content Marketing and other digital marketing efforts are all just tactics. Without a solid strategy to guide those efforts, very simply, they will never help you achieve your goals.
Every Trivera engagement begins with a deep dive to help us understand and define your brand, and then build a strategy that achieves your brand and business goals. The process identifies every aspect of your brand and your target audience so we can create a tactical plan to attract, engage and convert that target audience, and create the ROI to make your digital marketing plan an investment to be leveraged, rather than an expense to minimized. The remaining months of an annual service agreement take an agile approach to execute the tactics
Our four step proprietary discovery process is named EVOLVE
Step one is to Evaluate. That step includes:
• Brand Positioning Exercise - to define your target audience and your brand's differentiator, discriminators, principles, essence and value proposition.
• Identification of your Success Goals - to create a target for what you expect your digital marketing metrics and key performance indicators to be.
• A deep dive into your past and current efforts - to to determine what works...and what doesn't...when measured against your brand and goals.
Step two is to Ideate.
That step takes our fresh and energizing understanding of your brand, target, messaging platform and company essence - all emerging from the Evaluate exercise and leverages our expertise to develop a strategic plan. The product of this step includes our recommendations on dos and don’ts for your digital marketing strategy - with brand essence, business goals and ROI in mind. We'll provide a clear picture of what is possible - and what is not - given your annual budget. We'll outline a 12 month tactical plan based on your needs and budget to be executed in a strategic order. Whether the first step is a new website, a more efficient SEO/PPC/Digital Advertising plan, a focus on Social Media, Email Marketing, Content Marketing, PR or even traditional advertising or direct marketing.
Once we agree on the plan and budget, we dive into step three: Activate
As we implement our plan, each phase will begin with its own mini discovery, research and detailed steps that detail the specific work we'll perform for you, the expected results and the timeline for completion.
That's when step four kicks in: Iterate
While our long range strategy will remain in place as our guide, we'll take an agile approach to the tactics. For every tactic we execute, ongoing measurement, analysis and improvement using the key performance indicators and goals set out in the discovery process will dictate what we do more of, what we do less of, and what we eliminate. We'll also keep our eyes open for new opportunities that may not have been apparent or avavilable to us when we started. The goal will be 12 months of continuosly measured and constantly improving results.
The Trivera approach to your success is not an event or just a website. It is a strategic partnership, dedicated to creating measureable success for you over the long haul. Our misssion is to make you a star for choosing us!
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