A typical engagement starts with:
Business Research Interview
Your viewpoint on your markets:
- what makes you unique, distinctive,
- what are the major drivers in your industry,
- who do you feel are your main and indirect competition,
- what are known and assumed audience influencers,
- and what are the audience segments you are currently aware of
Business Web Marketplace Profile
Obtain all the information that will allow you to craft winning messages:
- Unique propositions,
- distinctive characteristics,
- industry influences and trends,
- who is really the competition,
- revealed audience factors and segments
Campaign
Put all this good stuff on the road and monitor, test, and refine:
- Campaign design - use existing website as baseline
- Campaign launch
- Campaign monitoring and adjustment
- Campaign review (1,2,3 week, 1 per month)
- Website campaign modifications - high-value indicated modifications to organization, features and content
- Website search profile improvement - fold in learning from campaigns, monitor and adjust to seasonality
