In short, it's a streamlined, cost-effective attention-generating solution that's designed to meet your marketing needs with very specific, pre-built packages designed to hit specific business goals
EACH OPTIMIZED DIGITAL PATHWAY includes a strategic sequence of digital touchpoints to meet your customer as they move through your sales funnel—from awareness, to consideration to conversion to repeat transaction, with tactics to optimize moving to the next level.
WE WILL CREATE an optimal combination and sequence of ads, landing pages, embedded media (video or audio), backlinked content, emails, trackable forms, lead generation gifts, premium upsells and follow-up incentives to match your Key Performance Index goals.
HERE IS AN EXAMPLE of what an Optimized Digital Pathway might look like, depending on your goals, timeframe, and the content you have available.
Our Optimized Digital Pathways will take your site visitors through 4 stages in their buying journey. We start with the ONE focus you need most right now. Then, over the course of a 3 month "sprint," we create, test, and improve on ONE key metric until it's "optimized" at every point of the journey.
WHEN YOU HAVE COMPLETED A FULL 4-SPRINT RUN, you will have optimized each stage of your customer journey. After that, we continuously improve your system, with testing and refreshed content, for as long as you see results. In as little as ONE YEAR, you will have focused on and improved the FULL cycle of your customer journey from bare awareness to avid fan.
THAT ONE YEAR INVESTMENT WILL REAP DIVIDENDS OVER TIME. Because we start and end with YOUR goals and YOUR budget, you know these pre-built packages will work—and all the assets we create are yours forever.
What if I already have a website I like?
You don't have to reinvent the wheel. We can use your site to draw content for campaigns, or layer a "microsite" or landing page to anchor new digital campaigns leading visitors right to you.
What if I'm unsure of which campaign I need?
Our onboarding process will help you evaluate your needs, with 3 assessments to determine the path that will bring you the BEST results, for the business goals YOU seek.
Whether you want more leads, more sales, higher revenues or repeat business, our agile workflows help you focus on ONE key area at a time, until each area is improved.
What are the sorts of marketing materials included in an ODP package?
An ODP campaign presents an optimized sequence of customer touchpoints, which may include any of the following:
Display Ads • Organic & paid social media posts (Facebook, Instagram, Twitter, LinkedIn, Pinterest) • SEO audit and backlink boosting • Google Ads (PPC Display) • Email Appeals & Drip Funnels • Text Chat scripting & Chatbots • Interactive Quizzes, Surveys or Assessments • Dynamic Landing Pages • Professional Copywriting & Design (quoted by project) • Competitive SEO and Social Media Reporting
Why don't Paid Ads seem to work for me?
It all comes down to being crystal clear on WHY you're creating the piece, executing it to move the visitor forward, and optimizing every step of the way. One weak point in the system could sabotage your best efforts. For example, you could have a stellar lead-generating social media campaign and high SEO ranking on search, but still lose customers when they get to your site—unless you plug the holes in your system.
How long does it take to launch?
We can launch a microsite in as little as a week, and a campaign in a matter of days. Each campaign is designed to run over 3-month "sprints," during which each piece is refined to perform better with use.
How many "sprints" will I need?
Each of our 4 Optimized Digital Pathways is designed to hit a different part of the visitor's stage in the conversion funnel. You can dedicate a whole year to hit all four stages, and then stay in "continuous quality improvement" thereafter.
You may also wish to dedicate one or more quarterly sprints on a single stage—for example, lead generation (Capture ODP). It's up to you!