Target stakeholders for the brand (customers, employees, investors) or product (market / segment).
Analyze stakeholder motivations, preferences, competitive alternatives.
WHAT is the problem? WHY does it need to be solved? WHY now?
Articulate core purpose and promise of the brand or product to the target audience.
Brand or product value propostion:
WHO - Audience
WHAT – Problem, Product, Value
HOW – Strengths & Differentiators
WHY – Proof Points
Define clear, compelling messages by target audience for top problems and value drivers.
Format messages for consistent action via different channels.
Purpose: Why? Vision, Mission, Values
Promise: What value offered, how distinct, why organization.
Guide: Visual (logo, palette), Style (voice, tone), Templates (collateral, presentations, proposals, letters, etc).
Business website designed to draw/direct audience.
Reflect brand identity and brand & market positioning.
Profiles: LinkedIn, Twitter, Facebook, Glassdoor etc.
Directories: Google My Business, Wikipedia, DUNS, Hoovers, industry-specific.
Keyword/Topics research.
Competitive analysis.
On-page (website) optimization.
Off-page (external) optimization.
Identify/Select customers and prospects to target.
Segment target customers based on relevant criteria: product-fit, demographic, behavioral or purchase/propensity pattern.
Develop customer personas: profile (title/role), motivation (pains, priorities, preferences), competitive alternatives (in-house, incumbent, other), constraints (budget, resources, systems).
Build and validate contact list for target customers, acquire organically or purchase to fill gaps.
Segment list for campaigns based on customer and persona analysis.
Define customer journey and triggers to reach, engage, nurture (time, event, action etc).
Map content, communications, call-to-action for campaigns.
Optimize website pages and content for target audience. Add campaign landing page with focus content and call-to-action. Create/Promote blog content and articles relevant to campaign.
Promote campaign theme and content via social media posts, updates, advertisements (banner, sponsored, etc).
Engage target audience and influencers via conversations relevant to campaign.
Analyze keywords/topics and competition. Optimize for search - website, content, links (quality vs quantity). Set budget to buy and place campaign advertisements (AdWords, display, retargeting, etc).
Craft and schedule email communications. Define sequence based on customer journey map. Nurture based on triggers (time, event, action, etc).
Design/Implement customer survey to capture multi-dimensional feedback: satisfaction, loyalty, advocacy (NPS); experience (key touch-points), brand affinity.
Analyze feedback score to project potential impact and recommend actions.
Design/Conduct 1:1 interviews or facilitate peer group conversations with select customers for in-depth insights.
Analyze inputs to provide actionable guidance to products and marketing, sales, service operations.
Structure Customer Advisory Board for strategic inputs and engagement - charter, composition, cadence, content and more. Setup governance and operations (recruiting, agenda, format, metrics etc).